TikTok, has launched into the fitness market with a new hub called #TikTokFitness and a supporting consumer marketing push.

The social media giant has also struck an exclusive partnership with Peloton that will see it delivering content to TikTok’s global community via a dedicated, co-branded area on the new hub called #TikTokFitnessPoweredbyPeloton.

"Culture, communities and conversations live on TikTok and this offers fitness brands [such as Peloton] an opportunity to deeply connect with their audiences,” said Sofia Hernandez, global head of business marketing at TikTok.

“When it comes to the fitness category on TikTok, we already have thousands of communities coming together to connect via everything from #thefitnessjourney to bonding as #runnersoftiktok, and we're thrilled this partnership will bring inspirational fitness content and entertain Peloton users who come to TikTok to learn, connect with instructors, share fitness journeys, and find community."

Content will include a selection of live Peloton classes with and without equipment, original instructor series and ongoing creator partnerships, as well as Peloton class clips and celebrity collaborations.

“This is the first time Peloton has produced bespoke social content for a partner outside Peloton-owned channels”, said Oli Snoddy, VP of consumer marketing at Peloton.

"We recognise the way people engage with fitness is constantly changing,” he said. “Our team is excited to complement TikTok's burgeoning fitness content by introducing Peloton to new audiences in completely new ways.

“TikTok has a billion users globally and #TikTokFitness has the potential to inspire and positively impact content in the wellbeing space in a new and creative way,” said Snoddy. “Peloton's recent brand evolution – Anyone. Anytime. Anywhere. – will be integrated into the content hub, reinforcing the brand's commitment to making fitness more accessible.”

The #TikTokFitness Powered by Peloton hub will initially be available in the US, UK, and Canada.

Footnote: Apple flagged to acquire Peloton

Investment outfit Deepwater Asset Management is predicting that Apple will acquire Peloton in 2024.

Writing in its annual forecast report, the company’s analysts say the move would enable Apple to grow its Fitness+ subscription service, while adding fitness equipment to its portfolio to integrate with the Apple Watch and its activity tracking software.

Taking over Peloton's three-million subscribers would also add US$1.7 billion revenue and align with Apple’s ongoing move into the wellness sector, it said.