Peloton plans to double its micro-store footprint from 10 locations to 20 in time for this year’s holiday season.
The company shared the target in its Q4 fiscal year 2026 earnings materials. The letter to investors shared that micro-stores “outperformed internal sales goals, delivering an efficient in-person first party retail channel” and that Peloton plans to double the count in FY27.
CEO Peter Stern gave the specifics in his opening remarks on the call:
“We ended the year with a highly capital-efficient footprint of 10 micro stores, which consistently outperform our historical fleet of legacy showrooms. Based on this success, over the past few weeks, we have launched three additional micro stores. We plan to add an additional seven micro stores in time for the holidays, which would result in a doubling of our micro store footprint this year.”
Over the last 2 months, 5 new micro store showrooms have popped up across the US, including two that opened around the time of the earnings call. Those include:
- Peloton Chandler – 3111 W Chandler Blvd, Chandler, Arizona
- Peloton Woodfield – 5 Woodfield Mall, Schaumburg, Illinois
- Peloton Valley Fair – 2855 Stevens Creek Blvd, Santa Clara, California
- Peloton Washington Square – 9585 SW Washington Square Rd, Portland, Oregon
- Peloton Ridgedale – 12401 Wayzata Blvd, Minnetonka, Minnesota
Peloton first tested the mall-kiosk format in Nashville in late 2024, then set a goal of 10 locations by the end of 2025. They opened four in Massachusetts, Nevada, New Jersey, and Washington and three more in Georgia, Florida, and Virginia that October, then hit the number with Denver at the start of November.
These new microstore showrooms come following Peloton working to close every remaining legacy / traditional showroom, with the Peloton Studios New York and Peloton Studios London stores as the exceptions.
Stern also tied the retail buildout directly to what is coming next. Asked about the go-to-market plan for new products, he pointed to showrooms and third party partners as the way members get hands on the equipment:
“The reason I raise that is because as we start to introduce products in new categories, fundamentally new categories, that’s where that retail distribution is going to become even more important. You can see us building the foundation for new types of hardware based on the insights that we’ve had to date.”
That lines up with what Stern said about the product roadmap on the same call, with new equipment in an existing category arriving this calendar year and the first products in entirely new categories in fall 2027. A kiosk that people walk past in a mall is a cheap way to put an unfamiliar product in front of shoppers who were not looking for it.
You can find every current showroom location on Peloton’s store finder. We will continue tracking the micro-store openings as they are announced.
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