For the first time in more than two years, Peloton is expanding to a new country. On October 17, 2023, Peloton officially launched in Austria. Peloton shared the news via press release:
In Austria, Peloton will introduce the original Peloton Bike, the Peloton Bike+, the Peloton Tread, and the Peloton App to consumers. Austrians will have access to thousands of classes across 16 fitness disciplines such as Cycling, Running, Yoga, Meditation, Strength, and more. This includes more than 5,000 classes in German taught by its 11 German-speaking Instructors and thousands of German-subtitled classes. To celebrate the launch in Austria, there is special class content featuring the music of the legendary pop artist Falco.
A new webpage is now live for Austrian customers: https://www.onepeloton.at/. The launch includes the original Bike, Bike+, Tread, and the digital app.
The original Bike costs €1,445; the Bike+ costs €2,495; the Tread costs €3,785; and the required monthly All-Access membership required alongside any device is €39 per month. The digital-only app starts at €12.99 per month.
In quite a significant change, this is the first country in which Peloton is launching without their own retail stores or the ability to order directly from Peloton. Instead, all purchasing will run through Peloton’s third-party partners. At launch, Amazon will carry the Bike and Bike+, and Sport-Tiedje will carry the Bike, Bike+, and Tread.
Peloton spoke more about their launch using third party partners, saying:
“Our goal is to make Peloton accessible to as many people as possible,” said Dion Camp Sanders, Peloton’s Chief Emerging Business Officer. “Expanding our third party relationships and introducing the magic of Peloton to Austria is a natural progression as we continue to support our Members’ fitness ambitions in markets around the world. Through our expanded relationships with Amazon and Sport-Tiedje, we are excited to enter Austria, an important fitness market on the world stage.”
Peloton only recently partnered with Sport-Tiedje in Germany, announcing the initiative just over one month ago. Sport-Tiedje is one of Europe’s largest home fitness and sporting equipment retailers.
Note that German is the primary language spoken in Austria, meaning that Peloton is not growing into any new language offerings with this expansion.
This is the first new country for Peloton since they launched in Australia in July 2021.
We’ve been reporting throughout this year on Peloton’s plans to expand to new markets. At the start of 2023 Peloton CEO Barry McCarthy shared that the company was thinking about trying new international markets in the next fiscal year – specifically countries in western Europe. Just last month Chief Financial Officer Liz Coddington reconfirmed the target of western Europe and provided further specification about timeline; though she specifically mentioned the second half of FY24, which is not until January through June of 2024.
Though the Austria launch is rolling out earlier than Peloton previously hinted at, the country choice does align with their past sentiments around “adjacent” markets – meaning those similar to the countries in which they are already operational; in this case, Germany.
For more information about Peloton’s launch in Australia, check out the complete press release.
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Exceptional launch country. Austria has the highest gym prices and a very fit populous.