Hilton on Monday revealed plans to put a Peloton bike in the fitness centers at each of its 5,400 branded hotels, from Waldorf Astoria to Hampton Inn, in the U.S. Most of the installations will be done by year’s end, Hilton claims. Peloton features both live and on-demand fitness classes through its equipment. (The company also manufactures a treadmill and has a rowing machine in the works.)
The bikes installed at Hilton hotels will feature dual-sided pedals that can support either regular athletic shoes in clip-in gates or cycling cleats, should a guest want to bring their own pair from home.
“At Hilton, we understand the importance of a reliable and friendly stay that infuses wellness through all facets of the guest experience, including spa programs, hotel design, guest room amenities, and food and beverage,” Matt Schuyler, Hilton’s chief brand officer, said in a statement.
A Hilton survey of U.S. travelers showed that 98% of the respondents prioritized wellness activities when traveling, and 90% of existing Peloton app members said they were more likely to stay at a hotel with a bike available to use.
“We recognize the importance for our Members to maintain their wellness routines while on the road, with data showing over 1.6 million Peloton rides completed globally on Peloton Bikes in hotels in the past year,” Betsy Webb, a global vice president at Peloton, said in a statement. “So, we are thrilled to be working with Hilton, allowing us to meet the needs of our current Members, while also enabling potential new Members to experience Peloton for the first time.”
It's not the first fitness crossover event in the hotel space. Luxury fitness center chain Equinox has its own hotel in New York City (with plans to expand further) while Westin, which bills itself as a hotel brand rooted in wellness, partnered with New Balance to bring gym clothes to guests who may have left theirs at home. Hilton already offers a Five Feet to Fitness program at some hotels, where an extensive mix of gym equipment is installed within a guest room.
Peloton's much-needed life raft
While the Peloton deal is a major upgrade for the Hilton hotel gym across all its brands, it's also a major boost to Peloton, which has had a rocky financial ride amid gyms reopening and people getting out thanks to the arrival of COVID-19 vaccines and more treatment options several years into the pandemic.
While Peloton hit a marketing rough patch shortly before the pandemic — thanks to a holiday ad showing a husband buying his wife one of the bikes — the fitness company was a pandemic darling as its products were one of the few ways to access gym classes during heavy lockdowns early in the health crisis. The company hit an impasse as gyms reopened and life returned to somewhat normal.
Peloton’s stock tanked nearly 80% this year alone, but news of the Hilton deal shot the fitness company’s share price up 7% as of Monday afternoon. The Hilton deal is part of a turnaround led by Peloton’s new CEO Barry McCarthy, who took over the top job at the company in February. McCarthy’s tenure so far demonstrates a push to expand Peloton’s customer base, with moves like selling equipment on Amazon and the Hilton deal.
Hilton Honors members who are new to Peloton will also be able to receive a free 90-day trial subscription to the Peloton app, which includes non-spinning fitness classes ranging from yoga to running.
McCarthy previously indicated expanding the user base of the Peloton app is a key part of his growth plans for the business.
“It's the greatest app nobody has ever heard of, and we absolutely need to fix that,” he said on an earnings call earlier this year. “And of course, because it's relatively lightweight, it has the potential to grow rapidly across geographies, and expanding the business internationally is one of the priorities.”
The Hilton deal may only be domestic, but Peloton wheels spinning at U.S. hotels certainly can make inroads in building up a new base of customers for a company like Peloton that desperately needs it.
