Peloton is strengthening its retail presence by entering into a collaboration with the Sport-Tiedje Group that will make the fitness retailer the exclusive distributor of Peloton fitness equipment in Germany. The collaboration represents a key milestone for the connected fitness company, expanding access to its fitness equipment and instructor-led classes in Germany. Beginning in early October, Peloton’s fitness equipment, including the Peloton Bike, Bike+, Tread and select accessories, will be available for trial at all 35 Sport-Tiedje stores in Germany, just in time for the upcoming holiday season. In addition, Peloton Bike, Bike+ and Tread will also be available in Sport-Tiedje’s online store.
Peloton has a total of 57 trainers, 11 of whom are German-speaking, and offers thousands of guided classes and high-quality fitness content that can be used by anyone, anytime, anywhere. Courses cover 16 different fitness disciplines, including cycling, running, cardio, strength training, yoga and meditation. This allows each member to tailor workouts to individual preferences and current fitness levels and experience a fun workout anywhere and at any stage of the fitness journey.
Sport-Tiedje: Europe’s largest fitness retailer
As part of the partnership, Sport-Tiedje will become the exclusive distributor of Peloton fitness equipment in Germany, in addition to Peloton’s own stores. By doing so, Peloton aims to expand its geographic as well as retail presence and attract more members in Germany.
Sport-Tiedje, based in Schleswig, Germany, is Europe’s largest specialty store and online mail-order company for home fitness equipment with 66 brick-and-mortar stores across Europe (in Germany, the UK, Austria, the Netherlands, Switzerland, Belgium, Denmark, France and Poland). The company is a wholly-owned subsidiary of the owner-managed Grau Fitness GmbH.
“The partnership with Sport-Tiedje opens up a new opportunity for us to bring the Peloton experience to a wider audience in Germany,” commented Martin Richter, Managing Director of Peloton Germany. “At the same time, it underscores our commitment to making fitness accessible to everyone, regardless of fitness level, everywhere.” Sebastian Campmann, Managing Director of Sport-Tiedje, added: “Our goal at Sport-Tiedje is to provide our customers with the best fitness products and experiences. Our partnership with Peloton, the leading innovator in the fitness industry, allows us to provide high-quality connected fitness solutions that complement our customers’ active lifestyles. We support them not only with expert advice but also with the opportunity to test equipment in person at our stores.” The team at Sport-Tiedje receives special training in the use of the Peloton equipment to provide the best experience for customers.
Geographic and retail expansion in full swing
Peloton’s efforts to grow through strategic partnerships are currently being seen internationally. Two recent Peloton deals include one with Liverpool FC in the UK and another with the University of Michigan, the likely starting point for additional partnerships with NCAA Division colleges in the U.S. via co-branded bikes that figure to help the company grow awareness for its brand and platform. Previous strategic go-to-market partnerships with Amazon, Dick’s Sporting Goods and Hilton hotels in the US have already had a positive impact on sales of Peloton’s Connected Fitness Units over the past two quarters.
