Peloton removes Just Run feature

Peloton, a wellness technology company, faced widespread criticism after removing the "Just Run" feature from its Tread and Tread+ treadmills, making it accessible only through a paid subscription. This change, implemented in reaction to safety concerns, sparked debate over consumer rights and digital locks. The incident highlights broader issues surrounding corporate control over purchased products and the use of safety measures as a justification for subscription models.

This issue was resolved when Peloton restored the feature in August 2021, following public backlash.

Background

Peloton sells high-end fitness equipment, which combines hardware with digital fitness programs offered through a subscription service. The Tread+ treadmill, priced at over $4,000, and the Tread treadmill, marketed as premium exercise machines, had previously allowed customers to use basic treadmill functions, including the "Just Run" feature, without a subscription.

In May 2021, following reports of injuries to children, Peloton issued a voluntary recall of its Tread+ and Tread models in collaboration with the US Consumer Product Safety Commission (CPSC). To address safety concerns, Peloton introduced a new feature, Tread Lock, which required users to enter a passcode to prevent unauthorized access. However, this change also removed access to "Just Run" for non-subscribers, effectively locking users out of basic functionality unless they paid a $39 monthly fee.

The incident

In June 2021, Peloton rolled out a software update that effectively disabled the "Just Run" feature for users without an active subscription. The company claimed the change was necessary to integrate Tread Lock, enhancing safety. However, this decision rendered the treadmills unusable for basic functionality unless customers subscribed to Peloton's fitness content.

The situation escalated when customers like Jennifer Strong, a Tread+ owner, publicly shared their frustrations. Strong, who purchased her treadmill in 2019, stopped using Peloton's subscription-based content but continued to rely on the free "Just Run" feature. After the update, she discovered she could no longer use her treadmill without paying for a membership.

Access to Just Run for non-subscribers was restored in August 2021. Peloton maintained throughout that the removal of "Just Run" for non-subscribers was an unavoidable consequence of enabling Tread Lock, rather than a business decision.

Wider reaction

Regulators and government bodies

The CPSC, which had overseen the voluntary recall of Tread+ and Tread, did not directly address the subscription controversy but maintained its focus on safety-related concerns.

Public and media

The removal of "Just Run" led to widespread public backlash, with customers accusing Peloton of unethical practices. The situation was likened to "ransomware," arguing that basic functionality of a purchased product should not be tied to ongoing payments. The outcry pressured Peloton to restore the feature in August 2021 through a software update.

The incident generated significant media coverage and public debate. Social media users expressed outrage, with many accusing Peloton of exploiting safety measures to enforce a subscription model.

See Also

• Subscription model
• Digital lock