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Peloton gets Beyoncé workouts, adds $1.5bn in value


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Fitness firm Peloton’s latest artist partnership is a biggie: Beyoncé. Who, apparently, has “been a Peloton member for several years” already.

The deal focuses on Homecoming season for students at Historically Black Colleges and Universities (HBCUs) in the US.

There’ll be a range of Beyoncé-branded workouts across cycling, running, strength exercises, yoga and meditation, while Peloton will be giving two-year digital memberships to students at 10 HBCUs as part of the deal.

As a reminder of how these artist partnerships can pay off for a public company like Peloton, its share price closed 5.2% up on the previous day. That’s a market cap (valuation) jump from $29.26bn to $30.78bn – a Beyoncé bounce of $1.52bn!

Stuart Dredge

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