Peloton (NASDAQ:PTON) announced Tuesday morning a multiyear partnership with singer-songwriter Beyonce to produce exclusive content with her music for its streamed workout classes.
The company did not disclose the financial terms of the deal.
"Beyonce and Peloton worked closely to create a series of themed workout experiences ... across multiple fitness categories, including indoor cycling, running, strength, bootcamp, yoga and meditation," Peloton said in a release.
In the coming months, the company said Beyonce will continue to work with Peloton "on various forms of class curation."
Beyonce is the most requested artist by Peloton’s global community of more than 3.6 million members, the company said.
"Peloton and I both believe that the power of music can help uplift, motivate and inspire those on their fitness journeys," Beyonce said in a statement. "I’ve been a Peloton member for several years."
The launch of the collaboration with Beyoncé, the most requested artist by Peloton's global community of more than 3.6 million members, is commemorating Homecoming season, an annual fall celebration for students at Historically Black Colleges and Universities (HBCUs) that honors tradition and legacy.
While most of this year's Homecoming festivities shifted to virtual celebrations due to the global pandemic, Beyoncé and Peloton worked closely to create a series of themed workout experiences to help extend Homecoming to Peloton members via classes across multiple fitness categories, including indoor cycling, running, strength, bootcamp, yoga and meditation.
PTON shares lost $2.83, or 2.8%, to $97.18.
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