Peloton has expanded its market reach into Austria through new partnerships with Amazon and Sport-Tiedje. The company has been growing beyond its US market since 2018, operating now in Canada, the UK, Australia, and Germany. This expansion is Peloton’s fifth market outside the US, allowing Austrian consumers access to thousands of classes across 16 fitness disciplines, including Cycling, Running, Yoga, Meditation, Strength, and more.
Peloton Bike, Bike+, Tread, and Select Accessories Available in Austria
Peloton is offering its Peloton Bike and Bike+ to Austrian consumers, available for purchase through Amazon starting October 17. Select accessories required for the bikes are also available for purchase individually. Additionally, the Peloton Tread and the Peloton App will be available to Austrians. The Peloton App offers access to an expansive library of content that does not require Peloton hardware. It includes All-Access Membership, which is required to access content on Peloton hardware. The membership allows members to create profiles for the entire household.
Peloton’s State-of-the-Art Fitness Equipment Available for Trial and Purchase
Peloton has announced a new partnership with Sport-Tiedje, which enables in-person trials and experiences at the retailer’s seven brick-and-mortar locations. Consumers will be able to trial the Peloton Bike, Bike+, and Tread at any of Sport-Tiedje’s physical locations. Peloton equipment is also available for purchase at Sport-Tiedje’s online store.
Peloton All-Access Membership and App Available at Multiple Tiers
Peloton’s All-Access Membership is required to access content on Peloton hardware and costs €39 EUR per month. For individuals without Peloton hardware, the company offers standalone Peloton App Memberships with multiple membership tiers. The Peloton App+ is designed for the user who wants frictionless, unlimited access to Peloton’s vast library of classes, including all equipment-based cardio classes. The tier also offers exclusive access to classes featuring the latest specialty content, costing €24 EUR per month. Peloton App One is designed for the member who wants unlimited access to thousands of classes across 9 of Peloton’s 16 fitness disciplines, costing €12.99 EUR per month. This membership comes with the ability to take up to three equipment-based cardio classes per month for cycling and tread. Peloton App Free is designed to supplement a user’s current workout routine or as a taste-test of all Peloton has to offer for a new user. This tier is free and currently provides more than 50 classes curated across 12 of Peloton’s fitness disciplines.
Peloton Announces its Expansion into Austria
Dion Camp Sanders, Peloton’s Chief Emerging Business Officer, said, “Our goal is to make Peloton accessible to as many people as possible. Expanding our third-party relationships and introducing the magic of Peloton to Austria is a natural progression as we continue to support our members’ fitness ambitions in markets around the world. Through our expanded relationships with Amazon and Sport-Tiedje, we are excited to enter Austria, an important fitness market on the world stage.” It also is just a smart business move. For those of you better at geography than I am, you probably already know Austria is next door to Germany and that the official language is German. This means Peloton can leverage classes that are already being created!
Peloton’s Commitment to the Global Health and Fitness Market
Peloton’s fitness equipment and classes are designed to meet the needs of consumers around the world, helping them achieve their fitness goals. Peloton’s partnership with Amazon and Sport-Tiedje ensures that it can reach more consumers in Austria, who can trial its fitness equipment and classes, and access its expansive library of content. Overall, Peloton’s expansion strategy is focused on meeting the evolving fitness needs of consumers worldwide, while delivering a world-class fitness experience.
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