Peloton Peddles Its Bikes at Costco: Who Knew Fitness Could be a Bulk Buy?

Peloton is taking its fancy stationary bicycles—a.k.a. the envy of the yoga moms—and teaming up with none other than Costco. Yes, you heard that right—those overpriced bikes that cost a small fortune will soon be sitting next to bulk packs of toilet paper and jars of industrial-sized mayonnaise. Forget the gym; now you can flop onto one of these bad boys after purchasing a lifetime supply of hotdog buns!

From November 1 to February 15, Costco‘s hallowed aisles will feature the illustrious Bike+ at a bargain price of $1,999, down from its usual “I hope you have a trust fund” sticker price of $2,495. For just a little extra, you can get an extended warranty that lasts longer than your last New Year’s resolution but only if you’re savvy enough to navigate the merry world of Costco membership deals. Ah, the thrill of adulting!

To put the cherry on top of this paradoxical sundae, the deal comes as Peloton desperately tries to redefine itself after a few rocky years that saw its former CEO, Barry McCarthy, exit faster than most people leave a hot yoga class. Now led by a committee of board members and a lot of good intentions, the company is wrestling to turn its “growth at any cost” philosophy into an “oh dear, we need to make some money” one. Someone pass the kale.

In an interview that might have included a pitch for selling lemonade on the side, Peloton’s Chief Emerging Business Officer, Dion Camp Sanders, expressed their joy about partnering with Costco. “We’ve created a deal that aligns with our mission of sustainable profits while offering Costco members a chance to feel like they’re crushing their fitness goals—all while wondering why they just bought three giant containers of peanut butter,” he said.

As it turns out, Costco shoppers are not only younger but also equipped with that magical creature we call disposable income. Camp Sanders probably had a confetti moment when he learned that about half of Costco‘s new members last fiscal year were under 40 and probably still waiting for their avocado toast to toast. “These members want fitness. They want a bike that maybe, just maybe, won’t become a glorified coat rack,” he added in a speech that may or may not have involved jazz hands.

Meanwhile, let’s not overlook the irony of a place like Costco turning into a health and wellness paradise! Yes, folks, the same store where you came to buy toilet paper the size of a small car is now the go-to joint for those looking to pedal their way to better health. Don’t worry if you miss the secret handshake; just waltz into the gym section, and you’ll fit right in with the bulk-buy yoga mats.

And speaking of wild partnerships, Peloton is already schmoozing with other high-profile names, like Amazon and Dick’s Sporting Goods while they figure out if anyone will buy their bikes outside of a Costco-themed bonanza.

So, will Peloton’s grand Costco experiment lead to a fitness revolution or a mass exodus back to the couch and Netflix? Only time will tell, but one thing is for sure—if you start seeing “Exercise” as a new aisle in Costco next to “Autopilot to your Dreams,” well, welcome to the absurdity of modern marketing!