Two powerhouse brands are getting together to form one superhero team. Peloton, the popular fitness purveyor that recently reported a quarterly sales surge of 232%, has tapped Beyoncé, the Grammy award-winning singer who boasts 156 million Instagram followers, for a multi-year collaboration that includes themed workout experiences and special free memberships for students at historically Black colleges and universities in the U.S.
"Peloton and I both believe that the power of music can help uplift, motivate and inspire those on their fitness journeys," said
The new partnership is focused around the annual fall homecoming period, and will feature workout experiences such as indoor cycling, running, bootcamp and yoga. Two-year digital memberships, which can be used without Peloton bikes and treadmills, will go to students at 10 colleges including Bennett College, Clark Atlanta University, Howard University and Texas Southern University.
Peloton will work with the schools on building recurring programs for future internships and employment. In addition, Beyoncé will work with Peloton on new classes featuring music, movement and wellness.