New York-based fitness platform Peloton and Beyoncé today (November 10, 2020) announced a multi-year partnership rooted in the celebration of music, a signature component of Peloton’s virtual instruction, best known for its stationary bike classes.
In addition to music curation, Beyoncé will work with Peloton to highlight workouts of importance to her, including music, movement, fitness and wellness. The effort also includes a series of initiatives benefiting students at 10 historic Black colleges and universities (HBCU).
Peloton has benefited from pandemic-driven shift to at-home workouts though the stock fell 21% on Monday when Pfizer announced positive news on development of a COVID-19 vaccine. Peloton’s stock is up slightly today.
The music partnership with makes sense for the company, which cites Beyoncé as the most requested artist by the company’s more than 3.6 million members. At the same time, Beyoncé famously attended spin classes as part of her preparation for her 2018 Coachella performance.
As part of the partnership, Peloton and Beyoncé are gifting digital memberships to students at 10 HBCUs, providing access to a full library of fitness classes including indoor cycling, running, strength, boot camp, yoga and meditation, all of which can be used sans Peloton’s $1,895 stationary bicycle.
The digital memberships will go to students at Bennett College, Clark Atlanta University, Grambling State University, Hampton University, Howard University, Morehouse College and Morehouse School of Medicine, Spelman College, Texas Southern University, and Wilberforce University, by the end of November.
Additionally, Peloton will build on its relationships with the schools to expand recruiting efforts at both the internship and undergraduate levels.
“Peloton and I both believe that the power of music can help uplift, motivate and inspire those on their fitness journeys,” said Beyoncé in a press release. “I’ve been a Peloton member for several years, and I’m excited to partner with a company that helps people, young and old, be the best versions of themselves, in an innovative and adaptable way. I’m proud to celebrate the students at HBCUs with this donation, to encourage them to find and embrace their own wellness regimens.”
If you’re interesting in accessing Beyoncé’s Peloton content, the company provides a free, 30-day trial to access the company’s app. Peloton all-access membership is priced at $39/month.
Beyoncé photograph: Driely S. Carter.
Check out Peloton and Beyoncé’s campaign visual below.
