Admittedly, I missed out on the pandemic-era Peloton hype.
Even though most of my friends couldn’t fit the iconic exercise bikes into their cramped New York City apartments, they still enjoyed the perks of a membership.
They’d do audio-only classes and keep up with the brand’s rising stars. By osmosis, I knew who Ally Love was, and that she was teaching a themed ride to celebrate her wedding.
Years later, Peloton has had to adjust to a changing market. It reopened its in-person classes in 2022, launched AI-powered coaching features, and recently announced the launch of commercial gym bikes and treadmills.
After a pandemic-era subscriber surge and subsequent slowdown in growth, Peloton worked to find new ways to compete with in-person gym offerings, while also dealing with direct at-home workout competitors like Echelon and Tonal.
Amanda Hill, Peloton’s SVP of Global Content Strategy and Programming, told Business Insider that the brand plans to triple its in-person events in 2026, including collaborations with SXSW, F1, and the London Marathon.
“Human connection is an essential part of our magic formula,” Hill said. “Stoking community fuels our strong membership retention.”
So when I got an invite from Culturelle Probiotics to try an in-person cycling class with Jess King, their chief wellness ambassador, I was intrigued. Having never taken a Peloton class before, I was curious: Would the experience feel as dazzling to someone who hadn’t developed an attachment to its instructors?
I was starstruck despite being unfamiliar with Peloton
Before the class, the group of journalists and wellness influencers received a brief tour of Peloton’s facilities. It has the feel of a traditional gym and polished content operation — where small, in-person classes double as live broadcasts to its global subscriber base.
Located in the Hudson Yards neighborhood of Manhattan, the studio spanned two floors and was probably the most pristine gym I’ve ever been in.
We glimpsed into one production room for the brand’s virtual yoga class, a lone mat in front of loads of film equipment.
I could imagine the excitement of someone who took years of Peloton classes — to them, this would be the equivalent of a Hollywood tour.
The class felt like a production, too. The lights were dimmed to a universally flattering purple, and a Peloton employee adjusted everyone’s bikes and helped them lock their shoes to their pedals.
Before King, who’s one of the brand’s stand-out personalities, emerged, an announcer mentioned going on the “ride of our lives.” I turned to the woman next to me, who blurted out exactly what I was thinking: “This is like Disney World.”
While I’m personally used to a lot less fanfare in my fitness classes, the intentionality felt nice. This wasn’t just another workout squeezed in between waking up and hustling to work. It was 30 minutes of intense cycling mixed with the brand’s signature affirming energy.
Peloton fans who attend these classes typically register up to six weeks in advance. The ones visiting New York treat signing up similarly to getting rush tickets to Broadway, employing all the tricks to ensure they snag a spot to see their favorite Peloton stars.
It isn’t a class: It’s an event, after all.
The class flew by because it felt like a party
Never having taken a virtual class with King, who, before Peloton, was a professional dancer and even a finalist on “So You Think You Can Dance,” I still felt like I was in the midst of a celebrity when she entered the stage in fully bedazzled cycling shoes.
King seamlessly walked us through how to adjust our bikes’ resistance with the muscle memory of someone who’s done this since 2014. She possessed the same charisma and discipline of a seasoned actor. King also emphasized letting go and having fun with her EDM soundtrack — a less common gym class instruction, in my experience.
The 30-minute class zoomed by. Even as a complete newbie, the gear was easy to use, and there was enough variety to keep the class neither too boring nor tediously challenging.
King’s words of encouragement, delivered with the cadence of a fitness star, also helped everyone relax into the workout.
It was a well-oiled production, which, ironically, is what made it feel so organic and fun.
Peloton isn’t building more studios anytime soon
That being said, at this time, the brand isn’t investing in building more studios outside its existing ones in New York and London.
I can understand the move. As someone who’s attended my fair share of classes at both luxury gym franchises and mom-and-pops, many have fallen into the same trap: wanting to make more money through rapid expansion at the expense of gym-goers.
Eventually, this can lead to more squished and precarious circumstances. Three people sharing a strength training station. Rushing to snatch the last pair of dumbbells that work for you. Suddenly, you feel less like a member and more like a body to stuff into a studio.
Peloton exploded in popularity because of its personalities and how safe they made their fans feel during an otherwise unstable time in their lives. I appreciate Peloton holding on to that magic like a card to its chest — even when it’s tempting to just be like every other fitness brand.
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