NEW YORK, United States — Fitness industry giant Peloton is gearing up to take its immersive, indoor cycling concept worldwide, starting with the UK and Canada.
Having disrupted the US fitness market with its unique brand of high-performance bikes and connected technology, the company hopes its first foray into the international marketplace will enable it to deliver its best-in-class fitness experience to a larger audience worldwide.
Starting this Autumn, Peloton will begin to ship its products to the UK and Canada, in what will be a milestone for the company’s continued growth. Further European markets will follow in 2019.
“Over 60% of the $100+ billion dollar global fitness market is outside of the United States, and the UK is the world’s second largest market,” commented Managing Director Kevin Cornils, who will oversee the expansion from Peloton’s recently-opened office in London’s Kings Cross — its first outpost outside of the US.
“We were increasingly hearing from potential members from the UK and Canada who were asking for the bike, so we listened and decided to launch the full offering, including retail showrooms, to bring them the same best-in-class experience as we’ve been building out in the US,” he added.
To cater to the new markets, Peloton is set to open retail locations in both London and Toronto, the fitness pioneer will also open a studio in London, slated for next year, to provide live and on-demand classes with British instructors, to match the local time zone.
Last week, the company debuted its second physical studio in New York. The Peloton Tread Studio, which offers a variety of fitness classes featuring activities both on and off the Tread, aims to further solidify the superiority of the brand’s most recent product and experience, and inspire a new generation of people to join the Peloton family.
With over 1 million subscribers and 32 showrooms across the US, Peloton’s success highlights the significant demand for at-home exercise equipment. Having won over the fitness elite, the brand is now focusing on making its products more accessible to a wider audience by introducing a new financing plan.. The initiative, available in the US, will enable those on a budget to spread the $2,000 cost across a monthly plan which starts at $97 including a subscription.
By tapping into these new markets, Peloton sees enormous potential to continue to disrupt the fitness market at an explosive rate.