Peloton is looking to meet its members where they are – literally. During the recent Q3 2025 earnings call, CEO Peter Stern revealed that Peloton plans to triple the number of real-world events it hosts over the next year.
These events could range from instructor meet & greets and community runs to brand activations at major races and expos. Stern emphasized that creating more in-person opportunities is a key part of Peloton’s broader strategy to reignite growth. He stated:
“We need to meet members in more places. We talked about this, but we’ve been, to date, reducing our presence, for example, in retail and we need to find ways now cost effectively to get back into retail. And then, of course, I’ve talked about gyms and hotels, those are big opportunities, and also real-life events. We set a goal for our content team of increasing the number of real-life events we’re in over the next year by 3x.”
While exact details of upcoming events were not shared, past examples suggest a variety of formats are on the table. In 2024 Peloton partnered with Latinos Runs, Latinas Run, and Black Girls Do Run for a series of outdoor community runs across several U.S. cities and in the United Kingdom. Peloton has also held events around major marathons in New York City, London, and Berlin; occasionally hosts meet & greet events with instructors at Peloton retail locations; and sends instructors to various non-Peloton partner events such as with lululemon and the YMCA. Peloton also hosts numerous events at their studio in New York, from special events in the evenings, to lululemon members weekend, and more.
Instructor-led shakeout runs, pop-up experiences, and meet & greets could all be part of the expanded push in the future. The announcement marks a notable shift from recent years, when Peloton pulled back from physical retail and large-scale events.
Early Peloton members will recall that Peloton used to hold a yearly “Homecoming” event. This was an annual member celebration, typically held in early May, with a weekend full of special classes, panels featuring the instructors, and a keynote from Peloton’s CEO during which major announcements were made. Until 2020, Homecoming took place in-person in New York City with members congregating at the Peloton Studios New York (PSNY). 2020, 2021, and 2022 all saw virtual homecoming events, with panels and talks being live-streamed to members.
In 2023, Peloton pivoted to Peloton on Tour. Peloton on Tour saw Peloton bring activities and instructors to several cities around the world over the course of several months. Each Peloton on Tour stop marked a three day festivity in each city, with events happening throughout the weekend, a chance to meet Peloton instructors in person, and opportunities for the local communities to get together. Peloton on Tour stopped in Los Angeles, Atlanta, Chicago, Berlin, and London.
Peloton has not held an in-person event of this scale since. The renewed focus on live, in-person connection suggests a potential pivot – though Stern has yet to hint if we could see the return of a flagship event like Peloton on Tour or Peloton Homecoming; or the debut of something entirely new under Stern’s leadership.
Beyond member engagement, the initiative is also a strategic lever for growth. According to Stern on the earnings call:
“By being in retail and gyms and commercial and growing internationally and being in more real-life events and having a greater presence online, all of that adds up [….] more opportunities for us to grow members. So, you can view that as driving the number of members up.”
With community at the core of Peloton’s identity, more face-to-face moments could help the Peloton reconnect with loyal members and attract new ones. Whether that means larger annual events, local activations, or something in between, members can likely expect to see Peloton popping up in more cities in the future.
We will share details on Peloton’s planned increase of in-person events as more information becomes available. In the meantime, you can catch up on any news you may have missed from the earnings call via our overview article.
Would you like to see Peloton host more in-person events? Share your thoughts in the comments.
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Please come to San Diego! Great weather all year, count on us!
As usual the southern hemisphere gets ignored. I understand we’re a much smaller membership base in Oz but it’s starting to feel like Peloton have given up on us down here. 🙁