Peloton has secured a spot in the Lone Star State, entering a partnership with the University of Texas and outfitting a zone within Gregory Gym, an on-campus gym, with its signature connected fitness equipment.
According to Gregory Gym’s website, the Peloton-branded fitness zone features seven Peloton Bike+ and Row workout stations. Both on-demand and live classes will be available. Gymgoers can access the equipment without a paid subscription by simply using their email address to create a username and password. Current Peloton members can sign in with the credentials associated with their Peloton app or All-Access membership.
There is also a call to action at the bottom of the site to join the #PelotonatTexas community and connect with fellow Longhorns, discover workouts, compete in real-time and send encouragement—building on Peloton’s continued focus on community.
The collegiate push could revive a somewhat similar effort Peloton explored in 2023 with the University of Michigan. The connected fitness brand, now led by CEO Peter Stern, began targeting millennial males in an ad campaign late last year featuring NFL’s T.J. and J.J. Watt, showcasing Peloton’s challenging workout options and competitive angle. Similarly, Peloton has invested in understanding the preferences of Gen Z consumers across fitness and wellness.
Campus endeavors aside, Peloton is also gaining momentum in the tourism space with Hilton, where hotel guests can access Peloton’s on-demand fitness content on their guest room TVs. The connected fitness giant also struck a deal with Hyatt properties, where World of Hyatt members earn incentives for future bookings, upgrades, and experiences by fitting in a Peloton workout while staying at one of Hyatt’s participating hotels.
