INSUBCONTINENT EXCLUSIVE:
It makes lazy people like me work out
the friction to getting fit
And this is why I think Peloton will be a big succes no matter what short-term investors do when it IPOs this week after raising $994
million in venture capital.The bikeBasically, Peloton is a $2300 stationary bike with a tablet stuck to the front
The $40 per month subscription unlocks thousands of live and on-demand video cycling classes where instructors positively yell at you
resistance, and you pedal harder at home
The resulting endorphin rush is addictive, and you find yourself persuading friends they need a Peloton too.That viral loop which adds to
its 500,000 subscribers is how Peloton plans to raise ~$1.16 billion going public this week at an ~$8 billion valuation
Its revenue doubled this year as it began to dominate the connected exercise equipment market, though losses quadrupled as it burned cash to
workout requires dragging yourself to the gym or suiting up to face the elements outside
That can be daunting enough that you rarely do
But once you slip into the Peloton bike shoes, you can hardly walk normally which means you can hardly procrastinate
I burn far more calories in a shorter time than exercising solo because they inspire me to push a little harder or they slow their countdown
to add a couple all-out seconds to the end of a sprint
and out of the giant screen bolted to your handlebars
That generates intimacy despite them broadcasting to thousands
Even in person, a SoulCycle coach across the room can feel further away
quickly begins to associate the sounds of Peloton with the glowing feeling of finishing a workout
The rip of the velcro shoe straps, the click of clipping into the bike, but most of all the instructor catch-phrases
Your pedaling pace is often pegged to the tempo, with sprints starting when the beat drops
Peloton has paid out $50 million in royalties for its music, and faces $300 million-plus in lawsuits for copyright infringement
But having the best tunes to bike to might end up worth the penalty since it helped Peloton race ahead in a lucrative market.The Bike As
By designing its bicycles for beauty, Peloton coerces you to place them conspicuously in your home
smart product design moves could be copied by competitors
But by amassing a community of 1.4 million members to date, Peloton benefits from social features and economies of scale
You can ride together with pals over video chat, send each other digital high fives, or race and compare achievements
Each friend that joins Peloton is one more reason not to sign up for a competitor
The whole concept virtual personal training is being legitimized
Each $39 on-bike subscription allows unlimited accounts on up to three devices, so you can hook up some friends if you convince them to buy
streaks are to kids: a clever way to reward consistent usage
to fill by pedaling, and kilojoule output high scores to beat
name-drop shoutouts instructors give
Whether mentioning the screen names of a few participants at the start of a session or congratulating users hitting their 50th, 200th, or
500th ride, the recognition pushes people to join the dozen live-streamed classes each day that add urgency to the on-demand catalog
Proof it works? People strategize to ensure their 100th ride is a long live class to maximize the chance of a shout-out.A free cult shirt
augmented reality filters to make people feel comfortable on screen and take shareable selfies
Novelty could come from celebrity guest instructors, or themed classes for pre-gaming for a night out, fans of a particular artist, or songs
And it should definitely have some iconic sounds like an om or singing bowl chime that play before each class to center you and after to
release you.Most excitingly, the Peloton screen has the potential to be a platform for exercise-controlled gaming and apps
Whether pedaling to escape zombies chasing you or piece together a puzzle, maintaining an output level to keep your cross-hairs locked on an
enemy plane as you dogfight, or making a garden bloom by growing each flower during a different interval, Peloton could evolve riding to be
Apps could offer training simulators for different sports focused on sprints for basketball or marathons for soccer
the strengths and opportunities of its core product, Peloton is poised to absorb more of your fitness time and money
one on its $19 per month app
I categorize these as wellness products and services that rely on convenience instead of your will power
Think delivery health food instead calorie-counting apps that are a chore
My pushbutton regimen includes Peloton, six salads per week dropped off in batches by Thistle, monthly packages of Nomiku vacuum-sealed
the positivityPeloton could easily dive into selling meal kits, personal training, or a wider range of workout clothes to compete with Lulu
It offers the effectiveness of a spin class but with scheduling flexibility
It removes every excuse for staying on the couch
And in an age of visual communication where many seek to share both the journey to and the destination of an Instagrammable body and the
discipline to ge there, Peloton provides conspicuous self-actualization through consumerism
Plus, finishing a ride feels damn good.
