Peloton Strengthens Relationships to bring Accessibility and Convenience across Germany and Austria

As part of its ongoing commitment to help Germans meet their fitness goals, Peloton has expanded its relationship with leading retailer Fitshop (formerly Sport-Tiedje) as its retail partner for Peloton products for consumer sales. German and Austrian consumers can also purchase Bike and Bike+ on Amazon. The expanded relationship with Fitshop and the continued collaboration with Amazon signifies Peloton Germany’s shift from a direct-to-consumer retail model to a third party sales and distribution model. As part of the transition, Peloton will phase out the Peloton Rental program in Germany. 

Ongoing Collaborations with Fitshop and Amazon

From September 2024, Peloton products, including the Peloton Bike, Bike+, and Tread, as well as select accessories, will be sold and distributed through Fitshop’s 43 retail stores across Germany and Austria. Additionally, Peloton products are available in Fitshop’s nine UK locations. Fitshop, a key partner for Peloton, allows customers to experience and purchase Peloton equipment directly in-store, enhancing accessibility and engagement.  Amazon, known for its fast delivery and customer-centric approach, will continue to be an important collaborator, ensuring Peloton products are readily available for purchase and delivery in Germany and Austria. Peloton and Amazon have a multi-year collaboration where Peloton products and in-home assembly services are also offered in the US, UK and Canada (self assembly is available in Canada).   “Peloton Germany’s move from a direct-to-consumer model to a third party model for sales, retail and distribution will enhance how Members purchase and experience Peloton,” said Martin Richter, General Manager of Peloton Germany and Austria. “Fitshop and Amazon provide us with accelerated and streamlined paths to purchase and delivery as we evolve our retail and go-to-market strategies to maintain category leadership, deliver personalized fitness experiences and attract new Members to Peloton.” 

The Peloton Germany Member Experience

As Peloton shifts to a partner-centric model for sales and distribution, Bike, Bike+ and Tread will no longer be sold online through Peloton’s website. Peloton Germany’s website, www.onepeloton.com/de-DE, is now a destination that showcases Peloton’s product portfolio and the Peloton App. Consumers will be directed to Fitshop or Amazon to purchase and arrange delivery of products and select accessories such as Bike Mats and cycling shoes. For consumers who want to try Bike, Bike+ and Tread, Fitshop will offer in-person and hands-on demos across its retail locations. 

Peloton Rental and Peloton Bike Refurbished Programs to be Phased Out

The Peloton Rental and Refurbished Bike programs will be phased out at the end of September 2024. For Peloton Members who have rented a Peloton Bike, all existing rental contracts will be honored through the end of their rental term.  Peloton will offer Member support services to its German Members, whether product has been rented from Peloton or purchased through Fitshop or Amazon. The manufacturer’s warranty on all Peloton products purchased in Germany and Austria will continue.  Peloton continues to invest in hardware, software, content and the Peloton Member experience. With more than 8,000 on-demand German classes, and live classes taught by German speaking Instructors, Peloton’s German and Austrian community can access an expanding variety of content spanning 16 fitness disciplines from cycling, running and strength to yoga, meditation and pilates, available anytime, anywhere on Peloton Bike, Bike+, Tread and the Peloton App which is available on Google Play and the Apple App Store.