Peloton Chief Financial Officer (CFO) Liz Coddington spoke earlier this week at the Citi Global TMT Conference, providing new insights into the company’s evolving retail strategy.
While answering questions, Coddington reiterated that Peloton plans to open 10 new micro-store showrooms by the end of 2025, part of the company’s shift away from its traditional retail footprint. We previously shared what cities those micro-stores will likely be located in.
These smaller, more flexible locations allow potential members to experience Peloton hardware and services in a streamlined environment. When discussing the new Nashville location – which opened its doors in November of 2024 – Coddington explained that these compact showrooms have delivered traffic and revenue on par with larger legacy stores, while being far more cost-effective to operate.
At the same time, Peloton is preparing to close its remaining “legacy” / traditional showrooms – having closed several locations at the end of June.
Coddington shared that the company currently had 13 traditional showrooms still open as of the most recent quarter, but the plan is to close all of them by the end of Peloton’s fiscal year in June 2026.
Roughly five closures are scheduled to take place by the end of this quarter in September of 2025, with the rest winding down gradually between now and next summer.
Once complete, Peloton’s retail presence will consist almost exclusively of micro-store showrooms, supplemented by select retail partnerships.
While not directly addressed in Coddington’s remarks, the flagship retail stores at Peloton Studios New York (PSNY) and Peloton Studios London (PSL) are expected to be exceptions to this overall strategy and remain open, given their unique role in the member experience of those who take Peloton classes in-person. These are not considered “legacy” showrooms by the company, since they are located inside the production studios.
Coddington noted that Peloton is continuing to explore evolving collaborations with partners such as DICK’s Sporting Goods, Costco, and FitShop – which provide more avenues for customers to experience Peloton products in person.
We will share additional information on the remaining traditional / legacy showroom store closings as exact details become available.
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