US fitness brand Peloton is preparing for its entry into the Australian market, announcing former Spotify A/NZ managing director and Slingshot CEO Karen Lawson as the country manager for Australia.
Peloton has developed a cult following in the States with its indoor bike and digital membership and recently announced it would be expanding into Australia, marking the brand’s entry into APAC.
Lawson will work with Peloton’s global leadership team as the company prepares to launch in Australia in the second half of 2021.
“[Lawson’s] experience leading through change, motivating and developing global teams to peak performance, and as an avid fitness enthusiast, make her a perfect fit to lead Peloton’s ambitious growth plans in Australia,” Peloton said in a press release.
Earlier this month, Peloton managing director, international Kevin Cornils said the company had earmarked Australia for expansion.
“Health, fitness and sport is a central part of Australia’s DNA, which is why it was a natural decision to launch Peloton in Australia as our first foray into the Asia Pacific region,” said Cornils.
“Our global growth is fuelled by our passionate, growing community of over 4.4 million Members who choose Peloton as their go-to fitness solution, anytime, anywhere. We cannot wait to share more details in the coming months about how Australians can experience what has become a global fitness phenomenon.”
The Peloton Bike and Bike+ will cost $2,895 and $3,695 AUD respectively (including GST), while the All-Access Membership, which enables Members to access Peloton content using the Peloton Bike or Peloton Bike+ and create accounts for the entire household, will be $59 AUD per month.
Peloton experienced huge growth through 2020 as users around the world looked for fitness options with gyms closed. After hitting 3.1 million users at the end of June, revenue was up 172 per cent year-on-year.
There are now 4.4 million members on Peloton.
Before the COVID-led sales surge, Peloton made headlines for a 2019 Christmas ad that showed a woman being given a Peloton as a gift.
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