Spotify drives engagement the right way, expands into 'Fitness' with Peloton

Spotify is launching a new Fitness hub with curated playlists and guided workouts for all users.

The content features wellness creators such as Yoga with Kassandra, Sweaty Studio, Chloe Ting, and Pilates Body by Raven.

Premium subscribers in supported markets will also get access to 1,400 ad-free Peloton on-demand classes, with no extra equipment required.

The move broadens Spotify beyond music and podcasts into a wider wellness platform, potentially boosting engagement and Premium value.