Peloton Teams Up With Liverpool FC for Special Fitness Content
The deal comes as Peloton reports strong subscriber growth in the U.K. and has signaled its intentions to push further into international markets
Peloton has inked a multiyear partnership with Liverpool FC, becoming the Premier League club’s first digital fitness partner.
The deal, designed to enhance the experience of the Liverpool and Peloton communities, will introduce fans to Peloton’s anywhere, anytime fitness content. The two will collaborate to provide exclusive LFC content on Peloton’s platform with promises of “unforgettable experiences” for Reds fans and Peloton members.
The connected fitness company also has a presence at Liverpool’s AXA Training Centre and the men’s team’s pre-season training camp in Germany. Peloton’s signature Bike, Tread and accessories are now available on-site to support the players’ training, fitness and well-being.
In the future, Peloton will have an added presence at the LFC Women’s facility at Melwood. A launch video, filmed at the AXA Training Centre, was produced by LFC and Peloton to hype up the new partnership.
“We are delighted to welcome Peloton to the Liverpool FC family,” said Ben Latty, commercial director at Liverpool FC. “This is a truly unique partnership and we’re excited about growing and activating this meaningful relationship to benefit both LFC and Peloton communities.”
Latty added that Liverpool and Peloton will provide fans and Peloton members with exclusive content and memorable one-of-a-kind experiences.
“Peloton delivers an unparalleled fitness experience with thousands of classes across different fitness disciplines, expert instruction and great music,” said Charles Quartey, senior director of international marketing for Peloton. “The collaboration with Liverpool Football Club gives us an opportunity to introduce more people to the range of content Peloton offers.”
Peloton’s Shift From Hardware to Content
The deal is one of the first after Peloton’s recent rebrand, where the company announced its intentions to shift away from hardware and put more emphasis on its digital content offerings. Peloton’s rebrand includes three subscription tiers, one of which is free.
While recent filings reveal that hardware sales in Peloton’s U.K. division have slowed, the connected fitness company’s subscription revenue in the U.K. increased 89% over the prior year.
Peloton CEO Barry McCarthy has also alluded to the connected fitness company identifying international growth as key, an area of the business he said Peloton would discuss more in the upcoming quarters.
Peloton’s next earnings report is expected Aug. 24.
