Five years ago, spotting a signature Peloton delivery truck in the neighborhood meant another fitness consumer was entering the world of premium at-home workouts. It also meant they were in luck—sort of. As demand for Peloton’s at-home connected fitness experience surged during the pandemic, hopeful Pelotoners often faced long shipping delays and delivery drivers scrambling to keep up.
Fast forward to 2025, and a new secondhand market is emerging—one that emphasizes sustainability and has given the connected fitness giant a whole new audience, courtesy of Trade My Stuff.
Behind the concept is Ari Kimmelfield, who is responsible for giving Pelotons new life—and new owners—while taking care of the heavy lifting (literally) for those looking to offload their bulky fitness equipment.
“It was just like, how do we get these unused, dust-collecting Peloton bikes back into use? Because clearly, at the right price, there is demand for this product—it’s a premium product,” Kimmelfield says.
The right price may be putting it mildly. On Trade My Stuff, consumers can expect to score a Peloton product for roughly a third of its original retail price, beginning at $499.
Kimmelfield has been at the Trade My Stuff game for about a year now, and while Peloton remains the platform’s most in-demand product, it’s far from the only one. The startup also resells fitness hardware from leading brands like Tonal, Hydrow and Concept2, along with recovery products like cold plunges and saunas.
Tackling both the selling and the buying market while offering premium equipment at a reduced cost is a win-win for everyone, Kimmelfield says. The startup has developed a white glove delivery team (which has even delivered to a 150-foot yacht in Florida) and a service department where trained experts can fix equipment.
“And it’s even a win for Peloton,” he adds. “Because every time we move one of these, Peloton is getting a subscriber.”
The connected fitness giant is well aware of Trade My Stuff, as Kimmelfield reached out to Peloton early in the process. Peloton has even begun referring customers to his service when they need help with repairs, he says. Last year, Peloton acknowledged the secondary market as fruitful, citing a steady stream of paid connected fitness subscribers, up 16% year-over-year in Q4.
“I would say, overall, it’s like a symbiotic relationship,” Kimmelfield says, referring to Peloton’s rollout of a one-time $95 activation fee for used hardware that, when applied to re-loved equipment, presents a significant revenue opportunity.
As for the buyers, Kimmelfield says they can rest easy knowing the equipment has been thoroughly reviewed with a three-point inspection process that reveals if any components have been replaced and even lists the ride count.
Once it’s delivered, the full-service Trade My Stuff delivery team sets up the equipment and helps customers connect to WiFi and create an account or log in, whatever it may be. A delivery guarantee gives the purchasing customer 24 hours to inspect and use the equipment.
Trade My Stuff has been a hit as far as direct-to-consumer, but it’s also become a cost-effective solution for businesses and organizations—from hotels and fitness studios to a church in Buffalo, New York, that opened a spin studio. Kimmelfield says that by placing a bulk order through Trade My Stuff, the church was able to outfit the space at a fraction of the cost.
“When it comes to our biggest asset, I think it’s definitely our logistics team,” he shares. “I think we’re about 1,400 delivery drivers strong right now and we don’t outsource any of it. We do our own palletizing. So the logistics is something that can be used from gym equipment to saunas to hot tubs. So that’s an exciting avenue of growth for the next couple of years.”
While Trade My Stuff is off to a strong start with both domestic and international customers, additional initiatives—soon to be revealed—are already in the works to take it to the next level.
For now, Kimmelfield is ecstatic about the response—a testament, perhaps, to his customer-first mindset.
“At the end of the day, if you just want to do the best for the customer, I think the business side of it takes care of itself, and that’s kind of what we’ve seen,” he says. “The reviews kind of talk for themselves. People are so excited when they find out about us—when they either sell with us, or they buy from us and they get next day delivery. We had someone that texted me and he’s like, ‘I think you just beat Bezos.’”
