Peloton Cycles into Hotel & Wellness Tourism with Hilton Partnership
The connected fitness brand’s Bike will soon be available in Hilton Hotels across the US, and Hilton Honors members can receive a 90-day trial of the Peloton App
Peloton has been working with a variety of brands as it continues its transformation journey, and it is now expanding into the hospitality sector. The connected fitness company has announced an industry-first partnership with Hilton hotels, which will see its signature Peloton Bikes available in all 5,400 Hilton hotels across the United States by the end of the year.
Hilton is now the first hospitality brand to feature Peloton’s bikes in its fitness centers, offering its guests access to the popular indoor cycling platform and instructors. The hotel brand says a recent survey revealed that 98% of respondents report that they engage in wellness activities while traveling, and 90% of Pelotoners reported that they are more likely to select hotels with Peloton bikes.
“At Hilton, we understand the importance of a reliable and friendly stay that infuses wellness through all facets of the guest experience, including spa programs, hotel design, guest room amenities, and food and beverage,” said Matt Schuyler, chief brand officer, Hilton. “This unique and exciting partnership with Peloton – a brand so many of our guests know and love – accelerates an important part of that equation, allowing us to enhance the stay with an innovative approach to fitness.”
The collaboration will span Hilton’s 18 brands, with at least one Peloton Bike in each fitness center. Hilton Honors members who are first-time Peloton users can receive a 90-day trial subscription to the Peloton App from now until January 1, 2023. They will also be given preferential pricing on certain Peloton fitness equipment.
“As the connected fitness category creator, we are constantly innovating on ways to meet our Members and prospective Members where they are, and that includes during busy travel seasons,” said Betsy Webb, Global Vice President, Peloton Commercial. “We recognize the importance for our Members to maintain their wellness routines while on the road, with data showing over 1.6 million Peloton rides completed globally on Peloton Bikes in hotels in the past year. So, we are thrilled to be working with Hilton, allowing us to meet the needs of our current Members, while also enabling potential new Members to experience Peloton for the first time.”
Peloton has also announced recent partnerships with Dick’s Sporting Goods, Amazon, and has teamed up with Ashton Kutcher for “Our Future Selves,” a marathon training series.
Peloton’s CEO, Barry McCarthy, has been on a mission to get the company back on track. In an August letter to shareholders, he hinted at additional future partnerships and said the fitness brand has remained engaged in conversations with prospective retail partners. While McCarthy has said he doesn’t intend for his optimism to come across as “pollyanna-ish,” he’s also been quite blunt at times when it comes to Peloton’s circumstances and what it takes to course-correct. “Cash is oxygen. Oxygen is life. We simply must become self-sustaining on a cash flow basis,” McCarthy told Peloton employees when the connected fitness company announced layoffs and price hikes.
