Peloton has announced a new partnership in Germany with Sport-Tiedje, one of Europe’s largest home fitness and sporting equipment retailers. Peloton shared the news via press release, which translates roughly to:
Peloton today announces a significant milestone in its expansion strategy: Peloton is entering into a strategic partnership with Sport-Tiedje, the renowned fitness specialist and leading provider of home fitness equipment in Europe. The collaboration marks a key milestone for the company, expanding access to Peloton’s state-of-the-art fitness equipment and instructor-led classes in Germany.
The collaboration will include bringing Peloton’s original Bike, Bike+, and Tread, as well as select accessory products, to 35 Sport-Tiedje locations in Germany. The equipment will be available beginning in October of 2023. In addition, the products will also be available via the Sport-Tiedje online store.
The press release notes that Sport-Tiedje will be Peloton’s “exclusive sales partner” in Germany outside of Peloton’s own retail stores. Managing Director of Peloton Germany Martin Richter provided the below quote about the new partnership (roughly translated):
“The partnership with Sport-Tiedje gives us a new opportunity to bring the Peloton experience to a wider audience in Germany. At the same time, it underscores our commitment to making fitness accessible to everyone, regardless of fitness level, anywhere.”
The structure of the partnership with Sport-Tiedje appears to be similar to Peloton’s collaboration with DICK’S Sporting Goods in the United States. First launched in 2022, the deal allows DICK’S to sell Peloton equipment on their website and more than 100 DICK’s retail locations across the United States. However, the partnership with Sport-Tiedje appears to include every retail store in Germany – not only select locations.
You can read more details about Peloton’s new partnership with Sport-Tiedje via the press release.
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