Logo Peloton Interactive Inc. on a stationary bike at the company’s showroom in Dedham, Massachusetts, USA, on Wednesday, February 3, 2021.
Adam Glanzman | Bloomberg | Getty Images
The collaboration makes Dick’s the first brick-and-mortar retailer outside of its namesake stores to carry Peloton gear. Peloton was long exclusively a direct-to-consumer store before it started sells its products on Amazon in August.
The companies do not yet have a launch date, but said they are aiming to have Peloton products in more than 100 Dick’s stores in time for the holiday shopping season. Dick’s has more than 700 stores in the US
The companies announced Thursday that Dick’s will carry Peloton’s Bike, Bike+, Tread and Guide, a training system that uses a camera to track people’s movements, as well as cycling shoes and exercise mats. The products will be in specific Peloton displays and Dick’s employees will be trained to help customers with them. Dick’s customers will also be able to order Peloton products online in stores for delivery or pickup.
Peloton and Dick’s won’t price their products differently, even if Dick’s can’t afford it recently announced the $3,195 Peloton rowing machinewhich is currently only available for pre-order.
After enjoying a surge in demand during the pandemic, Peloton has been struggling lately expand your customer base and stop its losses. The partnership with Dick’s is the latest step under CEO Barry McCarthyturnaround plan. McCarthy, who replaced co-founder John Foley in the top job in February, joined at a time of mass layoffs and other cost-cutting efforts.
McCarthy focused on growing the company’s paid subscriber base and overseeing Peloton nationwide bike rentalscertified pre-owned equipment and partnership with Amazon.
“This partnership [with Dick’s] is a natural fit for our brand and our membership acquisition goals,” said Jen Parker, Peloton’s senior vice president of global direct sales.