Reinventing the Ride: How Peloton is Pedaling to Deepen Customer Connections

Michelle Boockoff-Bajdek
2 min readNov 27, 2023

It’s no secret that I’m a bit obsessed with Peloton. I jumped on the bike before the pandemic and then added the smaller tread and rower to my home gym upon their launch. The digital app drives 90% of my total workouts — even during marathon training. Consider me a loyalist.

But here’s the thing: I’m not the member Peloton should invest in. I’m already all in. Instead, Peloton’s focus is two-pronged: expanding its subscriber base and extracting more value from existing members by keeping them engaged and committed. Sound familiar?

Let’s take a look at what Peloton’s been up to lately. From the Artist series, which has seen some of today’s hottest performers, like Lizzo, collaborate with Peloton to bring curated rides to the platform (and, in Lizzo’s case, to break the platform when she joined the instructors in studio), to Peloton Lanebreak, a gamified workout experience akin to racing on a Tron-inspired track. And now, Peloton Entertainment, allowing you to binge your favorite shows on popular streaming platforms like Netflix, HBO Max, Disney+, and NBA+ during your workout.

The endgame? Your undivided attention — all the time. With a tiered pricing model, Peloton is aiming to reach 100 million members on its digital app, shifting the focus from hardware to experience. This strategy includes a freemium model, enticing anyone to try (or return to) the service in a post-pandemic world where we’re no longer tethered to our homes or our Pelotons.

So, what insights can we glean from Peloton’s reimagined, arguably stronger, strategy? Here are my three main takeaways:

1. It’s all about the customer. Peloton is tuning into its users and crafting experiences to meet their needs at every level. Whether you’re a loyalist or a newbie, there’s something for everyone. Craving a Mariah Carey-themed ride for the holidays? Want to watch The Gilded Age during a long run? Go ahead, compete with friends on the Lanebreak leaderboard.

2. Convenience is king. By curating proprietary and third-party content in one place, Peloton ensures members don’t need to venture elsewhere. And the cherry on top? A stellar workout.

3. Peloton is creating stickiness. Something the company needs in the face of a post-pandemic slowdown in connected subscriptions, which currently hover just over 3 million, out of nearly 7 million total members (anyone with an account). Quite a distance from the ambitious goal.

So, what have we learned? Peloton is harnessing the power of customer focus and convenience to keep us engaged and coming back for more. It’s not just about fitness equipment anymore — it’s about crafting a lifestyle. That’s a lesson every business can learn from.

After all, it’s not just about the ride, it’s about the entire journey.