Peloton
Peloton Interactive, Inc. is a wellness technology company specializing in connected exercise equipment and subscription-based fitness content. Headquartered in New York City, the company operates in the fitness and wellness industry and is best known for its internet-connected stationary bikes, treadmills, and fitness app. As of 2025, Peloton has a significant presence in North America and Europe, with a business model heavily reliant on subscription services.
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| Basic information | |
|---|---|
| Founded | 2012 |
| Type | Public |
| Industry | Exercise Equipment |
| Official website | https://onepelton.com/ |
Peloton has faced significant criticism for policies perceived as undermining consumer rights, particularly through restrictive practices that challenge traditional notions of product ownership and resale rights.
Incidents
- 2024 Peloton Used Equipment Activation Fee: The introduction of a fee for activating second-hand devices was criticized for undermining the First Sale Doctrine and restricting ownership rights.
- 2021 Peloton Removes Just Run Feature: Following multiple injuries and a fatality, Peloton introduced a new feature called Tread Lock as part of a safety recall, which required users to enter a passcode to secure their treadmills but also restricted access to the "Just Run" feature for non-subscribers
Broader Implications
Peloton’s policies reflect a larger trend in consumer markets where companies leverage digital connectivity to maintain post-sale control:
- Erosion of Ownership: Practices such as activation fees and subscription locks limit consumer autonomy over purchased products.
- Precedent for Other Industries: Peloton’s approach sets a concerning precedent for post-sale control, with parallels in other industries.
- Consumer Rights in the Digital Age: The rise of devices reliant on cloud subscription services raises questions about consumer protection.