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Peloton Plans Shop-in-Shops at Dick’s Sporting Goods

After announcing a significant reduction in its store fleet, the fitness brand is pedaling forward with a new brick-and-mortar strategy




Courtesy of Peloton and Dick’s Sporting Goods

Peloton (New York), the troubled producer of internet-connected stationary bicycles and treadmills, has unveiled plans to install more than 100 shops-in-shops at Dick’s Sporting Goods (Pittsburgh) stores during the upcoming holiday sales season.

Peloton says it hopes to reach new audiences, expand its total market and drive membership growth by making its products available at Dick’s, the country’s largest sporting goods retailer, which also owns the Golf Galaxy, Field & Stream, Public Lands, Going Going Gone! and Warehouse Sale banners.

In recent months, Peloton has experienced a major drop in sales and an exodus of top executives, The New York Times reports. In August, the fitness equipment maker announced a “significant and aggressive reduction” of its store fleet as it undertook a new retail model.

As for Dick’s, “Being able to offer Peloton to our athletes – and to provide an in-store experience for them to see and test products – gives us and Peloton extended reach into the fitness market,” says Will Swisher, the retailer’s Senior VP, Merchandising Hardlines.

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