Peloton Just Announced New Partnerships and One Acquisition

The company has also expanded its "human connections" offerings.

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Peloton announced a whole new fleet of equipment devices and the addition of AI fitness coaching, all in an effort to usher in "a new era of connective wellness." The upgraded Bikes and Treads will probably be the biggest news of the day, but I was interested in another development: the brand's new partnerships and acquisition, which are also aligned with that "connective wellness" goal.

The company deepened its partnership with Hyrox, partnered with two new companies, and acquired Breathwrk, all while also adding more depth to existing elements of "human connection" on its robust platform.

Peloton acquired Breathwrk

Yesterday, I attended the press event announcing all the big Peloton news. For the most part, everything made sense. New devices, better software, and updated classes to go along with them seemed like logical steps for a leading at-home fitness company to take over a decade into its existence. But then a presenter mentioned that Peloton had "acquired Breathwrk." This, it turns out, is exactly what it sounds like: It's an app that guides the user through breathing exercises—like calming breaths, breathing for sleep, and breathing for energy—designed to "unleash your peak mental and physical potential."

Earlier this year, Peloton execs hinted at price increases for memberships and mentioned a plan to roll out more "fitness and wellness experiences." To that end, I've noticed a lot more "wellness," generally, in the app's offerings. Beyond the cardio and strength classes Peloton is known for, I've found meditation, "reflection rides," and nutritional content. It's been obvious for a while that the company's aspirations are greater than dominating the exercise space; they want to go deeper on mental health, nutrition, and everything else that goes into being well-rounded and healthy.

Per Peloton, All Access and App+ members can now access Breathwrk's app by using their Peloton login credentials. Further integrations between the two will be "coming soon."

Peloton's new partnerships

Peloton also announced partnerships with the Hospital for Special Surgery and Respin Health. HSS is a leader in orthopedics and rheumatology. Together, the two will "produce programming focused on musculoskeletal injury prevention and recovery." That's all expected to start rolling out in the next few weeks. It's another bit of news that makes sense. In announcing the addition of an AI coach to personalize every member's workout plan, Peloton's reps pointed out that the software will use users' goals and existing workout data to outline what they should do for the next week—including when they should take rests. While ramping up wellness initiatives, Peloton hasn't overlooked the role rest plays in overall health. I'm interested to see what the HHS programming looks like in practice.

Respin is a platfor, launched by Halle Berry for those going through everything from perimenopause to postmenopause. The two brands will co-create an eight-week program of Peloton classes to specifically target symptom relief and various improvements for members going through those life changes. Again, these are coming in the next few weeks.

Finally, Peloton is doubling down on its partnership with Hyrox. That isn't a new partnership, but it's one that has apparently been fruitful enough to warrant the allocation of more resources. If you don't know, Hyrox is a relatively new sport that involves running plus competing in things like sled pulls and pushes, among other exercises. You have to row, do burpees, and do a farmer's carry, too, all in the name of demonstrating how versatile you are as an athlete. Peloton has had a special Hyrox training program in place for a few months now, but plans to expand its offerings with new branded classes that support training for the various parts of the race.

Improvements to "human connections"

Peloton is also expanding what users can do with its existing offerings aimed at "human connections." Primarily, this involves the addition of Club Peloton and Official Peloton Teams.

Club Peloton is a recognition program that awards users a rank based on how consistently they work out and whether they try new types of exercises. If you check your Peloton app right now, you might find you've already been assigned a rank, like bronze, silver, gold, or legendary. The idea is that your rank will eventually earn you rewards, like discounts on products or early access to classes. You'll also get a profile badge which will be visible to others when you're on a class leaderboard.

Official Peloton Teams is an expansion of Peloton's popular Teams feature, which I already love. With Teams, you join forces with friends and compete with or against them to hit certain goals, like a particular amount of workouts per week. You can also join Teams based on attributes like life stage (like being a new mom) or region (like the city where you live). Official Peloton Teams are the newest part of all that and are helmed by the company's famous instructors. You can join ones like Move for Life, Cross Training, Hyrox training, and Menopause Health.