Can Peloton Conquer Men’s Activewear?
Peloton is partnering with Nordstrom to bring its private-label line to life
Peloton has partnered with Nordstrom, bringing its private-label activewear line to the luxury department store’s digital marketplace later this month.
The retail push follows Peloton’s appointment of new CEO Peter Stern, co-founder of Apple Fitness+.
The connected fitness company’s chief content officer, Jen Cotter, told WWD that the fitness brand is considering additional retailers that overlap with Peloton members.
“We don’t care where you buy Peloton apparel, but we know our members shop there, so this is a test,” Cotter said of the popular retailer. “Then we’re going to consider other partners to put Peloton apparel out there to raise recognition. If you’re not a Peloton member, most people don’t know we have Peloton apparel. It’s still a little part of our business, but we’ve done a lot of work there.”
Last year, Peloton struck a five-year strategic global partnership with Lululemon, where the connected fitness company became the exclusive digital fitness content provider for Lululemon, and the activewear giant became Peloton’s primary apparel partner. The partnership is going “quite well,” Cotter told the publication, explaining that Peloton’s private label offers a more affordable option for budget-conscious apparel consumers.
There are also plans to lean into apparel offerings for men — a segment that Peloton is after, considering its latest creative campaign featuring NFL’s T.J. and J.J. Watts to attract male fitness consumers.
Cotter emphasized to WWD that men are “critically important” to Peloton and ensuring they have the right assortment for male consumers with pieces that may become a staple at the office, such as a quarter-zip with a “little P.”
“That’s the kind of stuff we’ve been working on the last couple of years,” she told the publication.
The connected fitness company is headed into the holiday season with “cautious optimism,” interim co-CEO Chris Bruzzo shared during Peloton’s recent Q1 2025 earnings call with investors. In another retail push, Peloton has teamed with Costco to sell its Bike+ at 300 U.S. Costco stores and online through February 15, 2025, or while supplies last.
As for Peloton’s new CEO, interim co-CEO Karen Boone referred to Stern as a “seasoned strategist,” telling investors that Peloton has “set the table” for his arrival.
“We all are very bullish on the health and wellness space, the share of wallet that is going to go to this category,” Boone said.
Men’s activewear has become a key focus. Last year, Ten Thousand raised $21.5 million in a Series A funding round and secured a sponsorship deal with Life Time. Pacsun officially entered the men’s activewear space this summer with its launch of the A.R.C. Collection, targeting Gen Z males, and Wellen, a California surf-inspired activewear brand acquired by Huckberry in 2018, debuted a technical activewear collection. Fabletics has also turned its attention to male consumers, unveiling the Don pant in September.
