Peloton, the renowned fitness brand known for its exercise bikes, is embarking on a significant rebranding effort by expanding its software offerings and introducing three new membership tiers to its mobile app. The company aims to provide a range of fitness options that can be easily accessed from home or the gym without the need for expensive Peloton hardware. The newly unveiled tiers are Peloton App Free, App One, and App Plus, each offering different features and pricing options.
Peloton App Free, as the name suggests, is a no-cost option that grants users access to over 50 classes across 12 exercise types, including strength training, cardio workouts, and meditation plans. While some classes will rotate periodically, the frequency of updates is yet to be determined by the company.
Moving up the ladder, Peloton App One is the first paid tier, priced at $12.99 per month or $129 annually. This membership provides unlimited access to thousands of classes spanning all 16 exercise types, including exclusive content such as yoga classes. Members can also participate in up to three equipment-based classes, covering indoor bikes, treadmills, and rowers. Additionally, App One offers a robust selection of on-demand and live classes throughout the week.
The highest tier, App Plus, is available for $24 per month or $240 annually and offers unrestricted access to Peloton’s extensive library of content, except for two classes that require specific equipment. App Plus includes specialty content like Challenges, Programs, and Collections, providing users with a comprehensive fitness experience.
In conjunction with the app update, Peloton is introducing Peloton Gym across all five of its exercise tiers. This feature includes written workout plans accompanied by instructional videos, allowing users to tailor their strength-building routines at their own pace.
Current Peloton subscribers will automatically be upgraded to the App Plus Membership at no additional cost until December 5th, 2023. After this date, users can choose to continue with the increased price or switch to a more affordable tier. The three new app tiers are being gradually rolled out across Peloton’s five global markets, while existing tiers, Peloton Guide and Peloton All-Access, will maintain their current pricing.
Peloton’s bold shift away from its signature exercise bikes presents a calculated risk, especially following the recent recall of over two million bikes due to safety concerns. However, diversifying its offerings may prove beneficial for the brand. The success of Peloton’s rebranding strategy and expanded software services remains to be seen, but the move reflects the company’s commitment to catering to a wider range of fitness enthusiasts.