The rising interest in health and wellness isn’t just changing bodies, it’s changing the spaces they occupy and raising consumer expectations. A dusty basement gym in an office or hotel? Not going to cut it anymore. A condo building with outdated fitness equipment? Hard pass.
The pursuit of wellness has become unavoidable, and it’s now officially part of the blueprint (literally).
For good reason, too: the global wellness real estate market is heading toward $1.1 trillion by 2029, and 82% of consumers now rank wellness as a top or important priority.
And Peloton, once synonymous with the at-home fitness boom, is stepping directly into the center of it.
The connected fitness giant has released a new white paper that makes a clear argument: wellness has become an infrastructure requirement that now influences how buildings of all kinds compete and perform.
The white paper ties all of this together. Peloton breaks down how wellness is influencing planning, construction, amenities and programming through four pillars: community, technology, experiences and design, all of which give residents and guests more reasons to stay and engage.
According to the white paper, 71% of residents are more likely to choose a building with a well-equipped gym and hotel guests are willing to pay up to $40 more per night for access to premium fitness experiences.
“Our report shows that while wellness may look different for everyone, today’s consumer cares about putting their best foot forward each day,” Peloton wrote. “By supporting their efforts to promote their overall well-being, property decision-makers can win over these tenants and guests and secure their loyalty as they continue on their wellness journeys.”
A Commercial Pivot Takes Shape
It’s a strategic shift that’s also been building in Peloton’s orbit.
Over the past several months, the connected fitness brand has leaned heavily into commercial expansion, launching the Pro Series (a lineup of commercial-ready versions of the Bike, Bike+, Row and Tread+ Pro) alongside Peloton Spaces, a co-branded amenity program that turns underutilized corners of buildings into branded fitness zones.
It’s also an area where Peloton is leveraging its 2021 Precor acquisition, with the distribution and service network now anchoring its Commercial Business Unit.
Peloton CEO Peter Stern appears bullish on the strategy, telling investors last month that the company’s commercial business unit is “set up to win.”
“The market opportunity is large, and when I talk to gym operators, they all tell me that there’s only one brand that consumers ask for by name, and that’s Peloton,” he said.
He also pointed to Precor’s 60-country footprint, which gives Peloton a global platform that reaches far beyond its current six markets.
“That opens up opportunities for Peloton to enter these new markets in ways that build on existing distribution and relationships that we’ve already got, starting with B2B,” Stern said.
Making Inroads in Residential Real Estate, College Fitness Centers
Developers, at least in the U.S., are already running with it. At Utah City, a 700-acre mixed-use development along Utah Lake, Peloton is creating what the partners call a “Peloton-powered community.”
Every residential building will include Peloton Spaces outfitted with Bikes, Rows and, beginning in early 2026, the new Tread+ Pro. Residents also get access to private workout pods and adaptive training insights through Peloton IQ, the brand’s AI coaching platform. The partnership kicked off with a 200-person outdoor class led by Peloton instructor Kirra Michel.
Higher education is emerging as another front in Peloton’s strategy. At the University of Texas, the company built a fully branded zone inside Gregory Gym, complete with Bike+ and Row stations that let students take live and on-demand classes without a paid subscription.
Hospitality has become another of Peloton’s strongest footholds as hotels compete to differentiate their wellness offerings. Hilton guests can stream Peloton content directly through in-room TVs, while Hyatt has expanded its partnership to reward travelers for completing Peloton workouts across more than 700 participating properties. In October, Hyatt even took over Peloton Studios New York for an exclusive, World of Hyatt credit card members-only event.
