Peloton Pushes International Expansion

Peloton’s pursuit of growth is going global.

What’s happening: The American connected fitness company entered Austria, its fifth country outside of the US.

Expanding its relationships with retailers Sport-Tiedje and Amazon beyond Germany, Austrians gain access to the Peloton’s Bike/Bike+, Tread and app – featuring 5K classes produced by its roster of German-speaking instructors.

Changing gears. As sales in the US and UK slow, Peloton is rethinking its global strategy, starting at home.

• It overhauled its app, shifting the focus from hardware sales to content subscriptions.
• Peloton relaunched its B2B effort, targeted university athletics and teamed with lululemon on digital content.
• It expanded its bike rental program to Germany, broadened hospitality deals with Hilton and Accor and partnered with Liverpool FC.

Why it matters: Entering new markets, the brand’s turnaround depends on it being everywhere.

But, despite Sport-Tiedje’s presence in Belgium, Netherlands and Switzerland, Peloton’s pace may be slowed by language barriers it didn’t encounter in Canada, the UK or Australia — creating an opening for European smart equipment brands.

• Under new leadership, UK-based Wattbike secured funding to pursue international expansion and launch a new product.
• Mad Dogg Athletics, parent co of global cycling programme Spinning, acquired Spanish connected bike maker Volava out of administration.
• After planning to launch a standalone product, Dutch gym operator Basic-Fit launched its smart bike as part of a bundled hybrid gym membership.

Meanwhile, Italian equipment manufacturer Technogym is staking its territory with a new public-facing hub in the Benelux region and chain-wide supplier agreement with Saudi Arabian Leejam gyms – all while playing up its exclusive relationship with the Olympics.

Takeaway: For Peloton, there’s untapped opportunity in Europe, but as the field of rivals dwindles, the competition for consumer and commercial sales will intensify.