Peloton’s retail push is accelerating: after opening microstores, the connected fitness giant is teaming up with Johnson to bring its new Cross Training Series machines to more than 100 stores
Just ahead of the holiday shopping season, Peloton has forged a retail partnership with Johnson Fitness & Wellness (JFW), the retail division of Johnson Health Tech, bringing the connected fitness company’s new Cross Training Series to more than 100 JFW stores nationwide and giving consumers hands-on access to its latest lineup.
The move delivers on Peloton’s promise to expand its retail presence through microstores and third-party partnerships, giving more consumers the opportunity to experience its equipment in person.
In addition to joining JFW’s roster of premium brands, including Matrix Fitness, Vision Fitness, Horizon, BowFlex and Schwinn, Peloton is also preparing to open microstores in high-traffic malls including Natick Mall in Massachusetts, Fashion Show Las Vegas in Nevada, The Mall at Short Hills in New Jersey and Alderwood Mall near Seattle, according to PeloBuddy. The microstores follow earlier openings in Nashville, Tennessee and Murray, Utah.
“We are thrilled to welcome Peloton and its new Cross Training Series to JFW stores nationwide,” Johnson Health Tech Retail president Bob Zande said. “This partnership complements our best-in-class lineup of fitness and wellness equipment from the most reputable names in the fitness industry. Together, JFW and Peloton are providing consumers even more fitness options to improve their personal health and fitness.”
Peloton’s new Cross Training Series machines (credit: Peloton)
The Peloton Cross Training Series features the company’s latest equipment powered by Peloton IQ, its new AI and computer vision system that delivers real-time form feedback, rep tracking and weight suggestions during strength classes. Both the Bike+ and Tread+ include built-in movement tracking cameras, upgraded processors for faster performance, Sound by Sonos audio systems and integrated cooling fans.
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Shoppers can test the new Peloton Bike+, Tread and Tread+ in JFW showrooms with guidance from certified fitness experts, then purchase in-store or online. Peloton’s in-home delivery team will handle fulfillment and installation.
“We were so impressed by the expertise of JFW’s specialists that we chose to bring our new Cross Training Series to all of their stores, greatly expanding our retail footprint,” Peloton chief commercial officer Dion Camp Sanders said. “This partnership provides an important hands-on trial experience with guidance from JFW’s trusted fitness experts.”
While Peloton expands access to consumers through retail and microstores, it’s also reaching new members through a growing commercial strategy. The company recently launched the Peloton Pro Series, a new line of commercial-ready equipment designed for hotels, residential buildings, corporate wellness centers and country clubs. The initiative marks the first major move from Peloton’s new Commercial Business Unit, which combines its hardware, software and content with Precor’s distribution and support network.