Dick’s Readies Peloton Shops for Holidays

Outside of Peloton's owned sales channels, Dick’s will be the only retailer to carry this selection of connected fitness equipment, which includes the original Bike, Bike+, Tread and Guide.

The in-store shop will include co-branded interactive displays showcasing Peloton’s bikes, shoes and treadmill with informational signage. It will also promote an offer for a free 60 trial of Peloton’s mobile app.

The collaboration is the latest effort by Peloton to reach new audiences, expand its total addressable market and drive member growth, according to a news release. The brand aims to expand its U.S. geographic footprint and bolster its retail presence.

For Dick’s, the retailer hopes offering a high-value brand such as Peloton will bring new customers into its brick-and-mortar stores and e-commerce platform.

"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, said in the release. "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 teammates (i.e., store associates) will be trained by Peloton on its suite of equipment to help consumers choose the best products for them. At launch, deliveries will be fulfilled via Peloton's traditional in-home delivery and set up, with select purchases available for in-store pickup.

"This partnership is a natural fit for our brand and our member acquisition goals," said  Jen Parker, Peloton SVP of global direct sales. "Retail remains a critical touchpoint, and we want to provide the in-store experience that many current and prospective members still covet."