Peloton, the cult cycling-based fitness craze from the US, has arrived in London for a three-week immersive pop-up event. Innovation researchers Matilde Ricon Peres and Harriet Cox went along to Peloton House to give it a spin.
Following in the slipstream of the ultra-successful SoulCycle, Peloton has dominated the spinning class circle in the US recently, attracting a host of high end consumers and celebrity endorsements from the likes of David Beckham, Ellen DeGeneres and Leonardo DiCaprio.
Peloton – which was recently valued at more than $4 billion – is an at-home workout bicycle that lets you dial into classes remotely via an in-built touchscreen. Users can choose to stream classes from Peloton instructors live or pick a workout from an extensive catalogue of more than 10,000 recorded classes.
Ahead of the official UK launch, Peloton’s pop-up experience in Covent Garden invites UK consumers to trial and experience the brand before making the hefty investment of purchasing the static home bicycle, priced at £2,000.
Peloton House, located in what used to be a spa, is a light and airy space where members of staff greeted us warmly and checked us in. Divided into open-plan themed rooms, the space is designed so that each set up emulates a typical domestic environment that, of course, features a Peloton bike. Letting customers experience how the bike would look in its intended setting taps into the rationale of a trend thoroughly explored here at GDR, Trial by Living.
Appealing to time poor-individuals, Peloton provides both an energetic and effective workout and a sense of connection with other spin enthusiasts. Instructors address the camera directly giving a feeling of intimacy in order to motivate users who could feel disconnected. The bikes’ screens also feature a message board where competitive users can monitor other participants’ performances and send digital high fives and messages of encouragement.
Know your audience
There is a nice design touch at the entrance of the studio that highlights the brand’s awareness of the importance of social media engagement. A stencilled icon of a camera on the floor alerts customers to the right place to stand to capture the perfect Instagram shot – with the Peloton letters on each room appearing when in perspective.
Evoking the high-end proposition of the brand, after visitors have tried the energetic workout, there are showers and changing rooms stocked with quality beauty products and a refuel bar serving cold pressed juices alongside a comfortable seating area.
“Peloton is more than just a class, a cycling studio or a bike, and we look forward to showcasing that at Peloton House” said international managing director, Kevin Cornils. “By bringing a fully engaging and immersive experience to Covent Garden, we hope to set the bar for Peloton’s future here in the UK.”
The overall experience left us with a good idea of what it’s like to be a member of the Peloton community and we were certainly sold. The staff were lovely and the juices extremely welcome after a high intensity workout.
The space currently being used for the pop-up will be transformed into the Peloton Studio in 2019, where classes will be recorded and livestreamed for its members.
The Peloton House is located at 11 Floral Street in London, from September 25 until October 13.