Spotify is building momentum beyond music and podcasts, as the company announced Monday a new partnership in the fitness category with Interactive Platoon.
The deal will make more than 1,400 Peloton classes available to Spotify Premium subscribers in most of its global markets, integrating fitness content directly into Spotify's existing audio and video ecosystem, according to the companies. Offer includes strength training, Pilates, barre, yoga, meditation and more.
“As we continue to forge a deeper path to wellness, our work with Spotify is just our latest step in expanding our reach and capturing new revenue streams through Peloton's unmatched experience, content and instruction,” Peloton Chief Business Officer Dion Camp Sanders said in the statement.
Neither company disclosed financial terms, but the partnership is an indication of both companies' strategic priorities.
For Spotify, the move represents a deeper expansion into wellness, opening new avenues of engagement and monetization beyond its core music and podcast business. Fitness content keeps users on the platform longer and creates opportunities to add subscriptions, advertising and creator-driven revenue streams, the company said in a statement.
Spotify said more than 150 million fitness playlists are now active worldwide, and nearly 70% of Premium users report exercising monthly.
“Fitness is a natural extension of how people already use Spotify today: to motivate, recover and reset,” a Spotify spokesperson told CNBC.
Spotify is also building a broader creator ecosystem around fitness beyond Peloton, working with fitness creators like Yoga With Kassandra, Caitlin K'eli Yoga, Sweaty Studio, and Chloe Ting, who can monetize through existing tools like Spotify's Partner Program.
For Peloton, the deal accelerates its move away from a hardware-centric model toward scalable, high-margin content distribution. Chief Executive Peter Stern said the deal also builds on its international expansion ambitions.
“Spotify provides a global stage for our instructors, where they now have the ability to meet hundreds of millions of Spotify Premium subscribers,” Stern told CNBC.
By leveraging Spotify's reach, Peloton is gaining exposure without requiring users to own its equipment or subscribe to its standalone app.
