Jan 4 (Reuters) - Fitness equipment maker Peloton Interactive (PTON.O) will bring its workout content to short-form video platform TikTok in an exclusive partnership, the companies said on Thursday.

The partnership comes as Peloton, shares of which extended gains to jump 9.5% in premarket trading, is pivoting from hardware and transforming into a software-focused company, leaning on its exclusive content to drive subscriber growth.

Demand for the company's connected home fitness equipment has plummeted after a surge during the pandemic. That, along with expensive bike recalls, delayed a return to positive cash flow by fiscal 2023.

The New York-based company has been working to re-brand itself to make its services accessible by introducing new plans that will allow subscribers to workout with or without equipment.