PTON
SPOT
Peloton’s new distribution hack
Peloton just did what every subscription company dreams about: found a giant platform and borrowed its audience. The company said Spotify Premium subscribers will now get access to more than 1,400 Peloton classes, including strength, yoga, Pilates, meditation, and outdoor workouts.
That matters because Peloton has spent years trying to prove it can be more than a hardware story with a very expensive exercise bike. This deal gives its content a bigger stage without Peloton having to build the stage itself.
Why investors should care
Spotify isn’t exactly a tiny side quest. The company said it had 290 million premium subscribers globally as of Q4 2025, which means Peloton just plugged itself into a very large, very international funnel.
A few things to watch:
- The content will roll out in multiple languages, including English, Spanish, and German
- New classes will keep getting added, so this isn’t a one-and-done promo
- It expands Peloton’s reach across most countries where Spotify operates
The bigger picture
For Peloton, this is less about instant cash and more about relevance. The company’s stock has been under pressure over the long haul, so any move that makes the brand feel more embedded in everyday life is worth watching.
Big picture: if Peloton can turn other people’s apps into its own top-of-funnel machine, that’s a lot better than hoping everyone just walks into the Peloton ecosystem on their own.