Peloton Teams With NBA, WNBA

Peloton is getting in the game.

The latest: A multi-year partnership between Peloton, the NBA, and WNBA will see the brands collaborate on cross-platform experiences.

In addition to NBA- and WNBA-themed classes, Peloton members will gain the ability to stream NBA League Pass directly from Bike, Tread, and Row machines. Plus, Peloton will create co-branded content for the NBA’s new health and wellness platform, NBA Fitness.

Air ball. Peloton’s Q4 earnings revealed ongoing struggles, which the company has tried remedying with a shift away from hardware, toward a content-first focus. Now, it’s hoping the assist from partnerships can make it profitable.

• April 2023: Peloton teams with Hilton to put 5.8K Bikes in hotels across the US, UK, Germany, and Canada.
• August 2023: Targeting B2B, it expands corporate wellness programs and signs a broker deal with HR firm Sequoia.
• October 2023: Peloton and lululemon announce a five-year strategic partnership, putting its app content in front of offloaded MIRROR users.

And, beyond corporations, it’s enlisting universities to reach college students — leveraging the influence of NIL deals, social media, and school spirit.

NBA effect. Famous for its cultural influence, the NBA offers Peloton an immediate reputation boost. Leveraging access to the league’s top trainers, coaches, and community, the connected fitness company bolsters its own platform while expanding into strength, skills training, mental wellness, and more on the NBA App.

Of note, the NBA is no stranger to tech deals — its incubator program has previously tapped startups like Supersapiens and Uplift Labs to innovate within its ecosystem.

Punchline: Combining clout, Peloton hopes the NBA and WNBA can help it rebound. It’s pulling out all the partnership stops, but TBD whether content distribution deals convert to paying customers.