Dick’s becomes first brick-and-cort retailer to carry Peloton products

The collaboration will make Dick s the first brick-and- mortar retailer outside of its namesake stores to carry Peloton equipment. Peloton had been an exclusively direct-to- consumer business for a long time before it began selling products on Amazon in August.

The companies do not have a launch date, but they say they are aiming to have Peloton products in more than 100 Dick s stores in time for the holiday shopping season. Dick s will carry Peloton's Bike, Bike Tread and Guide, a training system that uses a camera to track a person's movements, as well as bike shoes and exercise mats, the companies announced Thursday. Dick s employees will be trained to assist customers with their products in specific Peloton displays. Dick s shoppers can also order Peloton products online in stores for delivery or pickup.

Peloton and Dick s won't vary in its product pricing, although Dick s won't carry the recently announced $3,195 Peloton rowing machine, which is currently only available for preorder.

Peloton has been trying to expand its customer base and stem its losses after enjoying a surge in demand during the Pandemic. The partnership with Dick s is the latest move under CEO Barry McCarthy's turnaround plan. McCarthy, who replaced John Foley in the top job in February, joined at a time of mass layoffs and other cost-cutting efforts.

Jen Parker, Peloton's senior vice president of global direct sales, said that the partnership with Dick s was a natural fit for our brand and Member acquisition goals.