In what’s fast becoming a regular occurrence, indoor cycling phenomenon Peloton has announced another heavy-hitting partnership, this time with cultural phenomenon Verzuz — a ‘face-off’ musical platform that has grown to prominence amid global lockdowns.
Its latest partnership comes hot on the heels of an announcement last week, in which the brand revealed it is also collaborating with sportswear giant Adidas on an apparel collection aimed at tapping into the loyalty and engagement of its 1 million-plus community. The move followed Peloton CEO John Foley’s recent admission that its “apparel sales are growing faster than the rest of the business”.
However, with the brand’s future growth strategy also firmly centred around giving its members access to more exclusive content, the Peloton Verzuz experience builds on its popular Artist Series — which has previously featured direct collaborations from artists such as Beyonce and DJ Tiesto.
Brought to life across multiple Peloton classes, the Peloton Verzuz experience will celebrate the iconic music of two legendary artists, in one friendly competition. To kick-off the series, the first classes will pair Brandy against Monica, with Peloton members able to use the Tag function during classes to decide whether they’re on team #VerzuzBrandy or #VerzuzMonica.
Following Brandy vs. Monica, the next matchup will feature Verzuz founders Swizz Beatz and Timbaland, with other rival artists set to be announced in the near future.
“When you look at Verzuz and Peloton, you’d be like, ‘Oh snap!’ It just sounds right,” Timbaland said in a promotional video announcing Verzuz’s new Peloton partnership.
“I feel that the parallel lines with Verzuz and Peloton are the same,” Swizz Beatz added. “You’re in the zone. Your energy is there. Everybody’s in the VIP, the same seats, at the show.”
According to Peloton, featured music has played a crucial role in propelling its growth, so it’s not surprising the company is investing in continuing that momentum — especially as gyms and fitness studios around the globe start to reopen.
Increasingly, digital fitness platforms have been shifting towards ‘eventizing’ their offerings to more closely replicate the immersive and community-based feel found within boutique fitness classes. And as the in-person fitness market starts to open up again, this will be more crucial than ever.
Echoing that sentiment, Gwen Bethel Riley, Peloton’s Head of Music, told Variety: “Both Peloton and Verzuz are rooted in engaged communities who show up for each other and celebrate together. Taking the musical phenomena that is Verzuz and eventizing it, in a way that is unique to Peloton, will provide our members with a way to access incredible artists and their legendary catalogues across multiple disciplines.”