Peloton, Spotify pump up their co-brand partnership.
Peloton and Spotify are pumping up their partnership. Beginning November 3, the fitness brand now has its own dedicated shelf within the Spotify Workout Hub that includes seven rotating playlists from their instructors and popular fitness disciplines.
The extension of the companies’ collaboration—the two Wall Street pandemic darlings have been layering on co-branded activations for several years now—broadens the universe around their basic synergistic scenario: Music is vital to the Peloton experience, and the company continues to behave more like a music streaming service in its own right. And working out is one of the top listening moments on Spotify.
The new Curated by Peloton shelf playlists at launch feature popular instructors including Tunde Oyeneyin, Robin Arzón, Adrian Wiliams, Ally Love and Mariana Fernández. Disciplines getting the Spotify treatment include “Running by Peloton” and “Strength by Peloton.”
“These playlists carry over the feel-good vibrations from your workouts into the rest of your day, and showcase our instructors’ unique music tastes,” notes a Peloton blog published today.
The blog also notes Peloton is “celebrating the expansion of our partnership with 11 classes featuring songs from some of Spotify’s most popular playlists, including Today’s Top Hits, Door Knockers, Lofi Beats, Indigo and Baila Reggaeton.”
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In keeping with current market trends, there’s also some new gamification. A “Find Your Instructor” quiz, accessible when users log in with their Spotify account, helps newcomers determine which instructor’s playlists, and by extension classes, to try.
Peloton and Spotify have both fared exceptionally well during the past 19 months, as lifestyle changes found the masses looking no further than their own backyards for workout inspiration. As of the second quarter of 2021, Spotify had 165 million premium subscribers worldwide, up from 138 million in the corresponding quarter in 2020.
Shared play-listing has been growing. Among recent deal-making, last July Peloton began offering house music-themed fitness classes under the banner of Spotify’s “Housewerk” playlist branding, with playlists co-curated by Peloton instructors and Spotify tastemakers.
Both companies are also keeping their options wide open.
Peloton, for one, also has a partnership with livestreaming brand Verzuz, through which it created a series of co-branded workouts that each feature the music of two artists engaged in a Verzuz event. And Spotify has a growing number of playlists co-branded with gurus in the fitness realm. Listeners have access to playlists including “Elevate Your Vibration with Melissa Wood Health,” “Home Workout HIITS with Sworkit,” and “Samantha Jade Radio.”
