Peloton has built a rabid community of exercise enthusiasts and is partnering with Outdoor Voices to further amplify its message.
The New York-based fitness brand that brings studio-style group fitness classes to people’s homes is creating a capsule collection with the lifestyle sportswear brand that will launch on July 9. The activewear collection will include 12 items, seven for women and five for men, that will be available at 17 Peloton showrooms around the U.S. as well as online. Three of Peloton’s most popular instructors, Matt Wilpers, Jess Sims and Olivia Amato, were selected to model the collection.
Jill Foley, vice president of apparel for Peloton and the wife of chief executive officer and founder John Foley, said she’s been “watching Outdoor Voices for a while and thought what they were doing was so cool. They have such a clean aesthetic and I was pleased to see their growth.”
When Outdoor Voices introduced its TechSweat collection for “high-sweat indoor activity,” she decided to reach out so they could collaborate on a line utilizing this fabric and others designed for high-intensity activity, such as the cycling and running classes offered by Peloton.
“Plus, they’re very like-minded and community-based, like Peloton,” Foley said. “We loved that synergy and their ability to get people out there doing things and the idea of sticking together and sweating together.”
Outdoor Voices was founded by Ty Haney, a former competitive athlete from Boulder, Colo., on the premise that recreation can be fun. She describes Outdoor Voices as “focused on building a community around this notion of doing things, approaching activity with moderation, with ease and humor and delight.”
Haney said she, too, has been a fan of Peloton. “There’s something awesome about being surrounded by a group of people — even virtually — who support you along your workout journey — whether you’re a beginner or expert.” So it made sense to partner up.
“We believe in outfitting our community with the highest-quality technical apparel for recreation. The goal is to create product that allows people to show up on the bike, tread, mat and beyond.”
The Peloton collection will be sold at 17 of the brand’s showrooms as well as online. The showrooms sell the company’s bikes, which retail for $2,245, and treadmills, which sell for $4,295. With either piece of equipment, there is also a $39 monthly subscription fee for unlimited classes.
There are more than 70 retail showrooms in the U.S., Canada and the U.K. that offer apparel as well as the equipment.
“We choose the hot markets,” Foley said of the showroom locations selected for the launch, adding that they will also host “fun events” to help market the collection. That includes an indoor Peloton cycling class in New York on Tuesday and a fun run in San Francisco at the end of the month.
Peloton has one cycling studio in the Flatiron District of New York as well as a Tread Studio and Yoga Studio on Christopher Street in Greenwich Village. All told, there are 1.25 million members.
In 2015, Peloton launched an online apparel store at apparel.onepeloton.com, that sells Peloton-branded apparel from a variety of brands.
Foley said she is expecting the partnership with Outdoor Voices to continue beyond the first collection. “We hope to continue to engage with them,” she said. Peloton has also collaborated with other brands, including Lululemon and Beyond Yoga.
She said the partnership with Outdoor Voices is intended to promote Peloton’s year-old digital platform where nonbike and treadmill owners can access all of the company’s content for less than $20 a month. “We’re trying to get the word out about it,” Foley said, adding that Outdoor Voices customers are being offered a 30-day free trial and Peloton customers will be introduced to the Outdoor Voices community at the same time.
Since launching in 2012, Peloton has raised $550 million in Series F funding and last month, it submitted an S-1 draft registration statement with the Securities and Exchange Commission for a proposed initial public offering. The number of shares and the price have not yet been determined.