Luxury exercise bike maker and fitness brand Peloton and Grammy Award-winning artist Beyoncé have signed a multi-year partnership.
Peloton states that Beyoncé is the most requested artist by its global community of more than 3.6 million members.
Beyoncé’s collaboration with the company will commemorate Homecoming season, an annual fall celebration for students at Historically Black Colleges and Universities (HBCUs).
Beyoncé and Peloton worked closely to create a series of themed workout experiences to help extend Homecoming to Peloton members via classes across multiple fitness categories, including indoor cycling, running, strength, bootcamp, yoga and meditation.
The two are also gifting two-year Peloton Digital memberships to students at 10 HBCUs, providing access to a full library of fitness classes through the Peloton App that can be used with or without equipment.
The digital memberships will go to students at Bennett College, Clark Atlanta University, Grambling State University, Hampton University, Howard University, Morehouse College and Morehouse School of Medicine, Spelman College, Texas Southern University, and Wilberforce University, by the end of November.
Additionally, Peloton says that it will build on its relationships with each of these schools to pursue long-term recruiting partnerships at both the internship and undergraduate levels.
This special content is accessible via the Peloton App, which the company offers for $39 per month after a free 30-day trial period.
It’s also available through the $2,000-plus Peloton Bike, Bike+ and Tread+ exercise machines.
In the coming months, Beyoncé will continue to work closely with Peloton on various forms of class curation.
“Peloton and I both believe that the power of music can help uplift, motivate and inspire those on their fitness journeys.”
“Peloton and I both believe that the power of music can help uplift, motivate and inspire those on their fitness journeys,” said Beyoncé.
“I’ve been a Peloton member for several years, and I’m excited to partner with a company that helps people, young and old, be the best versions of themselves, in an innovative and adaptable way. I’m proud to celebrate the students at HBCUs with this donation, to encourage them to find and embrace their own wellness regimens.”
“Beyoncé’s commitment to empowerment and artistic expression is an inspiration to the entire Peloton community.”
Gwen Bethel Riley, Peloton
Peloton’s Head of Music Gwen Bethel Riley added: “Beyoncé’s commitment to empowerment and artistic expression is an inspiration to the entire Peloton community.
“It is a privilege to be able to work closely with her and her extraordinary team to broaden access to our platform and collaborate on incredible offerings we think our Members will love.”
Peloton – which got close to generating 1 billion dollars in the 12 months to end of June 2019 – was sued by music publishers last March for the alleged infringement of over 1,000 musical works.
The copyright lawsuit, originally for $150 million was later raised to $370m.
In February this year the National Music Publishers’ Association (NMPA) Peloton fully settled the litigation brought last year by 14 NMPA members.
Music Business Worldwide