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Peloton Bikes into DICK’S Sporting Goods

Peloton Bikes into DICK’S Sporting Goods
Image courtesy of Peloton

Peloton bikes will soon be available for purchase at more than 100 DICK’S Sporting Goods stores and online at DICKS.com. The new partnership will launch early in the holiday season and include Peloton’s Bike, Bike+, Tread and Guide products, as well as select accessories.

“Peloton is a powerful brand with a very loyal following and a product mix that’s compelling for any fitness enthusiast,” said Will Swisher, SVP of Merchandising, Hardlines at DICK’S in a statement. “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.”

DICK’S will be the only retailer to carry this selection of Peloton’s connected fitness equipment.

“This partnership is a natural fit for our brand and our member acquisition goals,” said Jen Parker, SVP of Global Direct Sales for Peloton in a statement. “Retail remains a critical touch point, and we want to provide the in-store experience that many current and prospective members still covet.”

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This latest initiative with DICK’S will further support Peloton’s efforts to reach new customers by expanding its footprint. In August 2022, Peloton announced it would begin selling its Bike, Guide and a selection of accessories and apparel on Amazon in the U.S., marking the first time that the fitness brand’s products were sold outside of its own channels.

Peloton has also been developing new approaches to product sales, supply chain and membership throughout 2022 to reverse declining sales. It launched One Peloton Club in March 2022 as it trialed a monthly equipment rental model paired with its on-demand classes and expanded the program in September 2022. The introduction of the rental program was followed by changes to the company’s pricing structure in June as it increased the costs for memberships.

Following a difficult 2021, Peloton is also in the midst of an executive shakeup. The appointment of Barry McCarthy as CEO and President was followed by a number of executive departures throughout 2022, including Peloton’s Co-founders John Foley and Hisao Kushi, who resigned in early September 2022.

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