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Peloton Partners with Dick’s Sporting Goods to Sell Fitness Equipment, Signaling ‘Next Phase of Transformation Journey’



Peloton Partners with Dick’s Sporting Goods to Sell Fitness Equipment, Signaling ‘Next Phase of Transformation Journey’

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Peloton’s equipment will be available at 100+ Dick’s retail stores and Dicks.com

Peloton is expanding its retail presence with a new partnership with Dick’s Sporting Goods. With the new agreement, Peloton’s hardware will be sold at over 100 Dick’s Sporting Goods retail locations and on Dicks.com. 

Peloton’s original Bike, Bike+, Tread, Guide, and select accessories will be available at Dick’s locations beginning early in the holiday season. According to the connected fitness company, the exclusive partnership will allow Peloton to reach new audiences and drive member growth. In a statement released by Peloton, Dick’s will be the only retailer to carry this selection of connected fitness equipment.

The company’s new agreement marks the next step in Peloton’s transformation journey, as the once-dominant fitness brand continues its attempts to right the ship.

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“Peloton is a powerful brand with a very loyal following and a product mix that’s compelling for any fitness enthusiast,” said Will Swisher, Senior Vice President, Merchandising Hardlines, Dick’s Sporting Goods. “Being able to offer Peloton to our athletes – and to provide an in-store experience for them to see and test products – gives us and Peloton extended reach into the fitness market.”

Peloton says it will train Dick’s employees to have a broad knowledge of its connected fitness equipment and to assist customers in making product selections that meet their needs.

“This partnership is a natural fit for our brand and our Member acquisition goals,” said Peloton Senior Vice President of Global Direct Sales, Jen Parker. “Dick’s is a consumer-beloved brand with a large, incremental customer base, offering tremendous upside for us to reach broader audiences and attract potential new Members. Retail remains a critical touchpoint, and we want to provide the in-store experience that many current and prospective Members still covet.”

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Peloton recently announced the release of its long-awaited rower, which is currently unavailable in Dick’s retail line-up. Peloton has been attempting to broaden its distribution channels, announcing in late August that Amazon would be selling its fitness hardware. The fitness giant also said it would transition to third-party manufacturing this summer to simplify Peloton’s supply chain and cost structure – a key priority, according to CEO Barry McCarthy.

Executive shake-ups at Peloton continue, as well. Co-founders John Foley and Hisao Kushi recently submitted their resignations, and, earlier this week, Dara Treseder, Peloton’s head of marketing, announced she would be departing Peloton for Autodesk.

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