Cody Rigsby and Jess King, who famously directed the filming of Peloton, are going to a Hilton near you. Somethings like that.
Hilton on Monday revealed plans to include a Peloton bike in fitness centers at each of its 5,400 branded hotels, from the Waldorf Astoria to the Hampton Inn, in the US. Most of the installation will be done by the end of the year, Hilton announced. Peloton offers both live and on-demand fitness classes through its device. (The company also manufactures treadmills and has rowing machines in operation.)
Bicycles installed at Hilton properties will feature double-sided pedals that can support regular sneakers in a clip-on port or pedal stand, should guests wish to bring their own pair from home.
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“At Hilton, we understand the importance of a reliable and welcoming stay that delivers wellness through all aspects of the guest experience, including spa programs, hotel design, amenities, and more. guest rooms and food and drink,” Matt Schuyler, Hilton’s chief brand officer, said in a statement.
A Hilton survey of US travelers found that 98% of respondents Priority health care activities when travelingand 90% of current Peloton app members say they’re more likely to stay at a hotel with a bike available to use.
Betsy Webb, global vice president at Peloton, said: “We recognize how important it is for Members to maintain their wellness routine while on the go, with data showing More than 1.6 million Peloton rides were completed globally on Peloton Bikes at hotels in the past year,” in a statement. “We are therefore delighted to partner with Hilton, allowing us to meet the needs of existing Members, while enabling potential new Members to experience Peloton for the first time.”
This is not the first fitness exchange event in the hotel space. Chain of luxury fitness centers Equinox has its own hotel in New York City (with plans to expand further) while Westin, which defines itself as a hotel brand rooted in healthcare, cooperation with New Balance to bring exercise clothes to guests who may have left their clothes at home. Hilton provided a Five Feet to Fitness program at some hotels, where a variety of exercise equipment is installed in guest rooms.
Peloton’s much-needed life raft
While the deal with Peloton is a major upgrade for the Hilton hotel gym across all of its brands, it’s also a big boost for Peloton, which has taken a financially worthwhile ride. amazed as gyms reopen and people go out thanks to the arrival of a COVID-19 vaccine and more treatment options a few years after the pandemic.
While Peloton hit a tough marketing patch just before the pandemic — thanks to a holiday ad showing a husband buying his wife a bike — the fitness company is a darling of the crowd. pandemic because their products are one of the few ways to access exercise classes during a time of lockdown early in the health crisis. The company came to a standstill as gyms reopened and life returned to normal.
Shares of Peloton are up nearly 80% this year alone, but news of the Hilton deal sent the fitness company’s stock price up 7% Monday afternoon. The Hilton deal is part of a change led by Peloton’s new CEO, Barry McCarthy, who took over the top job at the company in February. McCarthy’s tenure so far demonstrates the push to expand Peloton’s customer base, with moves like selling the device on Amazon and a deal with Hilton.
New Hilton Honors members to Peloton will also be able to receive a 90-day free trial subscription to the Peloton app, which includes non-spinning fitness classes from yoga to running.
McCarthy has previously indicated that expanding the user base of the Peloton app is a key part of his growth plans for the business.
“It’s the coolest app that nobody’s ever heard of, and we really need to fix that,” he said on an earnings call earlier this year. “And of course, because it’s relatively lightweight, it has the potential to grow rapidly across geographies and international expansion is one of the priorities.”
The Hilton deal may be domestic, but the Peloton wheel spinning at hotels in the US could certainly create a new customer base for a company like Peloton in dire need of it.
