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Peloton: a masterclass in innovation

Over the last decade, how often have you said the words, “why didn’t I think of that?” Facebook, Amazon… And here we go again. Peloton is the latest brand to take the world by storm with its high-tech static bikes and live digital classes.

Over the last decade, how often have you said the words, “why didn’t I think of that?” Facebook, Amazon… And here we go again. Peloton is the latest brand to take the world by storm with its high-tech static bikes and live digital classes.

We are currently providing staff for Peloton House – the brand’s first retail store in the UK. Although ‘store’ is just a tiny part of the story. Visitors are given the full Peloton experience – the right equipment, a private room set up like home, a live Peloton work out, and even a shower and juice to finish. It’s no wonder sales are going so well.

Today is Thanksgiving in the US, and some might think Peloton should spend the day giving thanks for their stratospheric rise since selling their first bike just four years ago. But looking at their schedule, they’re not going to have time. Last year, their Turkey Burn Ride made history, earning itself a place in the Guinness Book of Records as the world’s largest ever live cycling class – with over 10,000 riders taking part. This year they’ve got three different Turkey Burn workouts planned – and the Peloton community will no doubt be out in full force once again.

In fact, Peloton always seems to think big. Over the last six years the brand has raised nearly $1 billion in financing, spent a reported $45 million on its flagship studio in Manhattan and are currently spending £50 million to launch Peloton in the UK. And it’s working. Peloton is now a global sensation, valued at over $4 billion.

Peloton’s success is down to knowing its audience. The brand took every element of what people love in the current era and bundled it all together: digital technology, health & fitness, on demand content, cool gadgets and a virtual community spearheaded by social influencers.

And it’s not even that expensive. Of course if you compare it to a basic static bike in your garage, then spending £2,200 on equipment plus a £20 per month subscription does sound a bit excessive. But compared to exercise classes – which can easily cost £10 a session – there’s clear value for money if you like to work out regularly. And with 20 live classes a day plus over 10,000 on demand, there’s plenty of options for those that do.

CEO John Foley calls Peloton not a stationary bike company, but an innovation company (note, the Peloton treadmill will be arriving in the UK soon). But by using the basis of a saleable product to launch their innovation from, the unicorn company is also turning a profit. Peloton is clearly a very special brand – and one we’re hugely excited to work alongside.

Peloton House will be open until the 12th January, with Mash staff on hand to help you experience the Peloton bike and its community. So if you have some turkey to burn off this festive season, I really urge you to give it a go.

Book your slot online at https://house.onepeloton.com/

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