Peloton, Fitbit Ink Content Partnership

Peloton’s digital deals continue.

What’s happening: The connected fitness platform inked a multi-year partnership with Google Fitbit, delivering class content across 10+ modalities to Fitbit Premium users from September.

Of note, Peloton members will receive discounts on Google Pixel and Fitbit Charge 6 wearables.

In the lab. Peloton also announced upcoming beta tests, “reimagining” its digital experience.

• Personalized plans: goal-based programming using machine learning to generate  weekly class recommendations.
• Peloton Strength+ app: standalone app featuring audio-guided coaching and a custom workout generator.
• Gaming-inspired workouts: a new ​immersive, gaming-inspired cycling experience, separate from Lanebreak.

While rollout is TBD, Peloton says insights will help hone features and shape future products.

Open-ended. Peloton’s stock ticked up on the news, which comes as the brand prepares to report earnings next week.

Staying close to ex-CEO Barry McCarthy’s content-centered strategy, it’s bolstering app content via licensing deals with TikTok, lululemon, and NBA x WNBA.

Hinting at an open platform, Peloton OS could look like an integrated wellness hub — housing fitness content, health data, 1:1 coaching, nutrition, and more across brands and providers.

Punchline: Completing $1.35B in refinancing this May, Peloton has a longer runway to regroup. But, with its bottom line dependent on content consumption, it’ll be battling for screentime.