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17 May 2019

Boutique operator Flywheel to expand its at-home fitness operations with Amazon deal
BY Tom Walker

Flywheel launched its first at-home bike in November 2017 and is now looking to expand its operations

Flywheel launched its first at-home bike in November 2017 and is now looking to expand its operations

Boutique cycle studio operator Flywheel has teamed up with Amazon.com to make its Flywheel Home Bike available to customers.

Flywheel was launched in 2010 and offers indoor cycling-based HIIT cycling classes, in which riders compete against each other.

The group received funding in 2014 from the Benvolio Group, an investment arm of Lew Frankfort, and launched its at-home bike in November 2017. It currently operates 42 studios across the US.

The deal with Amazon is seen as a significant extension of its at-home operations – a segment which is becoming increasingly competitive.

In April, Fitness equipment giant Technogym entered the home fitness market with the launch of Technogym Live, a digital platform offering gym-goers the option to take part in classes at home.

Flywheel is now looking to strengthen its own presence in the sector, which has seen the likes of Peloton become hugely successful.

"The launch of the Flywheel Home Bike on Amazon.com significantly expands the availability and accessibility of our product, and also provides Flywheel the opportunity to continue reaching new audiences outside of our 42 studios nationwide," said Matt O'Connor, GM of Flywheel's At Home Business.

"Amazon.com is a great place for customers to discover our home bike solution, which recreates the power of the Flywheel studio experience from the comfort and convenience of home."

The Flywheel Home Bike will be made available on Amazon.com for US$2,248 (bike with tablet, delivery included) or US$1,948 (bike, delivery included), with two months of access to Flywheel's programming included for free.



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