Peloton is expanding its physical retail presence in Canada through a partnership with Canadian fitness equipment retailer The Fitness Factory, increasing the number of locations where consumers can experience and purchase its products from two to ten. The expansion follows several years of showroom closures and introduces a different distribution strategy for the connected fitness company.
The partnership adds eight authorized Fitness Factory locations to Peloton’s existing Canadian network, which includes company-branded stores at CF Sherway Gardens in Toronto and CF Chinook Centre in Calgary. Customers at the additional locations can test Peloton equipment in person, with guidance from staff experienced in selling home fitness products.
Andrew Kalmuk, Peloton’s Canadian General Manager, told Retail Insider that the company continues to invest in Canada and sees physical retail as an important part of reaching more consumers.
“Canada is certainly an important market for Peloton. We’re continuing to invest directly in the market,” Kalmuk said. “The goal for us in Canada is to bring the Peloton experience to more Canadians.”
The expansion coincides with the introduction of three new treadmills, including a foldable model designed to address concerns about price and available space. Peloton is also increasing its emphasis on running as it looks to broaden its customer base beyond indoor cycling.
Fitness Factory Partnership Expands Canadian Distribution
The Fitness Factory, a Canadian-owned fitness equipment retailer established in 1988, sells treadmills, exercise bikes, strength-training equipment and other products. Formerly known as The Treadmill Factory, the company began transitioning to its current name in 2019 to reflect its broader equipment assortment.
Kalmuk said the retailer’s history and customer service approach were important considerations in selecting it as a partner. “Partnering with Fitness Factory for us is all about meeting Canadians where they are, giving them more opportunity for hands-on experience with Peloton,” he told Retail Insider.
The retailer’s consultative sales approach was another consideration, particularly given the investment involved in purchasing connected fitness equipment. Kalmuk said Peloton combines hardware, software, human coaching and a fitness community, making product demonstrations an important part of introducing customers to the brand. “We felt really confident in their ability to represent the Peloton experience,” he said.
The eight participating Fitness Factory locations are in Markham, Mississauga, Whitby, Barrie and London, Ontario; Calgary and Edmonton, Alberta; and Dartmouth, Nova Scotia. Peloton’s Canadian store directory identifies these as authorized retailers, distinguishing them from its two company-branded stores.
The partnership, launched October 1, covers Peloton’s broader equipment lineup, including connected bikes, rowing equipment and treadmills. Products are also available through Peloton’s Canadian website and The Fitness Factory’s online store.
Victor Proudian, CEO and President of The Fitness Factory, said the partnership builds on the retailer’s longstanding involvement in Canada’s fitness equipment industry. “For over 35 years, our commitment at The Fitness Factory has been delivering quality, service, and innovation to Canadians,” he said in a statement provided to Retail Insider.
“Partnering with Peloton is a natural evolution of that mission, offering our customers world-class equipment paired with a global community and a diverse content library,” Proudian added. He said the retailer has seen an encouraging initial response to Peloton’s new treadmill portfolio, particularly the space-saving Tread Flex, and expects to build on that momentum heading into the holiday shopping season.
A Different Approach Following Canadian Showroom Closures
Peloton’s expanded distribution network follows a period of contraction in its company-operated retail footprint. The company entered Canada in October 2018, initially opening a showroom at 130 Bloor Street West in Toronto and announcing locations at Yorkdale Shopping Centre, West Edmonton Mall and CF Chinook Centre.
At the time, Peloton planned to open another ten Canadian showrooms over the following 12 to 18 months. Its original strategy emphasized branded retail spaces where customers could test connected exercise bikes before purchasing them.
The company subsequently reduced its North American showroom network as it restructured operations following the pandemic-era surge in demand for home fitness equipment. Its showroom at 919 Robson Street in downtown Vancouver closed in November 2024, with Canadian apparel retailer Roots subsequently securing the premises for an expanded flagship at the corner of Robson and Hornby streets.
Peloton also closed its Yorkdale Shopping Centre showroom in Toronto and its Park Royal location in West Vancouver in 2025, according to Peloton-focused industry reporting. Its current Canadian directory lists two remaining company-branded stores, at Sherway Gardens and Chinook Centre.
The Fitness Factory partnership provides a different approach to reaching customers through physical retail. Eight of Peloton’s ten Canadian locations now operate within an established equipment retailer’s network, extending its reach without requiring eight additional standalone showrooms.
Financial terms have not been disclosed, including revenue-sharing arrangements and operating costs. The expansion increases Peloton’s Canadian distribution, although the company has not provided figures indicating how it will affect sales.
New Treadmills Support Peloton’s Running Ambitions
The Canadian expansion accompanies the introduction of three treadmill models, broadening Peloton’s offering as the company places greater emphasis on running, walking and hiking. Kalmuk said Peloton wants to build on its reputation for connected indoor cycling by becoming a more prominent brand among runners.
“One of our priorities and part of our mission is to make Peloton as famous for running as we are for cycling,” he said. The company is supporting that ambition through new equipment, software features and participation in running-related events.
The new Canadian lineup includes the Peloton Tread Flex, starting at $2,995; Tread Vision, starting at $4,395; and Tread+ Vision, starting at $8,395. Prices exclude applicable taxes, and Peloton’s All-Access Membership is sold separately.
The Tread Flex is the company’s lowest-priced treadmill offering and features a folding design intended for homes with limited space. Kalmuk said it occupies approximately 50% less floor space when folded than when fully opened, addressing a challenge consumers face when considering home exercise equipment.
“The Tread Flex really addresses, I would say, the two most common barriers that we see for people in the home treadmill category,” he explained. “One is cost and the other is space.”
The higher-priced Tread Vision and Tread+ Vision introduce additional connected training capabilities through Peloton IQ, the company’s software-based coaching system. Features include camera-assisted running analysis intended to assess stride mechanics and provide personalized feedback alongside instructor-led programming.
Kalmuk said the technology is designed to help customers improve their running technique and performance. For The Fitness Factory, the expanded lineup provides additional products to demonstrate to customers considering home fitness equipment.
Connecting With Canadian Fitness Communities
Peloton is also developing relationships with Canadian fitness communities through organized events and locally relevant programming. Kalmuk pointed to the company’s participation as an official sponsor and fitness partner of the Toronto Waterfront Marathon as an example of that approach.
The company supported runners preparing for the event and participated in activities surrounding the race. Kalmuk said these initiatives allow Peloton to connect with consumers through their existing fitness interests, particularly as running clubs and marathons attract increased participation.
Peloton has also introduced its first Canadian instructor, Greta Dopp, who teaches yoga, Pilates and sculpt-based classes on the platform. Dopp joined the instructor lineup in late 2025, adding a Canadian presence to Peloton’s programming as the company expands its reach in the market.
Expansion Comes as Peloton Works to Stabilize Its Business
The Canadian initiative comes as Peloton continues to reshape its global operations following several years of restructuring and changing demand for connected fitness equipment.
For its fiscal year ended June 30, 2026, Peloton reported US$2.446 billion in revenue, down from US$2.491 billion the previous year. The company generated US$63 million in net income, marking its first full fiscal year of profitability under generally accepted accounting principles.
Connected fitness product revenue declined to approximately US$770 million from US$817 million a year earlier, while paid connected fitness subscriptions fell 8.8% to approximately 2.55 million. Peloton’s profitability has improved, although its equipment and subscription businesses continue to face pressure.
Those figures reflect global operations, and Peloton has not disclosed comparable Canadian sales results. The Fitness Factory partnership provides additional opportunities to reach customers, but its commercial performance in Canada has not yet been established.
Asked about further Canadian retail locations or partnerships, Kalmuk said the immediate priority is delivering a strong experience through Peloton’s existing and newly established sales channels. “Right now our primary focus is really on creating an exceptional experience in our established and new channels, including Fitness Factory,” he said.
Kalmuk added that Peloton continues to consider additional retail channels and customer touchpoints in Canada. No further locations have been announced, with the company currently concentrating on its new treadmill lineup and the Fitness Factory partnership.
