Peloton’s more than 3.6 million members requested music from Beyoncé more than any other artist, thus making the collaboration a hit.
I first learned of the partnership from one of my Facebook friends. She’s a longtime Peloton user, and an even longer time fan of Beyoncé. She was hoping she could parlay the introduction of one of her all-time favorite artists into her Peloton fitness regime, into getting another one of the brand’s products.
Peloton’s partnership with Beyoncé proves to be smart on various levels. Not only does it help them keep their existing customers happy, which can lead to a greater degree of loyalty, as evidenced by my friend’s reaction. But it also helps them reach a new more diverse audience, one they might not have connected with, without the partnership.
As part of the agreement, Beyoncé and Peloton will deliver a series of themed workout experiences commemorating homecoming season, a tradition at Historically Black Colleges and Universities (HBCUs).
Last year, Beyoncé released her Homecoming special on Netflix, which was a documentary chronicling her historic and record breaking Coachella performance the year before. Homecoming was an homage to homecoming at HBCUs, and served to delight Black viewers like me who were nostalgic about homecoming at their favorite HBCU and or alma mater, while also introducing it to a wider audience who had no idea what the tradition was all about.
This agreement allows Beyoncé to continue celebrating this important tradition in Black culture, as she brings it to the Peloton audience.
In addition, both Beyoncé and Peloton will gift two-year digital memberships of Peloton to students at ten HBCUs. The membership will give them access to the full library of fitness classes, including indoor cycling, running, strength, bootcamp, yoga, and meditation. Recipients of this gift can use the app with or without equipment.
Peloton also announced that it would deepen its relationships with each of the ten schools selected as they seek candidates for internships and full-time positions requiring an undergraduate degree.