Peloton is a once-in-a-decade fitness phenomenon. The cycling-based workout streaming service already has more than a million followers, and is expanding every year thanks to its popular home gym equipment. Since inception, it’s sold half a million bikes and has an almost cult-like following.
But what makes this brand so successful? Why are people flocking to it when there are so many alternatives out there?
It Offers Exceptional Convenience
Most consumers are a little suspicious of Peloton when they first encounter it. They wonder what benefits they will get by spending a small fortune on a static bike with a screen that pipes instructions to them. But once they try it, they soon see the value. It’s like having your very own cycling studio at home. The convenience is extreme.
To be sure, you need financial commitment to become a part of the Peloton community. The upfront cost for the Peloton bike is around $2,000, give or take a little for various discounts, plus a delivery fee of $250. And there’s an ongoing subscription of $39 per month for accessing the brand’s live classes.
But people are willing to pay these expenses to get a quality service. And that’s what they feel Peloton gives them.
It Has Some High-Profile Customers
Peloton was once a grass-roots movement. But now it has many high-profile customers as well. British billionaire Sir Richard Branson is well-known for his love of the platform, as is Olympic sprinter Usain Bolt and Aussie actor, Hugh Jackman.
These celebrities are bona fide brand ambassadors. Richard Branson, for instance, regularly uploads pictures of himself using the brand’s equipment to his social media channels, encouraging other users to get on board. That, in turn, drives even more bike sales.
It’s Been A Substitute For Gyms During The Pandemic
Peloton already had a cult following before the pandemic. But ever since COVID-19 forced gyms to close, it’s become a loved and trusted substitute. People feel like they are getting regular classes but from the comfort of their own home gym.
It’s also helping that Peloton’s founders believe that they have found the “secret sauce” of motivating people to do workouts at home. They consider themselves to be the “Apple of fitness” because they have found a way to get people to stick with their workouts and achieve results. People actually want to keep exercising using the service long-term.
For example, Peloton creates accountability by tracking user’s progress over time. It also drip-feeds customers with rewards. Live instructors offer continuous affirmation during sessions, and users can celebrate various achievement milestones on their fitness journey.
Peloton also lets exercisers choose their desired difficulty level. This way, they can tailor their workouts to just the right level; not too easy so that it becomes boring, but not too challenging that it is painful.
Of course, Peloton isn’t the cheapest system in the world. But the fact that it remains popular is a testament to the sheer value it offers.