Peloton may open its workout content to competing bikes and treadmills

Peloton may soon allow users of competing fitness equipment to stream its workouts to their bikes and treadmills. In conversation with , CEO Barry McCarthy said the company was “rethinking” its digital strategy. As a first step, Peloton could introduce a freemium model, where the company would start offering some features and workouts found on its mobile and TV apps for free. Currently, the software costs $13 per month after a 30-day trial.

In the future, people with stationary bikes or treadmills from companies like Bowflex, Echelon, and NordicTrack could also stream Peloton’s content onto their devices’ displays. McCarthy didn’t say how deeply the company’s software would integrate with competing models. For example, it’s not clear if you would see readings like you would on a Peloton bike or treadmill during exercise.

McCarthy also narrated Bloomberg Peloton plans to redesign its bikes so customers can assemble them at home. Currently, the company has a professional come to your home or apartment to help set it up. “We’ve been working on this for a while, and it’s a real thing,” he said. “We’re going to continue to lower the cost of the hardware and design it so you can assemble it so we can FedEx it.”

The moves come as Peloton struggles to return to profitability. After one in the first three months of 2022, the company increased prices and laid off 784 employees (thereafter before). The idea that Peloton would give you access to its software on competing hardware would have seemed unthinkable a year ago, but now that its very survival is at stake, it’s doing what it has to do to stay afloat.

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