Posts tagged with "Peloton"

Pedal pusher: ‘Peloton husband’ gives real-life girlfriend an exercise bike for Christmas

December 30, 2019

Some people just love “feeling the burn”—even if that extends beyond muscles to public opinion. In fact, the much-maligned Peloton Husband featured in the company’s polarizing holiday commercial isn’t back-pedaling on his choice of gift, according to a report by The Chicago Tribune/TNS.

After he was skewered for inflicting the Peloton bike on his reluctant-seeming “wife” in the viral ad—which attracted widespread criticism for being sexist and culturally insensitive—on Christmas Day, he gave his real-life girlfriend one of the exercise bikes.

“Here’s hoping this goes over better the second time. … Merry Christmas to my actual girlfriend (pls don’t leave me),” actor Sean Hunter, a.k.a. @pelotonhusband, wrote Wednesdaym, December 25, on Instagram—sharing a picture of himself and his girlfriend posing with the pricey bike.

The Vancouver, Canada-based elementary school teacher defended himself in Psychology Today when the ad went viral and he and his costar, Monica Ruiz, were roasted on social media.

“I couldn’t believe what I was seeing. My five seconds of air time created an array of malicious feedback that is all associated with my face. My friend texted me today declaring that I’m ‘a symbol of the patriarchy,'” Hunter said. “As my face continues to be screen shot online, I wonder what repercussions will come back to me.”

Only some of that criticism cycled back after his Christmas Day reveal, with feedback calling out the real-life gift as a Peloton-backed publicity stunt and others praising his levity for bringing the narrative full circle.

Although Peloton defended the “The Gift That Gives Back” spot as a way “to celebrate that fitness and wellness journey,” the company said it was “disappointed in how some have misinterpreted this commercial.”

On Thursday, however, it endorsed Hunter’s gifting idea, commenting on his post, “Looks like a successful Christmas gift to us! We hope you love it, and we’re so glad you’re a part of the Peloton family!”

Meanwhile, Ruiz blamed her brief but nervous smile in the ad for kick-starting the controversy earlier this month. “I think it was my fault. My eyebrows looked worried, I guess?” Ruiz said on the “Today” show.  “People were like, ‘She looks scared!'” she said, laughing. “I’m telling you, it was my face. That was the problem. And it just exploded from there.”

Ruiz fared a little better than her costar did amid the backlash. The actress was commissioned by Ryan Reynolds’ Aviation Gin company for a follow-up ad spoofing her Peloton appearance and has landed a gig on CBS’ daytime drama  The Bold and the Beautiful.

Research contact: @chicagotribune

Equinox to go up against Peleton and Mirror for streaming fitness supremacy

August 16, 2019

Earlier this month, Stephen Ross, the billionaire owner of the popular fitness brands, Equinox, SoulCycle, Precision Run, and Blink Fitness, sparked outrage and calls for a boycott of his businesses when he hosted a fundraiser for President Donald Trump in the fashionable Hamptons area of Long Island, New York.

But that hasn’t slowed down his push into the fitness category. In fact, Ross now has announced his intentions to take on Peloton, the New York City-based exercise equipment and media company that has revolutionized the home biking experience—connecting users to live and on-demand streaming on-screen classes across a variety of devices for $39 per month.

According to a report by Fast Company, Ross’s new digital venture will include two separate pieces of hardware and personalized content representing Ross’s portfolio of brands.

Slated for launch this fall, the platform will pair with a new stationary bike identical to the one found in SoulCycle studios—with the addition of an attached screen. Equinox also will sell its proprietary Woodway treadmill, which can already be found at its Precision Run studios.

The new digital venture (which has not yet been named, Fast Company says) will include all the brands’ signature workouts—led by top instructors—in one network. It is not meant to replace the live studio experience, rather to serve as an addition for dedicated members who want an at-home offering.

The new digital venture puts Equinox in direct competition with Peloton, which also boasts both treadmill and stationary bikes along with a broad range of fitness content. Last year, Peloton opened a new production studio dedicated to yoga and meditation in New York City. The streaming giant is now valued at more than $4 billion.

Peloton stands out in the $14 billion home fitness equipment market, but it’s becoming an increasingly crowded space: Fast Company notes the long list of competitive startups—among them,  Mirror (personal training, yoga), Crew (rowing), and Tonal (weight lifting) ; all of which are attempting to do what Peloton did for the indoor bike.

While approximately 16% of the U.S. population holds a gym membership card, a recent survey found that 54% of Americans who work out at least once a month are interested in buying an at-home fitness system.

Over the last few years, Equinox members increasingly have demanded more ways to interact with the brand on their own schedule. Around 86% of them would like to spend more time with the brand than they get to, according to a recent survey of SoulCycle riders.

The new platform will integrate live and recorded original video and audio content–and will start with an invitation-only launch in the fall, with the at-home equipment available for purchase by the winter. A more public rollout is set for early 2020.

Research contact: @Equinox_Service