Spotify is increasing its push beyond music and podcasts as the company on Monday announced a new fitness category partnership with Peloton Interactive.
The deal will make more than 1,400 Peloton classes available to Spotify Premium subscribers across most of its global markets, embedding fitness content directly into Spotify's existing audio and video ecosystem, according to the companies. The offering includes strength training, Pilates, barre, yoga, meditation and more.
"As we continue to forge a path deeper into wellness, our work with Spotify is just our latest move to expand our reach and capture new revenue streams through Peloton's unmatched experience, content and instruction," Peloton's chief commercial officer, Dion Camp Sanders, said in the release.Â
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 up new engagement and monetization pathways beyond its core music and podcast business. Fitness content keeps users on the platform longer and creates opportunities to layer in subscriptions, advertising and creator-driven revenue streams, the company said in a release.
Spotify said more than 150 million fitness playlists are already active globally, with nearly 70% of Premium users reporting they work out monthly.
"Fitness is a natural extension of how people already use Spotify today â to get motivated, recover and reset," a Spotify spokesperson told CNBC.
Spotify is also building out 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 such as the Spotify partner Program.
For Peloton, the agreement accelerates its pivot away from a hardware-centric model toward scalable, high-margin content distribution. CEO Peter Stern said the deal also builds on his international expansion ambitions.
"Spotify provides a global stage for our instructors, in which they have now the ability to meet hundreds of millions of Spotify Premium subscribers," Stern told CNBC.
By tapping Spotify's reach, Peloton is gaining exposure without requiring users to own its equipment or subscribe to its standalone app.
