Peloton Shifts Gears and Begins Selling Bikes and Gear on Amazon

Is this the first move that suggests the fitness brand might be for sale?

A man at home on a Peloton bike. The fitness brand has started selling some of its products on Amazon, marking a business shift.
After selling bikes only through their own sales channels, Peloton is now on Amazon

Peleton isn’t having the best year, which has seen the company go through a new CEO, layoffs, TV character deaths related to the Peloton bikes and a pause in production due to slowing sales. But in a move that might help its bottom line, the fitness giant has started selling its products on Amazon.

“Expanding our distribution channels through Amazon is a natural extension of our business and an organic way to increase access to our brand,” says Peloton Chief Commercial Officer Kevin Cornils. “We want to meet consumers where they are, and they are shopping on Amazon. Providing additional opportunities to expose people to Peloton is a clear next step, as we continue to generate excitement for our unparalleled connected fitness experience.” 

“We are thrilled to have Peloton products available for our customers in Amazon stores,” said Jim Adkins, Vice President of Recreational and Vocational categories at Amazon. “Peloton is all about bringing their community and energizing fitness routines into the home. With Amazon’s convenient shopping experience, we hope to further that mission by providing customers with high quality, innovative products to take their health and fitness to the next level.”

Previously, you could only buy Peloton bikes, accessories and apparel through the brand’s e-commerce site, sales channels and store showrooms.

While Amazon taking a cut may affect profits, it’s good news for consumers, who can get the same perks (free in-home delivery and expert assembly) through an e-commerce site they visit frequently. The next question, as TechCrunch posits, is whether the beleaguered fitness brand will be acquired, whether by Amazon or even Nike.

The Peloton Bike, Guide and numerous accessories are the first items available on Amazon, with TechCrunch suggesting the Tread and an upcoming rowing machine may soon follow.

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