Peloton to bring its content to TikTok in exclusive partnership

The partnership comes as Peloton, shares of which extended gains to jump 9.5% in premarket trading, is pivoting from hardware and transforming into a software-focused company, leaning on its exclusive content to drive subscriber growth. Demand for the company's connected home fitness equipment has plummeted after a surge during the pandemic. Peloton will have a dedicated hub on TikTok, dubbed #TikTokFitness Powered by Peloton, that houses its content, marking the first time the fitness company partnered outside of its owned channels.