A Peloton Interactive Inc. logo on a stationary bike at the company’s showroom in Dedham, Massachusetts, U.S., Wednesday, February 3, 2021.
Adam Glanzman | Bloomberg | Getty Images
Peloton will begin selling its bikes, treadmills and other products at Dick’s Sporting Goods stores, marking the struggling fitness equipment maker’s latest push to expand its customer base.
This collaboration will make Dick’s the first physical retailer outside of its namesake stores to carry Peloton gear. Peloton had long been a consumer-only company before it began selling its products on Amazon in August.
The companies don’t yet have a launch date, but said they aim to have Peloton products in more than 100 Dick’s stores in time for the holiday shopping season. Dick’s has over 700 stores in the United States
Dick’s will offer Peloton’s Bike, Bike+, Tread and Guide, a workout system that uses a camera to track a person’s movements, as well as cycling shoes and exercise mats, the companies announced Thursday. The products will be presented in specific Peloton displays and Dick employees will be trained to help customers use them. Dick shoppers will also be able to order Peloton products online from stores for delivery or pickup.
Peloton and Dick’s will not vary in the price of their products, although Dick’s will not be offering the recently announced $3,195 Peloton rower, which is currently only available for pre-order.
After enjoying a surge in demand during the pandemic, Peloton has struggled more recently to expand its customer base and stem its losses. The partnership with Dick’s is the latest move under CEO Barry McCarthy’s turnaround plan. McCarthy, who succeeded co-founder John Foley in the top job in February, joined at a time of massive layoffs and other cost-cutting efforts.
McCarthy focused on growing the company’s paying subscriber base and overseeing Peloton’s push into nationwide bike rentals, certified pre-owned equipment and partnering with Amazon.
“This partnership [with Dick’s] is a natural fit for our brand and member acquisition goals,” said Jen Parker, Senior Vice President of Global Direct Sales for Peloton.