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!