Peloton pedaling into Short Pump Town Center

Peloton will open at Short Pump Town Center’s lower level. (Mike Platania)

A fast-growing fitness brand known for its stationary bikes and treadmills is setting up shop in the Richmond market’s busiest mall.

Peloton is preparing to open a showroom in Short Pump Town Center.

The New York-based company offers bikes starting at $2,295 and treadmills at $4,295, all outfitted with screens displaying different workouts, meant to simulate those available in-person at fitness studios. Users are required to have a Peloton membership, which gives access to its virtual classes and training programs at $40 per month.

Peloton makes both stationary bikes and treadmills. Its equipment measures things like users’ power output, cadence and heart rate. (Peloton)

Short Pump Town Center spokeswoman Pam Howland said Peloton is leasing 2,600 square feet on the mall’s lower level between Kate Spade New York and Tumi, in a space formerly occupied by Michael Kors.

Peloton is aiming to open this summer.

The mall, which is nearly fully leased, recently welcomed men’s retailer Untuckit in May, with Frost Gelato also planning a summer opening.

Peloton has over 60 showrooms throughout the country, where it lets customers try out the equipment and peruse its apparel. The Short Pump location will be Peloton’s second in Virginia, joining one in Tyson’s Corner.

The company was founded in 2012 and has raised nearly $995 million in venture funding, per startup database Crunchbase. It also is eyeing an IPO.

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