Peloton is working its way deeper into the German market through a new strategic partnership with MediaMarktSaturn, Europe’s largest consumer electronics retailer.
The collaboration, announced on May 20, makes Peloton’s Bike and Bike+ available online via the MediaMarkt and Saturn marketplaces immediately, marking another third-party retail option for consumers in Germany. They will also be in select stores next month.
In a statement, Peloton said:
Peloton’s premium fitness equipment, the Peloton Bike and Bike+, is now available online through Peloton via the MediaMarktSaturn marketplace. The collaboration enables Peloton to leverage the retailer’s extensive digital presence, offering consumers a new, convenient way to purchase directly from Peloton via the online platforms of MediaMarkt and Saturn. Starting 2 June, Peloton will also have a presence in dedicated ‘Experience Zones’ at MediaMarktSaturn stores in Berlin, Ludwigsburg, and Düsseldorf. The Experience Zones allow customers to engage with Peloton’s immersive fitness experience first-hand.
As shared in the statement, beginning June 2 Peloton will also launch dedicated “Experience Zones” in select MediaMarktSaturn stores in Berlin, Ludwigsburg, and Düsseldorf. These interactive in-store spaces will allow customers to test out the Peloton Bike and Bike+ firsthand.
General Manager of Peloton Germany and Austria Martin Richter provided the following statement regarding the announcement:
“At Peloton, we know that trialling and experiencing our products is key to introducing our Members to the personalized, impactful and entertaining fitness experience that we offer. Expanding our presence through a trusted retail partner such as MediaMarktSaturn enables us to introduce Peloton to more consumers, no matter where they are on their fitness journey, and allows them to experience the magic of Peloton.”
Peloton’s move aligns with MediaMarktSaturn’s strategy, which blends digital convenience with in-store experiences across nearly 400 stores nationwide.
In addition to expanding access to hardware, the partnership gives new audiences a window into the Peloton platform and community. The press release points to Peloton’s more than 10,000 German-language classes and ten German-speaking instructors; as well as their special programming tailored to the interests and culture of their German member base, such as Oktoberfest-themed rides.
This move comes after Peloton ended direct sales in Germany in 2024 – opting instead to only make their products available through third party retailers like FitShop, Amazon, and now MediaMarktSaturn.
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