Proactive Investors - Peloton Interactive Inc (NASDAQ:PTON) is partnering with popular video-sharing app TikTok Global to create a new fitness hub on the platform called #TikTokFitness Powered by Peloton.
The news sent shares of the fitness company known for its stationary bicycles up 9.1% to US$5.88.
For the first time, Peloton said it would produce bespoke content for a partner outside of its owned channels.
This will include select live Peloton classes with and without equipment required, original instructor series, ongoing creator partnerships, Peloton class clips, and celebrity collaborations which will be accessible via the #TikTokFitness hashtag, curated on the Peloton hub.
The Peloton hub will be available in the United States, United Kingdom, and Canada.
"Peloton and TikTok both move at the speed of culture to better serve our respective audiences," Peloton vice president of consumer marketing Oli Snoddy commented.
“We collectively recognize the way people engage with fitness is constantly changing. Our team is excited to complement TikTok's already burgeoning fitness content by introducing the magic of Peloton to new audiences, and in completely new ways."
TikTok Global head of business marketing Sofia Hernandez added: “We're thrilled that this partnership will bring inspirational fitness content and entertain Peloton users who come to TikTok to learn, connect with instructors, share fitness journeys, and find community."