Seven years after launching as a stationary bike company
that allowed subscribers to live-stream digital cycling
classes, Peloton has morphed into a $700-million-a-year-
in-revenue ftness powerhouse that produces hundreds
of hours of videos for a community that includes run-
ners, yogis, and more. “We are a content creation shop at
this point,” says cofounder and CEO John Foley. In 2018,
Peloton debuted its Tread machine, along with a second
studio in New York City, where it now flms boot-camp,
yoga, running, and even guided-meditation classes led
by instructors whom fans have turned into stars. Last
year, the company also introduced a $19.49-a-month
digital subscription (no hardware purchase neces-
sary) that includes access to more than 20 live classes
daily, with an additional 10,000 available on demand.
The key, according to Foley, is that “they’re real classes.
You’re part of the experience.” They’re so interactive that
a user logging in to a yoga class
from her home in L.A. may get
a shout-out from the instructor
in New York. A London studio is
now in the works, and a 35,000-
square-foot mega studio in Man-
hattan will open in late 2019.
50 MOST INNOVATIVE COMPANIES
leads a live boot-camp class at
Village studio in
New York City.