Peloton has continued to scale back its physical retail footprint, closing five additional U.S. showrooms in June.
The recently closed Peloton showroom locations include:
- Los Angeles, CA – Westfield Century City
- Alpharetta, GA (Atlanta) – Avalon
- Skokie, IL – Westfield Old Orchard
- Paramus, NJ – Westfield Garden State Plaza
- Cherry Hill, NJ – Cherry Hill Mall
The list of closures include retail stores that Peloton has even held special events at in the past, such as meet & greets with instructors, community events, and Peloton on Tour stops. These closures follow another showroom closure in April, when Peloton closed the Oak Brook Center showroom in Oak Brook, IL.
With these latest shutdowns, Peloton now operates just 10 traditional showrooms across the United States.
This continues a trend of Peloton continuing to close the vast majority of their showrooms. Peloton closed numerous showrooms this spring, and closed more showrooms at the start of the year. At their peak Peloton had more than 75 showrooms in the US.
Peloton also recently opened one “microstore” showroom in Nashville, Tennessee, a smaller-format retail concept we shared about last year – which is essentially a mall kiosk. The Nashville micro store stands in stark contrast to Peloton’s former retail spaces, which were typically larger and more immersive. This minimalist approach resembles the company’s early days, such as the small-scale kiosk they once operated in Chicago’s O’Hare Airport.
While Peloton has also closed all their showrooms in Australia, they are operating two pop up showrooms this month – but those are not permanent locations. Last year, Peloton also stopped doing direct sales in Germany, instead opting to only offer devices for sale via third party partners.
In case you missed it, Peloton plans to expand the microstore model to additional cities later this year – signaling a pivot from its traditional showroom approach. This was discussed at length during the company’s latest earnings call, and you can read all the details via our overview article.
This shift reflects Peloton’s evolving retail strategy, focusing on more flexible, cost-efficient locations and closing traditional showrooms.
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