Fitness platform Peloton and entertainer Beyoncé have joined forces for a multiyear partnership based on the “celebration of music” and pro-social efforts, according to a Tuesday (Nov. 10) announcement.
The rollout of the relationship with Beyoncé marks the season of Homecoming, a yearly fall celebration for students at Historically Black Colleges and Universities (HBCUs) that honors legacy and tradition, the announcement notes.
Even though many of this year’s homecoming celebrations have migrated to digital channels because of COVID-19, Beyoncé and Peloton worked to make a collection of themed workout experiences to bring Homecoming to Peloton members through classes in different categories.
Those categories include running, indoor cycling, bootcamp, strength, meditation and yoga.
In addition, the two are gifting two-year Peloton Digital memberships to those studying at 10 HBCUs, which offers access to complete collection of fitness classes via the company’s app that can be harnessed with equipment or without it.
Furthermore, the fitness company said it would develop its relationships with each school to “pursue long-term recruiting partnerships at both the internship and undergraduate levels.”
Beyoncé will keep working closely with the fitness company in future months on different kinds of class curation throughout all workout disciplines.
“Peloton and I both believe that the power of music can help uplift, motivate and inspire those on their fitness journeys,” Beyoncé said in the 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.”
Peloton, which was founded in 2012 and is based in New York City, counts a loyal community of over 3.6 million members, according to the announcement.
It has been a good year for Peloton. For Q3, it saw its sales expand by 232 percent to $757.9 million from $228 million a year prior. Analysts had been anticipating $748.1 million in sales revenue.