How Peloton got moms hooked

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.)

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 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.)

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.

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).

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 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.

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.

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 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.

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 instructors have built expansive personal brands

Outside of teaching Peloton classes, many instructors have amassed large social media followings and brand deals—ranging from modeling for Puma and Adidas to "Dancing With The Stars" appearances. On top of their influencer work, leading instructors at Peloton—like Cody Rigsby, Emma Lovewell, and Robin Arzón—reportedly earn salaries of more than $500K.

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.

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.

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.

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.

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.

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.)

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.

A mother goes viral for sharing tips for making her home a "hang out" spot for her son and his friends

A mom shared an Instagram reel of her college-aged son and friends hanging out and playing cards in her dining room. She wrote a note explaining how she helped make this happened, and provided tips to other parents hoping to keep their children visiting home for a long time. She encouraged parents to keep snacks in the house, say yes when their kids asked to hang with friends, and to be okay with a bit of a mess, among other things.

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.

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 explained: how the app became a global phenomenon

Since 2018, the short-form, video-sharing app TikTok has gone from launching in the US to becoming a habit-forming cultural force that’s signed up more than half of the country's population as users.

How COVID-19 brought new investors into the market

With fees removed from the equation and more time at home thanks to pandemic-related lockdowns, Americans who had never bought or sold stocks before started participating in the market. Charles Schwab dubs this cohort “Generation Investor” and notes individuals from all age ranges took part in this phenomenon. Study up here.

WeWork marketed itself on community

In a new era of work where many millennials wanted to work for themselves in offices with exposed brick, cold brew on tap, and casual dress codes, WeWork realized these entrepreneurs and startup workers didn’t want to do it alone.

PIckleball is the fastest-growing participation sport in America

The outdoor game experienced a surge in popularity during the 2020 pandemic because it could be set up in driveways, be played by all ages, and allowed for safe social interactions. That social aspect has helped pickleball’s popularity continue to rise post-pandemic. A March 2023 APP report showed 48.3 million American adults played the sport in the last 12 months.

Temu uses gamification techniques to encourage customers to shop on its app

Games include a spinning roulette wheel that offers coupon rewards, promises free delivery, and more. Some have said it’s tough to pull themselves out of the Temu ecosystem once they’re in it.

The reason some people love exercise may be because of their microbiome

Certain gut microbes in mice trigger dopamine release and drive motivation to exercise more. Scientists are investigating whether humans carry similar microbial patterns that influence our natural inclination towards movement, exploring how unseen microbial ecosystems may shape mammalian fitness behavior and reinforce innate reward pathways. (Some users may experience a paywall.)

Millennial tastes in amusement parks have made coasters more family-friendly

As parks raced to make the biggest, longest, tallest roller coasters, costs skyrocketed, and the return on investment became more challenging to achieve. Consumer tastes have also changed, with Millennials in the US preferring more mid-tier rides for family inclusion.

A major dopamine hit from social media use comes from unpredictability—not knowing if the content users post or share will get the 'like' from other users, triggering cycles of anticipation similar to those experienced with a slot machine.

Indoor rock climbing gyms have doubled in a decade in the US

The business saw a jump in growth amid low real estate costs after the 2008 Great Recession. The sport's culture has shifted from serving misfit loners to more family-friendly spots.

Today's money-making influencers might not have existed without the 'mommy bloggers'

"Mommy bloggers" chronicled the realities of their lives with kids on blogs in the early 2000s. Many eventually made some serious ad dollars too.

Why TikTok loves fast-casual restaurant Chili's

The company noticed TikTokers posting enthusiastically about its food and began partnering with creators on the platform. The videos include mukbangs, a South Korean trend in which users eat a massive amount of food, and #cheesepulls, where Chili's mozzarella sticks are stretched to their limits.

Explaining the rise in adult sports leagues

Community sports leagues shifted from publicly supported entities to privatized ones in the 1990s, as tech advances streamlined registration processes. Millennial interest drove significant growth in social sports leagues for adults, growing much faster than other kinds of sports. A few industry leaders have benefited from this shift.

How TikTok ate the internet

TikTok is now deeply integrated into American culture, thanks to the app’s powerful algorithm and focus on entertainment which have influenced popular trends and social media content consumption in the US. This immersive piece highlights TikTok’s role in helping shape everything from music to fashion and even politics in the US—while its connection to China has also drawn scrutiny and raised national security concerns.

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.

Some parents who began homeschooling their children during the COVID-19 pandemic said the experience convinced them it was more beneficial than traditional school.

Listen to a podcast episode that explains how the Chinese discount e-commerce retailer Temu became one of the most downloaded apps in the US.

TikTok's personalized algorithm activates the brain's reward system

A 2025 Washington Post study found that 75% of the TikTok users it studied nearly doubled their time spent on the app within a month. Experts in design and psychiatry say this is due to the app's interface and algorithm, which, after learning about the user's preferences, recommend videos more likely to activate that person's dopamine reward system than non-personalized suggestions.

Reels have strongly influenced NASCAR’s social media strategy

With viewership and attendance tanking from 2008 to 2018, NASCAR knew it needed better marketing to reach the next generation of fans, so it designed a new social media and content creation strategy. Using these new methods, it achieved 27% follower growth in three years.

Gen Z eats more Chipotle than other generations

The brand’s proficiency with social media and relatively low price point make Chipotle a favorite among younger diners. Individual assembly also makes it easy to cater to various diets.

The pandemic forged new FIRE followers

The FIRE movement gained steam during the pandemic, when some were inspired to clean financial house amid an environment of global economic uncertainty.

Pop culture sometimes changes the way people invest

After the "Barbie" movie premiered, the number of investors in Barbie parent company Mattel's stock grew more than six times larger on the investment platform Public, according to the platform's recent report. Other cultural trends have affected which stocks investors choose as well.

Robinhood's pivot from everyday investors to hyperactive traders

The platform was conceived as a hub for first-time investors looking to get into trading. After criticism in 2021, the company pivoted to focus on more regular, daily traders, among whom the company's CEO has now become a cult hero.

Doctors are prescribing social activities—and seeing good results

Physicians, especially in the UK, are asking patients what they enjoy and then prescribing a consistent regimen of doing that type of activity to improve fitness and overall health, including community exercise classes, volunteering, and spending time in nature. This approach may provide better incentives to stick with an activity.

Interest in the X Games is growing fast among younger teens

The 2025 X Games Salt Lake City delivered double-digit viewership growth—up 12% across ESPN platforms from 2024—with a 328% surge among 12- to 17-year-olds.

Social psychologist Jonathan Haidt, author of 'The Anxious Generation,' contends that children are losing the ability to pay attention as they spend half their lives perusing social media content designed to hook them.

A Netflix docuseries turned the sport into a national obsession

Throughout much of its history, Formula 1 racing was a European sport that failed to ever find a major audience in the US. That changed with "Drive to Survive," the Netflix docuseries that premiered in 2019. This analysis from two communications professors unpacks how the series has successfully presented the sport for an American audience and cultivated a dedicated fanbase in the process.

Understanding TikTok-owner ByteDance's business model

ByteDance has ridden TikTok's major success to become the world's most valuable startup. This deep dive showcases some of the company's smartest moves and tactics, and where it's headed next.

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.”