Tuesday December 5, 2023

Peloton, Beyoncé Ink Multi-Year Content Partnership

  • Elements of the partnership will honor HBCUs.
  • Beyoncé is the most-requested artist among Peloton’s 3.6 million-plus users.
Driely S. Carter
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Connected fitness company Peloton and 24-time Grammy award-winning singer Beyoncé have a multi-year content partnership that includes elements to honor Historically Black Colleges and Universities. 

Beyoncé is the most-requested artist among Peloton’s 3.6 million-plus users, the company said. 

The first initiative between the parties is a series of classes to commemorate “homecoming season,” the annual fall tradition at HBCUs. With most homecoming activities shifting virtually this year amid the COVID-19 pandemic, Beyoncé and Peloton have created a series of themes workout classes across multi fitness categories — including indoor cycling, running, strength, bootcamp, yoga and meditation — to “help extend” homecoming to Peloton users. Her 2019 live album, “Homecoming,” also pays tribute to HBCUs. 

Beyoncé has already made her foray into the fitness space with her athleisure line “Ivy Park,” which has collaborated with Adidas.

“Peloton and I both believe that the power of music can help uplift, motivate and inspire those on their fitness journeys,” Beyoncé said in an announcement. “I’ve been a Peloton member for several years, and I’m excited to partner with a company that helps people, young and old, be the best versions of themselves, in an innovative and adaptable way. I’m proud to celebrate the students at HBCUs with this donation, to encourage them to find and embrace their own wellness regimens.”

As part of the deal, Peloton and Beyoncé are gifting two-year Peloton digital memberships to students at 10 HBCUs: Bennett College, Clark Atlanta University, Grambling State University, Hampton University, Howard University, Morehouse College and Morehouse School of Medicine, Spelman College, Texas Southern University and Wilberforce University. 

Peloton also said it will pursue “long-term recruiting partnerships at both the internship and undergraduate levels” with the schools.

Beyoncé will continue to work closely with Peloton on “various forms of class curation across all workout disciplines, touching on areas of importance to her, including music, movement, fitness and wellness” in the coming months, according to the announcement.  The first workout stemming from the partnership — a 30-minute cycling class co-taught by instructors Alex Toussaint and Tunde Oyeneyin — is now live on its app. 

“Beyoncé’s commitment to empowerment and artistic expression is an inspiration to the entire Peloton community,” Peloton Head of Music Gwen Bethel Riley said. “It is a privilege to be able to work closely with her and her extraordinary team to broaden access to our platform and collaborate on incredible offerings we think our Members will love.”

After its business exploded as members sought out home workout options throughout the pandemic, Peloton’s stock fell over 20% on No. 9 following Pfizer’s positive announcement about the efficacy of its COVID-19 vaccine trial. It was back up 4% in premarket trading on Nov. 10. 

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