Peloton Launches Repowered Marketplace for Used Bikes and Treadmills

Fitness Giant Launches Certified Pre-owned Platform with 70% Seller Revenue Share in Major East Coast Markets

Key Facts

• Peloton’s new Repowered marketplace offers sellers 70% of sales revenue and up to $600 off new hardware purchases
• The company reported a 16% increase in paid subscriptions from secondary market purchases
• Initial launch covers New York City, Boston, and Washington, D.C., with plans for nationwide expansion

Introduction

Peloton makes a strategic move into the second-hand fitness equipment market with Repowered, its new resale marketplace. The platform enables members to list and price their used bikes and treadmills while providing AI-powered pricing suggestions. According to CNBC, the revenue split gives sellers 70% while Peloton and platform provider Archive share the remainder.

Key Developments

The Repowered platform reduces activation fees from $95 to $45 for used equipment and offers sellers substantial discounts on new purchases. This incentive structure encourages sellers to remain within the Peloton ecosystem rather than explore competitor options. The platform includes detailed equipment history and optional delivery services.

Beta testing begins in three major East Coast markets before a planned nationwide rollout. The initial phase focuses on engaging sellers before opening the marketplace to buyers, creating a robust inventory base.

Market Impact

Secondary market purchases have driven a 16% increase in paid subscriptions, with these users showing notably lower cancellation rates. The platform directly challenges existing resale channels like Facebook Marketplace and specialized startups, while providing a secure, brand-authorized alternative.

Q3 2025 financial results showed mixed performance, with revenue reaching $624 million despite missing earnings expectations. Subscription services continue to demonstrate strength, marking five consecutive quarters of positive adjusted EBITDA and free cash flow.

Strategic Insights

Repowered addresses multiple strategic objectives: capturing value from the growing second-hand market, providing upgrade paths for existing customers, and advancing sustainability goals by extending product lifecycles. The platform enables Peloton to maintain quality control and customer relationships throughout the resale process.

Expert Opinions and Data

Industry analysts view Repowered as a natural evolution for Peloton, addressing previous challenges in third-party resale while strengthening brand positioning. The platform aligns with broader industry trends in circular commerce, as major tech companies increasingly invest in official resale programs.

The marketplace launch coincides with organizational changes, including workforce reduction plans and leadership transitions. These developments reflect Peloton’s broader strategy to streamline operations while exploring new revenue opportunities.

Conclusion

Repowered represents a significant expansion of Peloton’s business model, creating a controlled secondary market that serves both existing and potential customers. The platform’s emphasis on sustainability and community engagement positions Peloton to capture value in the growing market for pre-owned fitness equipment while maintaining brand standards and customer relationships.