Peloton customers receive an extra portion of lemonade while cycling.

Today the fitness platform announced a multi-year partnership with Beyoncé that is anchored through music and social initiatives.

The brand’s collaboration with the Grammy-winning musician, entertainer, and businessman begins with music workouts inspired by the Homecoming season, the annual fall celebration for students at historically black colleges and universities (HBCUs) dedicated to heritage and the Tradition pays tribute.

Beyoncé worked with Peloton to celebrate members with specially curated artist playlists. These serve as the soundtrack for indoor cycling, strength, yoga, running, bootcamp and meditation courses. Members can access the content in the Peloton app and via the Peloton Bike, Bike + and Tread + platforms.

It’s showtime, Peloton. The @ Beeyonce Artist Series is here. Get ready to ride, run, lift, flow, sing, love and celebrate the power of music all week long. Check out the live schedule to work up your next sweat – the Beyoncé style.

– Zug (@onepeloton) November 10, 2020

By the end of November, the partnership will provide two-year Peloton Digital memberships to students at 10 HBCUs: Bennett College; Clark Atlanta University; Grambling State University; Hampton University; Howard University; Morehouse College and Morehouse School of Medicine; Spelman College; Texas Southern University; and Wilberforce University.

Membership gives students access to the brand’s full library in the Peloton app for workouts that can be done with or without equipment.

“Peloton and I both believe that the power of music can help uplift, motivate and inspire those on their fitness journeys,” Beyoncé said in a statement. “I’ve been a member of Peloton for several years and I look forward to working with a company that helps young and old alike be the best of themselves in innovative and adaptable ways. I am proud to celebrate the students at HBCUs with this donation and to encourage them to find and embrace their own wellness programs. “

The practice brand is also committed to expanding its relationships with each participating HBCU to pursue long-term recruiting partnerships at the internship and undergraduate level. For the next several months, Peloton will continue to work with Beyoncé to curate courses on music, exercise, fitness and wellness.

Peloton reports that Beyoncé is the most sought-after artist of its 3.6 million members.

“Beyoncé’s commitment to empowerment and artistic expression is an inspiration to the entire Peloton community,” Peloton’s music director Gwen Bethel Riley said in a statement. “It is a privilege to be able to work closely with her and her exceptional team to expand access to our platform and collaborate on incredible offerings that we believe our members will love.”

Despite Peloton’s infamous vacation ad that closed in 2019, the fitness company saw strong growth during the pandemic. The brand recorded 94% year-over-year growth in May and revenue of $ 524.6 million for the quarter ended March 31, an increase of 66%.