Long focused on growth at all costs, Peloton has turned its sights to profitability and has had to become more creative as it tries to reach new users.

Peloton plans to sell its deluxe stationary bike at Costco this holiday season as the struggling connected-exercise company seeks to broaden its customer base. The Peloton Bike+, a stationary bike that enables riders to participate in online classes and work out with a virtual community of friends,

Costco Wholesale (COST) is selling the exercise bikes of fitness equipment maker Peloton Interactive (PTON) this holiday season. Costco has announced that its stores and website will sell the internet-connected fitness bike of Peloton known as