Peloton has announced a complete overhaul of its portfolio which will see it introducing an all-new Cross Training Series designed to maximise the benefits of both cardio and strength workouts.
In synchronised briefings in London and New York, the connected fitness company also debuted Peloton IQ, an AI and computer vision system retooled from the Peloton Guide to deliver real-time personal coaching, as well as a suite of upgrades and partnerships.
Marking the first major announcement under new CEO Peter Stern, these included integrations with third party wearables such as Garmin Connect and a co-created content series with Halle Berry's Respin Health, which supports women through the menopause.
Despite a 6 per cent year-on-year reduction in connected product revenue for Q4 FY2025, the rollout suggests Peloton is doubling down on hardware and banking on continuing to grow its paid connected fitness subscription revenues, which saw a 4 per cent increase in FY2025.
"This is the start of a new chapter for Peloton," said CEO Peter Stern. "We're doubling the value of our hardware with the Cross Training Series by delivering world-class cardio and strength in a single machine.
"With Peloton IQ, we're introducing a new level of intelligent personalisation to become the ultimate partner in our members' wellness journeys. This is more than an upgrade; it's a relaunch."
Amanda Gilmore, Peloton’s UK general manager, told HCM the sweeping changes signify the new hierarchy's commitment to deliver what its members "want and need".
"When Peter started in January he made it really clear that our mission is to empower people to live fit, strong, long and happy, and to do that we believe that that magic formula comes with the combination of hardware, software and human coaching," she said.
"On their own each can exist but it's the combination of the three that we believe is important to our members and will continue to be important for lots of new people as well."
Representing the greatest shake-up of Peloton's product portfolio since it launched, the Cross Training Series includes five connected devices: the Cross Training Bike, Bike+, Tread, Tread+ and Row+ (the Tread+ and Row+ are available in the US and Canada only).
Each device features an upgraded Swivel Screen, enabling members to transition seamlessly from cardio to floor-based strength, yoga, Pilates and barre workouts.
The plus line includes a built-in movement tracking camera, providing personalised rep tracking, form feedback and recommended weight suggestions.
Additional member-requested upgrades include hands-free voice command controls, a mounted three-speed fan and speakers tuned by Sonos.
Peloton IQ is available immediately across all connected devices, including original (via a software update) and new models. "The hero takeaway [from these announcements] is Peloton IQ," said Gilmore.
"The AI-computer vision system is something members have been asking for and we're super excited about. It brings together all of these unique data sources that people are using more and more, like wearables, and brings it all into one personalised plan."
Chief Product Officer Nick Caldwell added that pairing Peloton IQ with the Cross Training Series would deliver a "more advanced take on AI personal coaching" than is currently offered by "generic" alternatives.
"Our advantage is pairing intelligent software with premium hardware," he said. "We combine a deep understanding of your workout history and wearable data with your real-time performance and your form to give you the guidance you need to meet your goals."
This week Peloton also shared that it would be increasing subscription costs for the first time since entering the UK market in October 2018.
All-Access Membership has risen from £39 to £45 per month and App+ Membership from £24 to £28.99, while the Cross Training Bike will retail at £1,599, the Bike+ powered by Peloton IQ at £2,299 and the Cross Training Tread at £3,499.
Commenting on the price changes, Gilmore said: "It's the first time we've increased [our prices] since we launched in the UK nearly seven years ago. In that time we've added so many modalities, different instructors, different content offerings and the software has changed so much.
"We feel really good about the fact we're providing tons of value to our members and we'll continue to add to it as well," she continued, pointing to the partnership with Halle Berry’s Respin Health.
This collaboration will see Peloton co-create an eight-week programme of classes to support members through menopause.
A similar arrangement with the Hospital for Special Surgery (HSS) will see programs tailored for injury prevention and recovery, and further holistic integrations are expected following the acquisition of wellness app Breathwrk.
Hinting at further partnerships and hardware upgrades, Gilmore added: "[These launches] are a great way to show to our members and the market that we're restarting the innovation engine. This is just the first step of many."
The changes come as Peloton works to broaden its remit.
Speaking at the launch of FY2025 results on 7 August, Stern said: “A profound shift is underway in how we define a life well-lived. The ultimate goal is no longer just a long lifespan, but a healthier, more fulfilling one–referred to as ‘healthspan’.
“People are taking control of their health and wellness like never before and they’re looking for a trusted partner to help them on that journey.
“Peloton was built for this moment. Our combination of premium hardware, intuitive software, world-class Instructors and a deeply engaged community is unmatched.
“In our next chapter, we will build on our leadership in cardio to support our members’ entire wellness journey, accelerating our progress in strength and mobility and exploring new frontiers in mental wellbeing, sleep and recovery, nutrition and hydration.
And with Peloton, these will not simply be means to an end–they will be joyful ends unto themselves,” he said.
Peloton Prices
Cross Training Bike £1,599 + £45/month All Access Membership Cross Training Bike+ Powered by Peloton IQ - £2,299 + £45/month All Access Membership
Cross Training Tread retails at £3,499 + £45/month All Access Membership
