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Peloton Interactive and TikTok are teaming to develop fitness content, the exercise equipment maker and social platform said Thursday.

The partnership marks the first time that Peloton will produce custom social content for use outside its own network, according to to the New York company and China’s TikTok said. The co-branded hub, which will be available in Canada, the U.S. and the U.K., will show dedicated Peloton content, including live classes and celebrity collaborations.

The deal comes six months into a rebranding effort by Peloton, which last year launched a tiered pricing strategy for its app as it tries to broaden its audience beyond customers willing and able to buy its costly fitness equipment. 

Kate Gibson