Peloton Enters Canada with Retail Expansion

Date:

Share post:

New York City-based fitness company Peloton, known particularly for its luxury stationary bicycles that live-stream spin classes, is aggressively expanding into Canada with a network of retail stores. The company is picking some of the busiest and most prestigious addresses for its Canadian locations, similar to in the United States where it has stores in some of the country’s top malls. 

The company is launching an international expansion this fall that includes Canada and the UK. Peloton, which was founded in 2012, operates a network of 42 stores in the United States with more on the way, as well as a location in London, UK. Peloton’s website indicates that six more locations in London will be opening as part of its rapid UK store expansion. 

Peloton’s Canadian expansion will begin with five confirmed locations and according to Tim Shannehan, Chief Revenue Officer at Peloton, the Canadian locations will be similar to those in the US. “While we are not doing much build-out at our Canada locations, as compared to our standard US build-outs, we will definitely have Peloton-branded elements and will ensure our Members have the same seamless customer experience as in the US,” he stated in an email interview. 

The Canadian locations will be highly interactive, according to Mr. Shannehan. “The ability for potential members to get on the bike, put on the headphones, sort through the live and on-demand class library and ride the bike is very much a part of our retail experience”, he explained, going on to describe the stores as having four-to-five bikes in each location, along with Peloton-branded apparel as well as bike accessories. 

On Friday, October 12, Peloton opened its first Canadian location at 130 Bloor Street West in Toronto, in a 2,520 square foot retail space that was once occupied by luxury brand Hermes (which relocated). The Bloor Street Peloton is a pop-up of sorts and according to Mr. Shannehan, it will remain open through the winter. Arlin Markowitz of brokerage CBRE Toronto negotiated the deal and listed the retail space, which is between Gucci and Intermix on the famed luxury strip known as the ‘Mink Mile’. Toronto is the only city in North America besides New York City to have a street-front Peloton location, with the rest being in shopping centres. 

The Bloor Street Peloton location will be the first of several to open in Canada this year. Two other locations will open in the Toronto area including at the Yorkdale Shopping Centre in Toronto as well as at Square One in Mississauga. 

MINNEAPOLIS SHOWROOM. PHOTO: PELOTON FACEBOOK
PHOTO: BERNHEIMER ARCHITECTURE

The Yorkdale Peloton location, opening mid-October, will be in the mall’s pop-up CONCEPT area where it will remain for several months while Peloton continues “to assess more permanent opportunities as they are presented”, according to Mr. Shannehan. CONCEPT launched in the spring of 2017 and has hosted various temporary activations. 

Peloton’s two other confirmed locations will open in Alberta in November — one will be at West Edmonton Mall in Edmonton, and the other at CF Chinook Centre in Calgary. 

Bikes are also available for purchase in Canada at www.onepeloton.ca

The company says that it plans to open an additional 10 showrooms in Canada over the next 12-18 months. Markets such as Vancouver will no doubt be on the list. 

Peloton notes that according to a new survey by Ipsos conducted this month, 3/4 of Canadians aged 25 to 64 said that making time to get to an exercise class is difficult and that it’s more convenient for them to exercise on their own schedule. Peloton says that it solves the problem and on its website, has numerous testimonials. One from ‘Dorothy from Waterford, NY stated, “Don’t think twice purchasing this amazing system. My husband was not sure if he would like the bike and he loves it. This is the best money I have ever spent on my health and my husband’s health. This is a small price compared to any significant health issue. Trust me you will tell everyone you know how incredible it is.”

US media has dubbed Peloton as being ‘the Netflix of fitness,’ bringing live and on-demand boutique studio classes to one’s home environment. All content is produced in the brand’s state-of-the-art NYC studio, run by award-winning television producers with world-class instructors, according to Peloton. 

Peloton has more than doubled in size each year since its inception in 2012 — the company was founded by entrepreneur John Foley. He and his wife, Jill, were boutique fitness studio enthusiast who found it difficult to attend classes after becoming parents to a newborn. The idea to launch Peloton was born as a result and to date, the company has raised almost $1 billion in financing and is valued at $4 billion. 

Peloton streams 12 daily live spin classes and features more than 10,000 additional on-demand cycling classes, providing diversity so that workouts are always different. Peloton bikes retail in Canada at $2,950 (including delivery and setup) and there’s an additional $49 charge per month to access Peloton Digital’s unlimited class subscription, which includes cycling as well as ‘floor’ workouts such as running, bootcamp, strength, stretching and yoga.

Peloton is the latest international brand to make a move into Canada by opening retail stores. We counted over 50 international retailers that entered Canada in 2017, which was a record according to our counts. This year has also seen quite a few announcements, and we’ll do our 2018 tally at the end of the year. 

LEAVE A REPLY

Please enter your comment!
Please enter your name here

More From Retail Insider

RONA Completes Nationwide Transformation with Launch of RONA+ and Pilot Conversion of Réno-Dépôt Stores in Quebec [Interview/Photos]

Dozens of former Lowe's stores in Canada have been converted to new banners, following Rona's acquisition of the US-based retailer's Canadian operations.

Streetwear Retailer PLUS Unveils New Flagship Store at Toronto’s Yorkdale Shopping Centre [Photos/Interview]

The upscale Canadian retailer has opened its largest store to date, attempting to create a wow factor with the store design and product assortment.

Retail Loyalty Programs in Canada: Booming Subscriptions but Lacklustre Engagement Challenge Retailers [Feature Interviews]

A shift towards more exclusive and personalized loyalty experiences is required according to experts, as Canadians seek out programs for savings at a challenging economic time.

The International Retailers that Entered Canada in 2023 and their Expansion Plans [Feature]

Retail Insider profiles the international brands that entered the Canadian market by opening stores over the 12 months of 2023, discussing how and when they arrived and what's planned in terms of any expansion.

A&W to Replace Birks Store in Downtown Victoria [With Rendering]

It's the first in the company to feature a walk-up window. The historic building will be renovated with original elements preserved.

CF Sherway Gardens: Sales Per Square Foot Record Set as New Retailers Open [Podcast]

Craig and Lee discuss CF Sherway Gardens' success as it adds retailers, as well as the future of the centre which features a hollowed-out Saks Fifth Avenue.

The Body Shop Canada Goes into Restructuring and will Close 33 Stores [Article Includes Expert Analysis]

The UK-based retailer filed overseas last month, and its Canadian operations will now be downsized as part of a restructuring that will see many stores remain open for now.

One Bloor East in Toronto Secures Nike Flagship and Mango as Key Retail Tenants [Exclusive]

First Capital REIT has leased-out the entire retail podium at the iconic Yonge and Bloor corner, including space to another new tenant in the main-floor space formerly occupied by Nordstrom Rack.

Anatomy of a Leader: Ken Keelor, CEO of Calgary Co-op

After moving to Canada from India in 1995, Keelor began working at Save-on-Foods and then other major retailers as his career progressed upwards.

Unprecedented Opportunity for Canadian Retailers to Sell to Consumers in China Online

China is the world’s largest online consumer market, and it is projected to grow for years to come.

Modern Golf Opening Innovative Golf Social Experience in Downtown Toronto’s First Canadian Place [Interview]

The 8,500-square-foot Financial District space will feature multiple bays, bars, lounge areas, and partnerships with Food Dudes for food and beverage offerings, marking a significant shift in the company's growth strategy.

Krispy Kreme Doughnuts Gears Up for Nationwide Expansion in Canada with Innovative Store Formats [Interview]

New locations in new markets are planned, including a mix of Doughnut Café concepts and manufacturing locations for the public called 'Theatre Hubs'.

Robson Street in Vancouver in Flux as New Retailers Prepare to Open Stores [Feature]

The street is seeing new retailers prepare to open, including a prominent corner that is about to see some very big changes and a potential luxury mall nearby cancelled.

Wendy’s Bold Dynamic Pricing Move Has its Positives and Negatives [Op-Ed]

Sylvain Charlebois discusses the unusual move by Wendy's in the US to implement dynamic pricing, and how it could benefit the business while potentially turning off consumers.

Growing Crisis in Retail Inventory in Canada as Factory Direct Liquidates Stores [Interview]

The founder of A.D. Hennick & Associates says he's seeing overwhelming demand to liquidate inventory, indicating a concerning trend in the industry as more retailers look to insolvency.

Here’s What We Can Learn from Canada’s Response to Inflation in the 1980s and 1990s [Op-Ed]

Younger, poorer households have disproportionately suffered because their price index is skewed more toward food and shelter, say the authors.

Food Preferences in Canada Changing as Millennial and Gen Z Demographics Shift [Op-Ed]

Sylvain Charlebois discusses Canada's aging population and how younger consumers are shifting the grocery food landscape.

Henry Singer Unveils Downtown Edmonton Flagship Store at the ICE District, Featuring a Bar, Barber and Shoe Shine [Photos/Interview]

Jordan Singer discusses how the upscale menswear retailer recently relocated its Edmonton flagship store from Manulife Place into a 10,000 square foot space at the base of Western Canada's tallest building.

Canadian Retail Sales Dip: Year-End Drop in Discretionary Spending [J.C. Williams Group Analysis]

2023 Canadian retail sales ended in a lacklustre way, with controlled consumer spending amid a tumultuous year.

Landlord QuadReal Launches Pickleball Courts in Commercial Properties to Create Consumer Experience [Interview/Photos]

The initiative helps revitalize and re-imagine spaces using sustainable development practices, while incorporating the latest technology to enhance the visitor experience, blending physical and digital elements.

RECENT RETAIL INSIDER VIDEOS

Advertisment

Subscribe to the Newsletter

Subscribe

* indicates required

RECENT articles

RONA Completes Nationwide Transformation with Launch of RONA+ and Pilot Conversion of Réno-Dépôt Stores in Quebec [Interview/Photos]

Dozens of former Lowe's stores in Canada have been converted to new banners, following Rona's acquisition of the US-based retailer's Canadian operations.

Streetwear Retailer PLUS Unveils New Flagship Store at Toronto’s Yorkdale Shopping Centre [Photos/Interview]

The upscale Canadian retailer has opened its largest store to date, attempting to create a wow factor with the store design and product assortment.

Retail Loyalty Programs in Canada: Booming Subscriptions but Lacklustre Engagement Challenge Retailers [Feature Interviews]

A shift towards more exclusive and personalized loyalty experiences is required according to experts, as Canadians seek out programs for savings at a challenging economic time.

The International Retailers that Entered Canada in 2023 and their Expansion Plans [Feature]

Retail Insider profiles the international brands that entered the Canadian market by opening stores over the 12 months of 2023, discussing how and when they arrived and what's planned in terms of any expansion.

A&W to Replace Birks Store in Downtown Victoria [With Rendering]

It's the first in the company to feature a walk-up window. The historic building will be renovated with original elements preserved.

CF Sherway Gardens: Sales Per Square Foot Record Set as New Retailers Open [Podcast]

Craig and Lee discuss CF Sherway Gardens' success as it adds retailers, as well as the future of the centre which features a hollowed-out Saks Fifth Avenue.

The Body Shop Canada Goes into Restructuring and will Close 33 Stores [Article Includes Expert Analysis]

The UK-based retailer filed overseas last month, and its Canadian operations will now be downsized as part of a restructuring that will see many stores remain open for now.

One Bloor East in Toronto Secures Nike Flagship and Mango as Key Retail Tenants [Exclusive]

First Capital REIT has leased-out the entire retail podium at the iconic Yonge and Bloor corner, including space to another new tenant in the main-floor space formerly occupied by Nordstrom Rack.

Anatomy of a Leader: Ken Keelor, CEO of Calgary Co-op

After moving to Canada from India in 1995, Keelor began working at Save-on-Foods and then other major retailers as his career progressed upwards.

Unprecedented Opportunity for Canadian Retailers to Sell to Consumers in China Online

China is the world’s largest online consumer market, and it is projected to grow for years to come.

Modern Golf Opening Innovative Golf Social Experience in Downtown Toronto’s First Canadian Place [Interview]

The 8,500-square-foot Financial District space will feature multiple bays, bars, lounge areas, and partnerships with Food Dudes for food and beverage offerings, marking a significant shift in the company's growth strategy.

Krispy Kreme Doughnuts Gears Up for Nationwide Expansion in Canada with Innovative Store Formats [Interview]

New locations in new markets are planned, including a mix of Doughnut Café concepts and manufacturing locations for the public called 'Theatre Hubs'.

Robson Street in Vancouver in Flux as New Retailers Prepare to Open Stores [Feature]

The street is seeing new retailers prepare to open, including a prominent corner that is about to see some very big changes and a potential luxury mall nearby cancelled.

Wendy’s Bold Dynamic Pricing Move Has its Positives and Negatives [Op-Ed]

Sylvain Charlebois discusses the unusual move by Wendy's in the US to implement dynamic pricing, and how it could benefit the business while potentially turning off consumers.

Growing Crisis in Retail Inventory in Canada as Factory Direct Liquidates Stores [Interview]

The founder of A.D. Hennick & Associates says he's seeing overwhelming demand to liquidate inventory, indicating a concerning trend in the industry as more retailers look to insolvency.

Here’s What We Can Learn from Canada’s Response to Inflation in the 1980s and 1990s [Op-Ed]

Younger, poorer households have disproportionately suffered because their price index is skewed more toward food and shelter, say the authors.

Food Preferences in Canada Changing as Millennial and Gen Z Demographics Shift [Op-Ed]

Sylvain Charlebois discusses Canada's aging population and how younger consumers are shifting the grocery food landscape.

Henry Singer Unveils Downtown Edmonton Flagship Store at the ICE District, Featuring a Bar, Barber and Shoe Shine [Photos/Interview]

Jordan Singer discusses how the upscale menswear retailer recently relocated its Edmonton flagship store from Manulife Place into a 10,000 square foot space at the base of Western Canada's tallest building.

Canadian Retail Sales Dip: Year-End Drop in Discretionary Spending [J.C. Williams Group Analysis]

2023 Canadian retail sales ended in a lacklustre way, with controlled consumer spending amid a tumultuous year.

Landlord QuadReal Launches Pickleball Courts in Commercial Properties to Create Consumer Experience [Interview/Photos]

The initiative helps revitalize and re-imagine spaces using sustainable development practices, while incorporating the latest technology to enhance the visitor experience, blending physical and digital elements.