Peloton Live Spin Class

[Mr Ted]

So I was asked by a none cycling mate what this was all about as they are running saturation TV ads so , having an afternoon free, I contacted their UK operation. Now let me say from the outset this was purely a fact finding mission, I have no problem with the company, their products or marketing techniques. I just wanted to understand how it works.

Here is the first chat with a nice patient lady called Amanda:-


Amanda
We have over 10,500 classes available on demand
and we have over 25 instructors
Our subscription is £39 per month and gives you access to all our content
We offer 12-15 live classes daily which then gets added to the on demand classes. We also include beautiful scenic rides and off the bike workouts like yoga, strength & conditioning, outdoor running and stretching!



Me: is that 25 instructors in the UK? What size is a typical class?
Amanda
It total in the UK and US
We have between 800-100,000 members in a class
This is all online and you can stream a class from the UK live or on demand
Tell me what made you look into Peloton today?


Me: Your tv advert implies a very small class
Amanda
But you don't take the class in the studio, we film from the studio
You take the class online on your bike!


Me: yes but your advert shows the instructor talking directly to 2 users, how is that possible with 800 in a class
Amanda
If you do a live class the instructor can see who is online taking that specific class!
You can get a shoutout!
So if it is your first ride or 100th the instructor can see that


Me: Ok so how many users in a live class?
Amanda
Between 800-100,000
It varies a lot


Me: So your advert and the video that is playing on your website is a bit misleading
Amanda
I'm not sure I agree
But fair enough
This is the first time I am getting these questions actually


Me: Your advert plainly implies an almost one to one with the users and that cant be the case with a class of 800 to 100,000!
Amanda
Yes, we have between 800 to 100,000 taking the ride online at the same time all over the UK and the US
The instructor is in a separate studio filming live to peoples homes


I wanted to find out more about the interaction between instructor and those taking the class so went back for more chat:


Peloton
Hi! Can I help you out today?
Me: Hi a couple of questions
Amanda
Hi there!

Me: Does the bike support Ant+ sensors?
Amanda
It dose

Me: And does the instructor see the power etc
Amanda
You mean your power output?

Me: yes and heart rate
Amanda
No, only you
They can see if you are completing your first ride or 100
They can also see the leader board
But everything else is just for you

Me: Ah ok, at our local gym the instructors interact a lot with us, if someone is flagging they encourage them, if someone is struggling they sometimes suggest backing it off a bit, I guess your instructors can't really do that?
Amanda
They encourage all members!
But also that we are all different
Our instructors will encourage you to get the cadence to a specific number and change your resistance to get there

Me: I understand that but they do that as a group rather than individually telling me, 'speed up!'
Amanda
Correct
We are offering a solution for people to attend live classes from their homes
This is if you don't have time..
You have children
or there is no gym near you
Or you don't like to sweat next to other people


So I think I have it sorted; basically you sit on your bike at home watching an instructor, although they are live streaming the only interaction with the instructor is the possibility of a 'shoutout' so really you could watch an exercise DVD and get the missus to pop her head round the door once in while and give you a 'shoutout'

Has anyone tried one?

[Mr Ted]

JPJPJP said:

It has, so far, raised from investors US$995m and, at the last fund raise round (Aug 18), was valued at US$4.15bn

AIUI it was a loss making concern at the last fund raise round

https://www.ft.com/content/c01d5252-96bb-11e8-b67b...

It is expected to do US$700m revenunes for it's year ending Feb 19 and is heading towards an IPO sometime later this year...

(zwift has raised US$165m so far)

Edited by JPJPJP on Thursday 17th January 21:32

I expect they will sell it once it peaks with the early adopters and before it shrinks back, I love the presentation by over enthusiastic twenty somethings; live streaming exercise classes- we had that in the 70s, it was called television. On demand classes- yep had that as well in the 80s once VCRs became affordable. The only interaction that users get with the instructor is a 'shoutout' if it is their first or multiple of 100 workout. Other than that its like a Mr Motivator tape.

Re-invent the wheel, dress it up with spin (sorry!) , attract investors to get it rolling (sorry again!) then flog it before it runs out of steam probably having never made a profit.

[Mr Ted]

Gary C said:

I dont know how you thought that it was 1-2-1 from the advert, seems obvious its online with multiple participants.

The advert clearly shows the instructor interacting with the users but actually by their own admission the instructors cannot see what any of the class are doing! All they can see is who is online and they can shout out to someone on their first login or multiple of a hundred, there is nothing here different to watching a video and the fact that they claim the instructors are streamed live makes no difference to the user experience,