Last month, Peloton and the DFB Academy (German Football Academy) entered into a 2 year cooperation agreement. This was announced more widely this week by Peloton on their blog. The goal of the collaboration?
Together we will develop innovative training concepts and we will advance fitness innovation for the elite sport of soccer.
Members will have a chance to “train with”, and compare themselves against, some of the DFB teams and players. This will encompass both the men’s, women’s, and U21 German national teams. According to Tobias Haupt, Head of the DFB Academy:
We looked early on to find a balance, to define new standards and to guide the German football through this time highly motivated and successfully. With the Peloton Bike we can create new opportunities and a unique training offering. On top of that, together with Peloton, the DFB Academy has an opportunity to expand its role in innovation in the sport.
The first visible result of this new partnership is two “DFB” branded workouts. First up is a 20 min DFB: HIIT Ride with Irene Scholz, which will take place on Saturday, October 31st @ 3:00am ET.
We are an official partner of the German Football Association Academy (DFB-Akademie). Together we are celebrating 50 years of women’s football in Germany with this high intensity interval training that will leave you feeling energized and positive.
This will be followed immediately by a 30 minute DFB: Bodyweight Strength class led by Erik Jager @ 3:30am ET.
We are an official partner of the German Football Association Academy (DFB-Akademie). Together we are celebrating 50 years of women’s football in Germany with this strength session that uses your body weight to work your entire body.
We’ll keep an eye on what comes next out of this partnership. This is likely being viewed by some at Peloton as a marketing move as well, with the goal being to get the Peloton brand in front of a new segment of consumers (German soccer players) who might not have otherwise been familiar with Peloton. Perhaps in a future earnings call Peloton will provide some insight as to if this partnership moved the needle on sales or engagement at all.