Spotify is stepping up its efforts beyond music and podcasts as the company announced a new partnership in the fitness category on Monday 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. The offering includes strength training, Pilates, barre, yoga, meditation and much more.
“As we continue to forge a deeper path to wellness, our work with Spotify is just our latest initiative to expand our reach and capture new revenue streams through Peloton’s unmatched experience, content and instruction,” Peloton Chief Business Officer Dion Camp Sanders said in the release.
Neither company has disclosed financial terms, but the partnership is an indication of both companies’ strategic priorities.
For Spotify, the move represents a deeper expansion into the wellness space, opening new avenues for engagement and monetization beyond its core music and podcast business. Fitness content keeps users on the platform longer and creates opportunities to piggyback on subscriptions, advertising and creator-generated revenue streams, the company said in a statement.
Spotify said more than 150 million fitness playlists are already active worldwide, with nearly 70% of Premium users reporting they work out 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 the Spotify Partner Program.
For Peloton, the deal accelerates its shift away from a hardware-centric model toward scalable, high-margin content distribution. CEO Peter Stern said the deal also builds on its international expansion ambitions.
“Spotify gives our instructors a global stage, where they now have the opportunity to meet hundreds of millions of Spotify Premium subscribers,” Stern told CNBC.
By leveraging Spotify’s reach, Peloton gains visibility without requiring users to own its equipment or subscribe to its standalone app.