Peloton builds a closed-loop brand

Stephen Whiteside

Peloton, the fitness brand, is building a brand loop that enables it to take end-to-end control of the customer experience, and that can help further expand its audience through driving recommendations.

Peloton is creating a closed-loop fitness brand where it manages everything from making hardware to crafting digital content and delivering goods – all with the goal of providing a seamless consumer experience.

The direct-to-consumer brand, which was founded in 2012 and is headquartered in New York, offers a product slate that includes:

  • workout bikes, with a starting price of $2,245, that feature touchscreens giving access to its stream of digital content;
  • treadmills commanding a base rate of $4,295, and similarly letting people view Peloton’s classes and other fitness content;
  • app-based access to Peloton’s content for just over $19 a month....

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