Peloton Launching Resale for Used Exercise Equipment

Peloton has launched an online marketplace for buying and selling used bikes, treadmills, and brand accessories, multiple news outlets reported this week. Dubbed Peloton Repowered, the marketplace — available in New York City; Washington, D.C.; and Boston — gives discounts on the used equipment activation fee to buyers, and discounts on Peloton equipment purchases to sellers.

An artificial intelligence tool will suggest prices for items based on information about the product such as its age, Peloton said. Sellers will get 70 percent of the sale price, while the rest will be shared between Peloton and its platform provider, Archive. Buyers can choose to either pick up the equipment or have it professionally delivered, and accessories purchased with equipment will be included in the delivery or pickup.

Peloton hasn't indicated whether it will eventually expand the resale platform to other cities.

Total Retail's Take: Peloton, which profited from the COVID-19 pandemic as gyms became inaccessible and people were restricted to working out in their homes, has struggled in recent years to earn back the growth it saw in 2020. Its focus has been on slashing unnecessary costs and partnering with other retailers such as Nordstrom and Costco to sell its equipment.

At the same time — and perhaps as a result of people returning to gyms — the secondhand exercise equipment market is thriving. Zion Market Research reported in May that the global refurbished fitness equipment market size was worth around $1.4 million in 2024 and is predicted to grow to around $2.4 million by 2034. Peloton is trying to tap into that growing market with its Repowered offering.