Peloton announced on Tuesday (Aug. 22) a partnership with the University of Michigan to support the fitness of students, athletes and alumni.
The partnership, facilitated by LEARFIELD, a media and technology services leader in intercollegiate athletics, designates Peloton as the official Connected Fitness Partner of University of Michigan Athletics.
As part of the collaboration, Peloton will introduce co-branded Peloton Bikes to the football sidelines, replacing the aerobic bikes currently used by players at the Big House. These co-branded bikes will also be utilized in various Michigan Athletics training facilities. In addition, Peloton will provide fitness instruction, co-branded content, and in-venue activations for University of Michigan football, basketball, hockey, and Olympic Sports teams and fans. Peloton will also sponsor “The Maize Rage,” the student cheering section at Michigan men’s and women’s basketball games.
The partnership will extend beyond physical fitness, as Peloton plans to integrate Michigan student-athlete influencers in an expanded name, image, and likeness (NIL) campaign. This campaign aims to reach students, alumni, and fans, building brand awareness and inspiring them to pursue their fitness ambitions.
Warde Manuel, the Donald R. Shepherd Director of Athletics at the University of Michigan, said in the release, “We look forward to collaborating with Peloton and LEARFIELD on projects ranging from beneficial opportunities for our student-athletes to enhanced membership possibilities and content for the entire U-M community.”
“Peloton is excited to be an official partner of University of Michigan Athletics,” said Dion Camp Sanders, chief emerging business officer. “Exercise, fitness, and sports are such an important part of the college experience and the physical and mental health of students. We’re proud to be a part of their journey and to bring amazing access and experiences to students and alumni.”
In addition to the partnership with the University of Michigan, Peloton is also expanding its reach by targeting small- to medium-sized businesses (SMBs) through its new B2B offering called Peloton for Business. This offering provides a unified portfolio of B2B well-being solutions for enterprise clients across various industries, including hospitality, corporate wellness, multifamily residential, education, healthcare, gyms, and community wellness.
Peloton has already secured partnerships with Hilton Hotels and the YMCA to provide its stationary exercise bikes. Commercial Peloton bikes will be available for unlimited users at no charge, and corporate customers will have access to fitness programming on the Peloton app.
Targeting SMBs has become an attractive growth strategy for businesses, as it offers a stickier customer base with lower churn and acquisition costs compared to traditional B2C approaches.