Peloton is getting into the resale game, wanting a piece of its own secondhand action.
The connected fitness company has quietly launched Peloton Repowered, a branded secondary marketplace that lets users list “pre-loved” Peloton hardware and accessories directly through the company.
Currently in beta for sellers in New York City, Boston and Washington D.C., the platform is part of Peloton’s initiative to eliminate third-party friction and reinforce its commitment to sustainability, according to its site.
In the past, Peloton has acknowledged the value of the secondary market, previously noting that it fuels a steady pipeline of paid Connected Fitness subscribers.
For now, Peloton Repowered is open for listings only, with purchasing functionality expected to roll out soon. Interested buyers and sellers can sign up to be notified when the full marketplace goes live.
Once a listing is active, sellers can coordinate either a professional delivery or direct pickup with the buyer. Sellers earn 70% of the final sale price, with funds released once the buyer confirms receipt and acceptance. To incentivize re-purchases, Peloton is offering discounts on new equipment: $400 off a Bike+, $200 off a Tread or Row and $600 off a Tread+.
To protect privacy, buyers see only a general radius of the seller’s pickup location, and sellers can choose a public meeting point within designated areas. Buyers also have the option to schedule professional delivery.
Repowered is poised to compete directly with Trade My Stuff, a fast-growing resale startup founded by Ari Kimmelfeld that specializes in gently used Peloton equipment (alongside other premium brands like Tonal) and manages the heavy lifting—literally—for both buyers and sellers. In an interview with Athletech News earlier this year, Kimmelfeld noted that Peloton is well aware of the platform and even began referring customers to TradeMyStuff when they needed help with repairs. The white-glove platform gives buyers peace of mind with three-point inspection process that reveals if any components have been replaced and even lists the ride count. Once a piece of equipment is delivered, the Trade My Stuff delivery team sets up the equipment and helps customers connect to WiFi and create an account or log in. Customers then have 24 hours to inspect and use the equipment.
The resale push comes as Peloton works to reposition itself beyond cardio, striving to become a full-spectrum wellness ecosystem with expanded offerings in strength training, mindfulness, sleep and recovery. The connected fitness company also plans to triple the number of in-person events over the next year in a bid to deepen member engagement. One such event is taking place this week with the debut of Peloton’s first-ever Run Club. Scheduled for Wednesday, the event will kick off at Peloton Studios New York and bring together running enthusiasts for a free 5K along the Hudson River Greenway.
The strategic shift follows a challenging third quarter, during which Peloton reported $624 million in revenue—a 13% decline. Connected Fitness product sales dropped 27% to $205 million, while subscription revenue slid 4% to $419 million. Paid fitness subscriptions fell 6% to 2.9 million.
