Peloton instructors have built expansive personal brands

Peloton's success is partly due to users' relationships with instructors

Despite Peloton's online model, most users feel a deep connection with the instructors and have created community groups around their shared identities (like being a mom or a lawyer). The relationship users have with their instructors has fueled consistent engagement and paved the way for instructors to take on personal brand deals. (Some users may experience a paywall.)

In 2021, Peloton instructor Cody Rigsby came in third place in 'Dancing With The Stars'

Rigsby has the largest social media following of any Peloton instructor as of this writing and is reportedly one of the highest-paid instructors. When he competed on the show in 2021, some fans felt like his cult-like following from Peloton kept him on the show, despite not being the strongest dancer.

See how a top Peloton instructor spends her day

Robin Arzón is Peloton's VP of fitness programming and the lead instructor at Peloton. Besides teaching multiple classes a day, she reserves seven hours a week for her own personal training and says she trains like a high-intensity athlete. (Some users may experience a paywall.)

Jenn Sherman was the first Peloton instructor

Jenn Sherman sent an email to Peloton with the title, "This is why you need to hire me." After auditioning, she became the very first Peloton cycle instructor. Since then, she's amassed a loyal following for her brash personality.

Peloton pays artists more for music than most streaming platforms because the on-demand classes are technically live performances, so Peloton has to pay both for the rights to the song itself and for the right to actually play the song.

Peloton makes most of its money via monthly subscriptions

Peloton has two core revenue streams: the exercise equipment it sells and the company's monthly subscription that gives users access to its class library. More than half of Peloton's revenue comes from the company's core product, the monthly subscription. Its "Peloton App+" membership tier is $28.99 per month.

Owning a Peloton has become a status symbol

Given the relatively high financial barriers to entry—with its cheapest bikes selling on its website for almost $2K—owning a Peloton has become a status symbol for some, representing the disparity between access to fitness between the upper and lower classes in the US (especially during COVID).

The fitness industry has seen a lot of fads—and Peloton might be one of them

Like SoulCycle and Tae Bo, Peloton has struggled to stay at the forefront of the fitness industry. Despite periods of incredibly high interest and high-profile users (like the Obamas), Peloton has lost many users since the pandemic ended—and has struggled to add more. (Some users may experience a paywall.)

How Peloton got moms hooked

Peloton's at-home workout classes were a game-changer for parents, giving them a chance to squeeze a workout in without leaving the house. The community group feature on Peloton created a sense of community that made users incredibly loyal to the brand.

Raising the price of a Peloton bike increased the company's early sales—and that's part of why the bikes are so expensive

The original Peloton stationary bikes sold for about $1.2K, but Peloton founder John Foley said that price point made consumers skeptical of the product's quality. After increasing the price of a bike to $2K, Foley said people started to believe it was a quality product, and sales soon increased.

Peloton hit a million subscribers in June of 2020

The COVID-19 pandemic ushered in record-breaking sales for Peloton, as gyms closed and at-home fitness classes became the new norm. However, Peloton struggled to keep up with the increased demand. As the COVID-19 pandemic's lockdowns lifted, many people returned to the gym, reducing their need for on-demand at-home fitness classes. Some say Peloton's strong subscriber base is the ticket to helping the company eventually become profitable.

The controversial 'Peloton Wife' ad from 2019 cost the company more than $1B in market value

The 2019 ad of a man gifting his wife a Peloton exercise bike sparked a wave of controversy, with some calling the ad sexist and fatphobic. The ad's backlash decreased the company's market value by $1.6B.

Peloton raised more than $300K in 30 days during its Kickstarter campaign

Peloton ran a Kickstarter campaign in 2013, hoping to raise $250K and ended the campaign with $307K. Peloton sold its first bikes during that campaign for $1.5K. Foley later said that most of the bike purchases came from investors, not necessarily new customers.

Peloton's founder once said the company 'sells happiness' before a disappointing initial public offering

Ahead of the company's IPO, Peloton founder John Foley told investors that "on the most basic level, Peloton sells happiness." However, the inspirational sentiment didn't stick with investors—the company closed the day of its IPO with stocks trading down 11% from the IPO price. (Some users may experience a paywall.)

Peloton paid a $19M fine for its handling of treadmill injuries

In 2021, a six-year-old died after getting caught underneath a Peloton treadmill. A federal investigation into the company revealed that Peloton knew about injuries on the treadmill as early as 2018 and failed to report the incidents to the US Consumer Product Safety Commission.

The COVID-19 pandemic both boosted Peloton's business and shook it up completely

While demand for Peloton's at-home fitness equipment soared during the pandemic, the company didn't necessarily have the infrastructure to support the breakthrough sales. In 2021, Peloton bought Precor—a fitness equipment manufacturing company—to help boost domestic production and decrease a backlog of orders.

In November 2025, Peloton issued a recall on more than 800,000 bike seats

Years after high-profile recalls on the treadmill due to reported injuries and even a death, Peloton issued another recall on the Peloton Plus bike seat. The company said it received three reports of the seatpost breaking.

More than 400 investors turned Peloton down in its initial funding rounds

Peloton founder John Foley said investors rejected the company's initial funding requests because there was no clear indication of what the market for at-home fitness classes looked like. Ultimately, more than 200 angel investors gave the company its first round of cash. (Some users may experience a paywall.)

Peloton, 'And Just Like That …,' and Chris Noth: all about Mr. Big's Peloton death and the following ad

In the "Sex and the City" spin-off "And Just Like That …", Mr. Big—played by Chris Noth—dies after having a heart attack after a Peloton class. In real life, the Peloton team had not been informed of the plot point. Peloton worked quickly to create an ad starring Noth in just two days in an attempt to get ahead of the story. But very soon after, Noth received public sexual assault allegations, leading to Peloton pulling the ad.

The word 'Peloton' comes from the word for the main group of riders in a cycling race

The word itself is French for "ball," but became the inspiration for the word "platoon" in the 17th century to describe a group of soldiers. Now, it's a common cycling term and the main focal point in cycling races.

Top creators get paid millions of dollars per post

From the Kardashians to the world’s top soccer players, a handful of celebrities average hundreds of thousands, if not millions of dollars, per sponsored post. But brands aren’t willing to shell out that money for a high follower count alone. Creators must have high engagement rates on their content, too.

Despite many influencers having loyal followings, creator-led brands often fail when the hype from first-time buyers dies down and doesn't translate into repeat purchases.

While influencers try to make money off of their posts, that's not always the case for content creators.

John Foley was the president of e-commerce at Barnes & Noble before founding Peloton

Foley worked for Barnes & Noble during the company's race against Amazon to dominate the e-reader market (Barnes & Noble had the Nook and Amazon had the Kindle). Foley says his time working for Barnes & Noble helped him learn the business of digital media, which is a core element of Peloton's business.

TikTok's top 10 users have over 1B followers

Influencers like Charli D'Amelio and MrBeast, as well as more traditional stars like Dwayne "The Rock" Johnson, produce content that keep people scrolling.

The creator economy—which is projected to be worth as much as $480B by 2027—is a system powered by people creating online content for monetizable audiences.

Why yoga teachers are dissecting cadavers

Thousands of fitness professionals are choosing to attend cadaver workshops to improve their understanding of anatomy and their teaching abilities. Though 3D virtual models give students a fresh way to explore the human body, medical students say experiencing the intricacies in person is far more instructive. As fitness professionals increase their understanding of the muscular and skeletal systems, their movement cues and instructions evolve in tandem.

Nike cofounder Phil Knight once taught accounting classes at Portland State University

Before Nike took off, Phil Knight taught accounting classes at Portland State. He met two very important people there: his wife Penelope and Carolyn Davidson, who designed Nike’s logo.

Some influencers are facing the dark side of being a public persona

From burnout to stalkers, a content creator’s life can quickly become complicated as their following grows. Women’s Health recently spoke with some creators about what they wish they’d known before they started their careers on social media.

There's a college course teaching influencing 101

A class at Duke University called Building Global Audiences promises to teach students how to grow their social media followings, master the art of content creation, and, of course, eventually monetize it all. One writer took the class and wrote about what it was like to be a student.

What it takes to become a professional jockey

This short documentary follows a young, amateur jockey through early mornings and exhaustive gym sessions, where she rides a simulator made to look like real horses. It's a peek into a highly specialized (and highly unusual) athletic pursuit.

Training to be a K-pop idol is a high-pressure experience

The life of an idol is known to be arduous, but what does life look like before one even reaches fame? In this video, a reporter investigates the K-pop dance schools of South Korea and unveils a darker side of the industry. In hopes of "making it," students undergo relentless training routines and auditions to achieve their idea of perfection. While the pupils insist on their autonomy and belief in the system, there are clear pressures to conform and meet industry expectations.

TikTok can turn everyday users into stars

TikTok is such a cultural force, it’s now a platform for turning ordinary users into stars. This "Planet Money" podcast episode performs a deep dive into how Tai Verdes went from working a day job and dreaming of becoming a successful musician to using TikTok to gain a following.

New rules introduced in 2021 let college athletes profit from their name, image, and likeness.

Caroline Calloway: The influencer who botched two six-figure book deals

The daughter of a real estate mogul, Caroline Calloway was an Instagram influencer who leveraged her "Cambridge captions"—young adult novel-esque descriptions of college parties—into a six-figure book deal in 2014. After having failed to produce...

Palantir CEO Alex Karp is an avid skier

Karp takes health and fitness very seriously and reportedly skis more than five hours each week. He has frequently recommended Norwegian-style cardio training, which emphasizes the length of a workout rather than effort level. In 2023, Karp reported having just 7% body fat—similar to that of Olympic swimmer Michael Phelps during the 2008 Olympics.

Becoming an Olympic swimmer costs tens of thousands of dollars

When you see Olympic athletes win gold, it's the culmination of years of hard work and discipline. But it isn't all sweat equity. Before ever stepping foot on the world stage, these athletes have to pay or find funding for private coaching and lessons, club memberships, and meet fees, with estimates that it costs $25K to $40K to make it to the Olympics.

People are making careers out of playing claw machines

As it turns out, winning at a claw machine arcade game over and over again makes for great social media content. Influencers like Erik Kane are taking advantage of this—and making money off of it, too.

The Eras Tour generated $2B in ticket sales, but $5B in consumer spending

Taylor Swift has achieved such high-profile status, her music and tours influence a broad swath of industries, communities, and economies. “Swiftonomics” is the term used to describe how Taylor’s tours, merchandise sales, and brand boost everything from local business receipts to tourism in a community.

Inside the life of a 13-year-old beauty influencer

Thirteen-year-old Evelyn started posting get-ready-with-me style videos the summer before she entered 7th grade. Pull back the curtain on how she rose to internet fame through cutting observations of her peers at school, and how platforms like TikTok have responded to those under 13 joining the creator economy.

Blackpink are the most followed female group on Spotify

The widespread popularity of the four-piece girl group Blackpink has built a large community of fans—called Blink—and proven the success of unconventional marketing strategies. Instead of producing a wealth of content and new material, Blackpink releases albums slowly, building tension for their fans. During their musical breaks, the women continue to build on their icon status, working with luxury brands like Chanel or even guest-starring in major American TV shows like “The Idol.”

Startup accelerators that include more training activities, such as pitch competitions, tend to have better long-term success rates

That's according to a new study from Wharton. Y-Combinator, perhaps the most famous startup accelerator, currently has 16 alumni companies trading on the public market. But not every entrepreneur who joins a startup accelerator makes it big.

College football coaches are the highest-paid state employees in a majority of US states.

Despite earning less than most tech workers, educators have one of the highest rates of homeownership

Annual income largely determines homeownership. In the US, 72% of people in management roles own a home, but educators, who on average earn much less than those working in business, have the second-highest rate of homeownership.

Taylor Swift is one of the most successful artists in the world

Few musicians are more popular (or more influential) than Taylor Swift. that's not a broad generalization. The data from this music-industry report backs it up. Luminate not only breaks down Swift’s titanic streaming numbers but also analyzes the strength of her fandom, which the publication considers indicative of “influence.”

The hypercompetitive world of becoming a K-pop star

K-pop, a global $8B industry, rose from its 1990s regional roots to worldwide fame thanks to hits like “Gangnam Style.” Trainees endure years of intense training in performance and media skills, with only 4% to 5% debuting.

Retired gladiators often became trainers, referees, or exhibition fighters

Few gladiators survived to retirement, but those who did rarely left the arena behind. Many returned for high-pay exhibition bouts, trained new fighters, served as referees, or leveraged their fame into unexpected careers, including local politics.

Influencers have changed what music festivals look like

One major criticism of Coachella is that it's a playground for ultrarich people, with celebrities and influencers posing for selfies at a polo club. This article dissects the legitimacy of that stereotype and argues that the backlash to it has altered the festival's cultural standing.

Roller coasters can cost millions of dollars to make, but they often offer a substantial payoff

Over 6,000 roller coasters are in operation around the world as of 2025, with ongoing demand to build more each year. Despite being costly (some theme parks pay upwards of $50M for these rides), their financiers are able to justify the investment when considering the long-term value of a ride that sticks around for decades with daily streams of visitors.

Pelé is one of soccer's most famous players

He’s one of history’s most famous soccer players: Edson Arantes do Nascimento, better known as Pelé. This piece follows the Brazilian soccer legend through various public appearances and interviews, highlighting the commercialization of his image and his own reflection on a life of stardom.