Peloton Connected Wellness Strategy Outlined by CCO

Dion Camp Sanders detailed Spotify, gym equipment, and Pilates as proof points at the ATN Innovation Summit.

Peloton wants the industry to know it has outgrown the bike. At the ATN Innovation Summit in New York City last week, Peloton Chief Commercial Officer Dion Camp Sanders sat down with Athletech News founder Edward Hertzman for a fireside chat that laid out the thinking behind Peloton connected wellness, the framework Sanders used to describe everywhere the company is now showing up.

Sanders, who joined Peloton in January 2019 and stepped into the chief commercial officer role in April 2025, opened by looking back at the company he joined. At the time, roughly 85 percent of Peloton’s revenue came from a single product, the original Bike, and the company had fewer than 400,000 connected fitness subscribers. Today, about two-thirds of Peloton’s revenue is recurring, its hardware lineup spans five products, and the company sells through direct-to-consumer, retail, and commercial channels alike.

He shared highlights of the conversation on LinkedIn, describing the shift as Peloton “growing into a comprehensive wellness company.”

Spotify as a Distribution Engine

One thread Sanders returned to repeatedly was reach. Peloton’s partnership with Spotify, which placed more than 1,400 Peloton classes inside Spotify’s fitness hub, has become a meaningful way to put Peloton content in front of people who have never owned a Peloton product. Sanders said roughly 40 percent of classes taken through the partnership have come from markets where Peloton does not sell directly.

“It’s literally mainly a vehicle for us to reach new people,” Sanders said, describing the deal as a content licensing arrangement built around two culturally relevant brands.

Equipment Built for the Gym Floor

Sanders also detailed Peloton’s push into commercial fitness, anchored by Precor, the equipment manufacturer Peloton acquired in 2021 and which now has machines in 80,000 gyms across more than 60 countries. The company’s Commercial Series, industrial-grade Bike and Tread models built for high-traffic gym floors, is set to begin shipping this fall.

Sanders pointed to Peloton’s growing roster of connected apps, including Strength+, the breathwrk app, and a one-on-one virtual personal training beta with Trainwell, all of which feed back into a member’s Peloton profile, workout history, streaks, and Club Peloton rewards.

“It’s like a fully integrated experience that enables us to serve our members whenever and wherever they want,” Sanders said.

Strength, Pilates, and Peloton Connected Wellness

Sanders said the long-term goal is to build out Peloton connected wellness across categories including strength and mobility, nutrition and hydration, mental well-being, and sleep and recovery. Strength is already delivering results: more than two million members completed strength workouts last quarter, making it the platform’s biggest and fastest-growing category after cycling.

Pilates is following a similar curve. Usage of Peloton’s existing Pilates content grew 48 percent year over year last quarter, a trend that lines up with the company’s recent acquisition of Skōp, the startup behind a connected Pilates reformer.

Sanders also addressed the rise of competitive fitness, noting Peloton’s existing collaboration with HYROX and that several instructors already teach content designed to help members train for HYROX races. He said Peloton plans to lean further into structured training for competitive formats going forward.

Through all of it, Sanders kept returning to one idea: meeting members wherever they happen to be, whether that’s a hotel gym, a Pilates studio, or the start line of a race.

“You’re never alone,” Sanders said of Peloton’s community, calling it one of the main reasons members choose the platform and stick with it over time.

Source: From Spotify to Pilates & Hyrox, Peloton Charts Life Beyond the Bike | Athletech News: Courtney Rehfeldt, June 23, 2026

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