Along with selling bicycles, treadmills and streaming fitness classes, Peloton has been selling clothes for years. Up until this point, though, its clothing selection has been done in collaboration with brand partners. Now, for the first time, Peloton is offering an apparel selection where the majority of the products are from its own private label.

“Our goal with this brand is to enhance our Members’ lifestyles, not just one part of their day,” said Vice President of Apparel Jill Foley. The private label brand has been influenced and tested by Peloton instructors, members and non-members, who have worn apparel while completing Peloton workouts “to ensure every style is high-performing and body-inclusive,” according to the company.

Peleton enters into a highly competitive category with the launch of its apparel label. Athletic retailer Lululemon revealed this week that it expects to surpass its 2023 revenue target by the end of this year, and reported a net revenue increase of 61% in the quarter to $1.5 billion. Gap Inc. brand Athleta saw sales rise 35% from 2019, with comps up 13% year over year in Q2, and expanded its partnership with REI to have a curated selection of its products featured in 135 REI stores. Even Target is making an impact on the segment, with its All in Motion activewear brand generating $1 billion in its first year.