Beyoncé and Peloton have formed a multi-year partnership to commemorate Homecoming season with Historically Black Colleges and Universities (HBCU).
With this year’s celebrations shifted online because of the pandemic, Beyoncé and the interactive fitness platform have created a series of themed workout experiences available to Peloton members across several categories, including indoor cycling, running, yoga and meditation. The programs are inspired by Beyoncé’s 2019 Homecoming concert film and album.
Additionally, through Peloton’s app, the two are gifting two-year Peloton digital memberships with a full range of fitness classes to students at 10 HBCUs, including Bennett College, Clark Atlanta University, Grambling State University, Hampton University, Howard University, Morehouse College and Morehouse School of Medicine, Spelman College, Texas Southern University and Wilberforce University. Students at participating schools can request their subscription through their school administrator.
Peloton will also pursue long-term recruiting partnerships at the internship and undergraduate levels at the HCBUs.
“Peloton and I both believe that the power of music can help uplift, motivate and inspire those on their fitness journeys,” Beyoncé said in a statement. “I’ve been a Peloton member for several years, and I’m excited to partner with a company that helps people, young and old, be the best versions of themselves, in an innovative and adaptable way. I’m proud to celebrate the students at HBCUs with this donation, to encourage them to find and embrace their own wellness regimens.”
“When we had conversations with Beyoncé around how critical a social impact component was to all of us, it crystallized how important it was to embrace Homecoming as an opportunity to celebrate and create dialogue around Black culture and music, in partnership with HBCUs,” Peloton’s head of music Gwen Bethel Riley tells Billboard.
Beyond the Homecoming content, the partnership allows Beyoncé to share her music catalog with Peloton and its 3.6 million community members across all fitness disciplines. In doing so, she officially joins Peloton’s artist series, which also includes Jennifer Lopez, Lizzo, Bon Jovi, Alicia Keys, Common and Keith Urban, among others.