Beyoncé and Peloton Launch Music-Fueled Partnership Celebrating HBCUs

Multiyear deal kicks off with Homecoming-themed music workouts

Photo of Beyoncé
Beyoncé will curate classes around music, fitness and wellness. Driely S. Carter
Headshot of Ian Zelaya

Peloton customers are about to get an extra serving of lemonade with their cycling workouts. 

Today, the fitness platform announced a multiyear partnership with Beyoncé that will be anchored by music and social good initiatives. 

The brand’s collaboration with the Grammy-winning musician, entertainer and businesswoman kicks off with music workouts inspired by Homecoming season, the annual fall celebration for students at Historically Black Colleges and Universities (HBCUs) that pays tribute to legacy and tradition. 

With the pandemic forcing Homecoming festivities to be virtual this year, Beyoncé worked with Peloton to bring the celebration to members with specially curated artist playlists. These will serve as the soundtrack to indoor cycling, strength, yoga, running, bootcamp and meditation classes. Members can access the content on the Peloton app and through the Peloton Bike, Bike+ and Tread+ platforms. 

By the end of November, the partnership will grant two-year Peloton Digital memberships to students at 10 HBCUs: Bennett College; Clark Atlanta University; Grambling State University; Hampton University; Howard University; Morehouse College and Morehouse School of Medicine; Spelman College; Texas Southern University; and Wilberforce University. 

The memberships give students access to the brand’s full library within the Peloton App for workouts that can be performed with or without equipment. 

“Peloton and I both believe that the power of music can help uplift, motivate and inspire those on their fitness journeys,” Beyoncé said in a statement. “I’ve been a Peloton member for several years, and I’m excited to partner with a company that helps people, young and old, be the best versions of themselves, in an innovative and adaptable way. I’m proud to celebrate the students at HBCUs with this donation, to encourage them to find and embrace their own wellness regimens.”

The exercise brand has also pledged to build on its relationships with each participating HBCU to pursue long-term recruiting partnerships at internship and undergraduate levels. Over the next few months, Peloton will continue to collaborate with Beyoncé to curate classes around music, movement, fitness and wellness. 

Peloton reports that Beyoncé is the most requested artist by its 3.6 million-plus members. 

“Beyoncé’s commitment to empowerment and artistic expression is an inspiration to the entire Peloton community,” Peloton’s head of music Gwen Bethel Riley said in a statement. “It is a privilege to be able to work closely with her and her extraordinary team to broaden access to our platform and collaborate on incredible offerings we think our members will love.”

Despite Peloton’s notorious holiday ad that closed out 2019, the fitness company has experienced major growth during the pandemic. The brand in May reported 94% year-over-year growth and $524.6 million in revenue during the quarter ending March 31, which was a 66% increase.


ian.zelaya@adweek.com Ian Zelaya is an Adweek reporter covering how brands engage with consumers in the modern world, ranging from experiential marketing and social media to email marketing and customer experience.
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