Peloton Quietly Rebuilds Its Canadian Storefront, One Borrowed Showroom at a Time
After closing its own showrooms in Vancouver and Toronto, the fitness brand is going from two stores to ten by handing the floor space to someone else's retailer.
Peloton is expanding its Canadian retail footprint from two company-owned stores to ten locations, this time by partnering with The Fitness Factory rather than opening more of its own showrooms. The partnership, which launched October 1, adds eight authorized Fitness Factory locations across Ontario, Alberta, and Nova Scotia, selling Peloton's connected bikes, rowers, and treadmills alongside the retailer's existing equipment.
Peloton's two company-branded stores, at CF Sherway Gardens and CF Chinook Centre, stay put. Everything else is now someone else's lease and someone else's staff. "This partnership gives Canadians more ways to experience Peloton hands-on," said Canadian general manager Andrew Kalmuk, a diplomatic way of describing a retreat from direct ownership after Peloton closed its own showrooms in Vancouver, Toronto's Yorkdale, and West Vancouver.
The timing is not an accident. Peloton just added three new treadmills, including the Tread Flex starting at $2,995, and getting them in front of Canadian shoppers through an established retail partner is a faster path to foot traffic than rebuilding a store network from scratch.
Source: Retail Insider
Kyle Duford, Founder & Editor, BRNDWIRE. More from Kyle →
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