After years of exclusivity, Peloton is finally allowing third-party sales.

Since it first launched as a company, exercise device manufacturer Peloton has maintained a strict direct-to-consumer policy. For a long time, the only way you could buy Peloton products, such as their signature stationary bicycles, was to order them directly from their website or one of their official storefronts. However, as shopping habits change and Peloton still recovers from its post-pandemic lows, the company has finally decided to break this tenet.

Peloton strikes a deal to sell fitness equipment and apparel on Amazon https://t.co/PPfe2rIRnc

— CNBC Now (@CNBCnow) August 24, 2022

Peloton announced today that they have signed a deal to make Amazon an officially-authorized third-party seller of their products. According to user search metrics, many Amazon shoppers already look for Peloton products on the store even though they aren’t there, so this will allow them to broaden their customer base significantly.

“Post-Covid, the retail environment — online and in stores — is continuing to evolve, and that’s something that we’re trying to understand better to make sure the Peloton of the future is calibrated appropriately for that,” Peloton’s Chief Commercial Officer, Kevin Cornils, told CNBC in an interview.

Peloton says it will sell its bike and certain accessories through Amazon in the US, breaking with a practice of selling its products only on its own website https://t.co/Q9GW3u13e8

— Bloomberg (@business) August 24, 2022

“We want to make it as easy as possible to get a Peloton,” he added.

After record-breaking highs at the height of the COVID-19 pandemic, Peloton’s stock values have been down since last year. On the announcement of this news, though, their stock values jumped by over 18% in early trading this morning.