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Recent Peloton moves hint at expansion to Australia

Just a day after Peloton announced a $100 million investment in expedited deliveries to customers globally, the fitness manufacturer appears to be looking to extend to Australia. Recent development applications for retail space Down Under support rumors that Peloton is in fact expanding.

Peloton trademarks in Australia

The first piece of evidence to support an expansion of Bike and Tread deliveries to Australia is Peloton’s trademark status in the country. According to the Australian governments’s IP database, Peloton has been registering trademarks since 2014.

Of the 15 trademarks filed by Peloton Interactive, Inc., 10 have been registered in the last 36 months and are still under review. These trademarks include logos, slogans, and other words. As previously mentioned, Peloton established several of its Australian trademarks years ago. This move was perhaps mere anticipation of eventually expanding to Oz. That said, the recent filing of additional trademarks could mean the time has finally come.

Peloton Australian retail rumors

The trademarks are only one indication of an expansion. They realistically only confirm that if Peloton does decide to expand to Australia, its intellectual property will be protected. What’s more interesting is a recent retail application that distinctly resembles a Peloton showroom.

EFTM recently reported that the city of Sydney has received a development application to refurbish a former Tesla showroom into a retail store for fitness equipment. According to the application, the store will sell bikes, treadmills, and apparel. Sound familiar? If that’s not convincing enough (it honestly shouldn’t be), EFTM also provides blueprints of the proposed retail space. The products and schematics clearly resemble a Peloton showroom.

According to the report, Peloton is also implemented a retail space in Bondi Junction Westfield. EFTM goes on to describe both the Sydney and Bondi locations as “more affluent areas” that logistically make sense for fitness equipment as expensive as Peloton’s.

Peloton stated it had no expansion news to announce, but did state the company is committed to growth. We shall see what these retail spaces actually become.


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