Spotify’s next frontier: fitness content

After expanding into podcasts, audiobooks, video, and even physical books, Spotify on Monday announced its next big category: fitness content.

The company is building on its reputation as a hub for energizing playlists for your workout to actually become the home to your workout itself. To do so, Spotify has partnered with a number of established wellness creators and the exercise equipment maker, Peloton.

Workouts from these providers will be accessible from a new “Fitness” hub within the app, or by typing in the term “fitness” in the search box. Their content, in the form of both music and video, will be available across Spotify’s apps on mobile, desktop, and TVs.

At launch, both free and Premium users will be able to access dozens of playlists and instructional workout content from creators including Yoga With Kassandra, Caitlin K’eli Yoga, Sweaty Studio, Chloe Ting, Pilates Body By Raven, Abi Mills Wellness, Sophiereidfit, and others.

Meanwhile, the partnership with Peloton brings over 1,400 ad-free, on-demand workout classes from many of its well-known instructors to Spotify’s Premium users in select markets. This catalog includes a range of classes like those focused on strength, cardio, yoga, meditation, running, and more, without the need for Peloton’s specialized equipment.

Currently, the workouts are available in English, with some options in Spanish and German. They can also be downloaded for offline access.

Participating creators will benefit from the partnership by being able to leverage Spotify’s existing monetization tools, like the Spotify Partner Program. However, the company declined to share its deal terms with Peloton. In the future, the company could consider other forms of monetization as well, but wouldn’t confirm whether or not this could include things like paid subscriptions or paid classes.

Spotify notes that its decision to invest in fitness content was based on data from its users, as nearly 70% of its Premium subscribers work out monthly, and there are over 150 million fitness playlists on the service. The company also saw increased demand for workout music after the recent launch of its AI-powered Prompted Playlist feature.

Still, the addition of yet another form of content to what was once a music-only app could be a turnoff for any users who already feel the app has become too cluttered as the company expanded into new formats. But Spotify seems to be thinking about their experience, too: For example, it recently introduced the option to turn off videos across the app.