Beyond Design’s Take on Consumer Loyalty to Peloton

November 8, 2021

New fitness habits have been forced upon us during the COVID-19 pandemic, and society has had to adapt to a new lifestyle. Many people remain uncomfortable going to the gym and have moved their fitness journeys to inside their homes. As consumers, we have been virtually bombarded with new ways to workout at home, whether that be through fitness apps, strength training machines, YouTube video classes, and one of the biggest trends we’ve seen in recent years, the Peloton. The company has a cult following, and in this article we will dive deeper into why consumers are unconditionally loyal to the Peloton experience.

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The Peloton Bike is not a cheap purchase, but we are paying for them… why? The company’s success highly values convenience and community. Unlike other popular cycling workouts, usually involving classes in a studio, the Peloton enables you to join thousands of other members for a studio-grade workout without leaving home. Stay in shape in the comfort and safety of your home…sounds perfect right? However, is the price worth it? The bike itself is $1,995 dollars plus $250 for the delivery/set-up fee, $179 for essential equipment and a $39/month subscription fee.

The Peloton users would say it’s absolutely worth it. Let’s dive into why consumers love the Peloton so much and how the company embodies the idea that technology makes it possible for time-strapped individuals to get the full experience.

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Peloton users get the convenience of being able to take top-notch studio cycling classes on a high-tech bike at home anytime they want. Another huge draw to the company are The Peloton instructors. They are strong cyclists and instructors who constantly motivate riders with high-energy classes. Many of the instructors have even built somewhat of a cult following while also creating a socially engaging platform in the workout themselves.

Arzon, one of the most followed instructors amongst the Peloton community states, ” So whether you’re getting a high-five from a fellow rider or you’re getting a shout-out on your first run… there’s an intimacy there that doesn’t exist most places, certainly not in a space where you’re interacting digitally, and instructors are kind of breaking the fourth wall and in people’s homes. That’s powerful stuff.”

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All in all, the Peloton community feels more of a personal connection with both instructors and their fellow riders, making the investment worth it to consumers. Most people want to be apart of a competitive yet inclusive community and Peloton is truly changing the way riders workout. The convenience of a studio cycling class on a high-tech bike at home definitely helps, making the Peloton an extremely desirable experience.

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