Peloton’s recent partnership with TikTok is less about driving revenue and more about exposing its content to the younger generations, according to at least one expert.

On Thursday, Peloton announced it collaborated with the social media giant to create a “fitness hub” on its app.

Shweta Khajuria, managing director of internet equity research at Evercore ISI and a Peloton customer, called the move a “marketing effort” that gives the fitness company access to younger workout enthusiasts.

 “It’s a very creative way to expose their content on social media – the first of its kind – exposure to Gen Z,” she told BNN Bloomberg in a television interview on Thursday.

In terms of what kind of revenue the deal will generate, Khajuria suggested it might be a year or more before we find out how impactful it will be.

“In terms of (a) revenue opportunity, we don’t have any disclosure from the company in terms of the economics of this partnership, but my understanding is this is viewed more as a marketing spend on Peloton’s part, subsidized by TikTok,” she said.

“It’s very unclear on how impactful this is going to be to the overall business, think of it more as (a) marketing strategy on their part.”

The fitness hub will be available to TikTok users in Canada, the U.S. and the U.K. It will feature some live classes and original instructor content.

With files from Bloomberg News