Peloton’s Growing Apparel Business

The fitness company known for its stationary bikes and workout classes is pushing its way to the front of the apparel industry.

Last quarter, Peloton sold 600,000 units of branded apparel.

“I think we’re going to surprise people in apparel…we’re building the best quality apparel in the world,” CEO John Foley said.

Vice president Jill Foley leads a 24-person team overseeing the apparel business. “Just this year I hired eight more people because of our growth and I think the greater Peloton brand realized, ‘Oh, geez, we need to invest more in this apparel,” she said in late 2020. “They’re selling like hot cakes.”

Peloton recently launched a clothing line in collaboration with four Black artists in honor of Black History Month. It collaborated with lifestyle brand Fila on a limited edition collection in 2018, and has partnered with other brands including Nike and Lululemon.

Demand for Peloton equipment is so great that it has constrained the company’s supply chain. Despite delivery delays, Peloton reported its first $1 billion quarter earlier this month.

The connected fitness giant saw revenue of $1.06 billion in its second fiscal quarter, 128% growth from the $466.3 million it hit a year ago. Earnings grew to $63.6 million from a loss of $55.4 million a year ago. 

Peloton doesn’t disclose exactly how much of that revenue comes from apparel, but has operated its e-commerce site since 2015. Beyond apparel, the company is looking to expand into original non-class content, according to a job description posted four days ago.