Peloton Launches Secondary Market Onboarding Experience to Solidify Member Adoption

In the past several months, Peloton has seen a steady uptick in the number of new connected fitness Members coming to our platform through secondary market purchases, such as eBay, Facebook Marketplace, Craigslist, and others. Although these are not sales channels owned by Peloton or any of our third-party distribution partners, we want to ensure these new Members receive the same high-quality onboarding experience for which Peloton is known. 

Starting today, we are initiating a new, one-time $95 USD / $125 CAD used equipment activation fee in the US and Canada. Applicable pre-owned products include the Peloton Bike, Bike+, Tread, Tread+, Row, Certified Refurbished Bike, and Certified Refurbished Bike+ products purchased from a previous hardware owner. Peloton Guides are not included in the activation fee. 

For secondary market customers who buy Peloton Bike and Bike+, we offer a virtual custom fitting. Those Members will also have continued access to a Peloton History Summary for their pre-owned hardware that offers details about the product’s service history, warranty and more. Across our pre-owned product portfolio, secondary market customers will also receive a Virtual Product Onboarding and discounts on select accessories and spare parts. The used equipment activation fee is designed to support seamless Member adoption to our platform and enable continued feature functionality support for these devices, while also contributing to the company’s long-term growth and sustainability. 

Additional background details follow: 

Q: What is the Secondary Market? A: The secondary market includes sales channels that are not owned or managed by Peloton or Peloton third-party distribution partners. Examples include Facebook Marketplace, Craigslist, Reddit, and other Member-managed sales channels.

Q: What can be expected during the Virtual Product Onboarding? A: During the Virtual Product Onboarding, Members can expect to be welcomed to the Peloton community by one of our Retail team members as they provide a custom overview of a Member’s Peloton equipment. The Retail team member will highlight exciting product features and content offerings, provide an overview of useful fitness accessories, and listen to Members’ fitness goals and interests to suggest classes and instructors. There will also be time for the Retail team member to answer any additional questions about the pre-owned product. 

Q: Will Peloton Rental Bikes require the Used Equipment Activation Fee? A: No. The resale of a rented Peloton Bike is considered fraudulent, therefore no Peloton Rental Bikes should be available for purchase on the Secondary Market, i.e. making them ineligible for this fee. Peloton prohibits activation of an All Access Membership on any fraudulently resold Peloton Rental Bike.