Fitness ecosystem company Peloton grew rapidly during lockdowns, but it’s difficult to sustain those levels as the world returns to something approaching normal; expansion now requires a combination of physical and digital footprints, different price points and new thinking about engagement.

Why it matters

Peloton is associated with a static bike but its secret weapon is its subscription content that keeps users coming back for more. Now with lockdowns receding, how it maintains engagement will yield lessons for both ecosystem firms and others.