Peloton, keep in your lane

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The digicam zooms in on two well-formed cheeks clad in white shorts. These buns of metal belong to at least one Hudson Williams, star of the steamy hockey romance Heated Rivalry. Because the digicam pans up, a bead of sweat drips down his chin towards his clavicle. Sweaty abs are proven. The music swells. Hollywood’s mega-hunk of the second is swaying his chiseled visage backwards and forwards, semi-gyrating on… a Peloton treadmill. A $6,695 Tread Plus, to be precise.

Cue a cool dance sequence set to David Bowie’s “Fame,” the place Williams begins dumbbell squatting with standard Peloton teacher Tunde Oyeneyin. The digicam lingers as Williams planks, shadow containers, pumps iron, runs on the treadmill, and oozes the easy allure of that man she instructed you to not fear about.

Aw yeah. Veteran Peloton observers know what this implies. New movie star ambassador business? A rebrand is underway, child.

It may appear bizarre to learn Peloton’s tea leaves in a sexy business. However I’d argue that viral Peloton commercials are inclined to bookend particular eras within the firm’s historical past. 4 years in the past, earlier CEO Barry McCarthy tried to shift the corporate’s focus away from costly {hardware} towards subscriptions. For that period, the corporate put out an advert starring the surprisingly buff Christopher Meloni extolling the virtues of the app whereas understanding… within the buff.

Likewise, take that notorious vacation business. It was tone-deaf in 2019 to see a husband reward a spouse an train bike, however the business itself mentioned so much about how Peloton considered itself — an organization for internet-savvy, younger, prosperous individuals who’d view a premium train bike as a standing image of their good West Elm properties. What adopted was Peloton’s pandemic-fueled fever dream, a wild, bumpy trip of skyrocketing demand, enterprise gaffes, remembers, and doubtful product placements culminating in Mr. Huge dying on his Peloton within the premiere of And Simply Like That…. Once more, that was adopted by a cheeky Peloton business starring Chris Noth, the actor who portrays Mr. Huge. That 2021 marketing campaign ended up backfiring, as Noth was subsequently canceled over sexual harassment claims. Weeks later, Peloton’s bombastic CEO John Foley stepped down.

Provided that historical past, it’s price noting that within the newest Williams business, a Peloton Bike is nowhere to be seen. Williams is as a substitute doing a number of sorts of exercises, and crucially, he’s not in a well-furnished dwelling. He’s in a spacious health club.

Beat for beat, this all corresponds to the enterprise machinations of Peloton’s third CEO, Peter Stern, a former Ford government and one of many cofounders behind Apple Health Plus. Stern’s arrival has include a sweeping {hardware} refresh that elevated charges and launched AI — or Peloton IQ, as they name it — to the Peloton platform. (Plus two layoffs, though at this level, I’ve misplaced rely of what number of layoffs Peloton’s had.) In earnings calls, Stern has additionally said he now not views Peloton as a health firm. It’s a wellness firm now, and in his phrases, meaning increasing into “power, stress administration, sleep, and vitamin.” A current Bloomberg report posits that Peloton IQ could play a much bigger position within the platform past power coaching, using wearable information to counsel personalised plans. It additionally notes that Stern plans to enchantment to GLP-1 customers “in search of extra health choices,” to take Peloton past the house by partnering with gyms and way of life manufacturers, and to prioritize treadmills — not bikes — going ahead.

Coincidence? I feel not.

<img alt="The new Peloton IQ features are okay, but AI was never a thing Peloton truly needed." data-chromatic="ignore" loading="lazy" decoding="async" data-nimg="fill" class="x271pn0" style="position:absolute;height:100%;width:100%;left:0;top:0;right:0;bottom:0;color:transparent;background-size:cover;background-position:50% 50%;background-repeat:no-repeat;background-image:url("data:image/svg+xml;charset=utf-8,%3Csvg xmlns='http://www.w3.org/2000/svg' %3E%3Cfilter id='b' color-interpolation-filters='sRGB'%3E%3CfeGaussianBlur stdDeviation='20'/%3E%3CfeColorMatrix values='1 0 0 0 0 0 1 0 0 0 0 0 1 0 0 0 0 0 100 -1' result='s'/%3E%3CfeFlood x='0' y='0' width='100%25' height='100%25'/%3E%3CfeComposite operator='out' in='s'/%3E%3CfeComposite in2='SourceGraphic'/%3E%3CfeGaussianBlur stdDeviation='20'/%3E%3C/filter%3E%3Cimage width='100%25' height='100%25' x='0' y='0' preserveAspectRatio='none' style='filter: url(%23b);' href='data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAAEAAAABCAQAAAC1HAwCAAAAC0lEQVR42mN8+R8AAtcB6oaHtZcAAAAASUVORK5CYII='/%3E%3C/svg%3E")" sizes="(max-width: 639px) 100vw, (max-width: 1023px) 50vw, 700px" srcset="https://platform.theverge.com/wp-content/uploads/sites/2/2026/04/258213_Peloton_Cross_Training_AKrales_0096.jpg?quality=90&strip=all&crop=0%2C0%2C100%2C100&w=256 256w, https://platform.theverge.com/wp-content/uploads/sites/2/2026/04/258213_Peloton_Cross_Training_AKrales_0096.jpg?quality=90&strip=all&crop=0%2C0%2C100%2C100&w=376 376w, https://platform.theverge.com/wp-content/uploads/sites/2/2026/04/258213_Peloton_Cross_Training_AKrales_0096.jpg?quality=90&strip=all&crop=0%2C0%2C100%2C100&w=384 384w, https://platform.theverge.com/wp-content/uploads/sites/2/2026/04/258213_Peloton_Cross_Training_AKrales_0096.jpg?quality=90&strip=all&crop=0%2C0%2C100%2C100&w=415 415w, https://platform.theverge.com/wp-content/uploads/sites/2/2026/04/258213_Peloton_Cross_Training_AKrales_0096.jpg?quality=90&strip=all&crop=0%2C0%2C100%2C100&w=480 480w, https://platform.theverge.com/wp-content/uploads/sites/2/2026/04/258213_Peloton_Cross_Training_AKrales_0096.jpg?quality=90&strip=all&crop=0%2C0%2C100%2C100&w=540 540w, https://platform.theverge.com/wp-content/uploads/sites/2/2026/04/258213_Peloton_Cross_Training_AKrales_0096.jpg?quality=90&strip=all&crop=0%2C0%2C100%2C100&w=640 640w, https://platform.theverge.com/wp-content/uploads/sites/2/2026/04/258213_Peloton_Cross_Training_AKrales_0096.jpg?quality=90&strip=all&crop=0%2C0%2C100%2C100&w=750 750w, https://platform.theverge.com/wp-content/uploads/sites/2/2026/04/258213_Peloton_Cross_Training_AKrales_0096.jpg?quality=90&strip=all&crop=0%2C0%2C100%2C100&w=828 828w, https://platform.theverge.com/wp-content/uploads/sites/2/2026/04/258213_Peloton_Cross_Training_AKrales_0096.jpg?quality=90&strip=all&crop=0%2C0%2C100%2C100&w=1080 1080w, https://platform.theverge.com/wp-content/uploads/sites/2/2026/04/258213_Peloton_Cross_Training_AKrales_0096.jpg?quality=90&strip=all&crop=0%2C0%2C100%2C100&w=1200 1200w, https://platform.theverge.com/wp-content/uploads/sites/2/2026/04/258213_Peloton_Cross_Training_AKrales_0096.jpg?quality=90&strip=all&crop=0%2C0%2C100%2C100&w=1440 1440w, https://platform.theverge.com/wp-content/uploads/sites/2/2026/04/258213_Peloton_Cross_Training_AKrales_0096.jpg?quality=90&strip=all&crop=0%2C0%2C100%2C100&w=1920 1920w, https://platform.theverge.com/wp-content/uploads/sites/2/2026/04/258213_Peloton_Cross_Training_AKrales_0096.jpg?quality=90&strip=all&crop=0%2C0%2C100%2C100&w=2048 2048w, https://platform.theverge.com/wp-content/uploads/sites/2/2026/04/258213_Peloton_Cross_Training_AKrales_0096.jpg?quality=90&strip=all&crop=0%2C0%2C100%2C100&w=2400 2400w" src="https://platform.theverge.com/wp-content/uploads/sites/2/2026/04/258213_Peloton_Cross_Training_AKrales_0096.jpg?quality=90&strip=all&crop=0%2C0%2C100%2C100&w=2400"/> The brand new Peloton IQ options are okay, however AI was by no means a factor Peloton actually wanted.

I used to joke that Peloton was the corporate most certainly to ship me to an early grave. From 2020 to 2023, it felt like there was a brand new Peloton debacle each few weeks. Each time information dropped, my blood stress spiked as I puzzled over how the corporate may hold taking pictures itself within the foot when it had such a stable product and a ridiculously loyal fan base. Issues have calmed down fairly a bit since then, however the battle to make Peloton thrive persists.

The Peloton Paradox is one I’ve been mulling over for the final three months whereas testing the brand new Cross Coaching sequence’ Bike Plus. On the one hand, not a lot has modified in regards to the product. The “cushier” bike seat nonetheless hurts my butt on longer rides. The instructors are nonetheless inhumanely peppy. I like the brand new cellphone stand, and the built-in fan is much more helpful. There’s a digicam now for once I do power coaching exercises; generally it counts my reps correctly, and generally doesn’t. I’ve tried AI-generating a number of power applications, and it may be useful at instances. However for all of the hoopla round Peloton IQ, the factor I’ve appreciated most is a tiny indicator above new exercises that tells me whether or not it’s more durable, the identical, or simpler than what I usually do.

This structural malaise isn’t distinctive to Peloton. I wrote about it in final week’s Optimizer, however there’s an inclination nowadays for well being tech corporations (if that’s what Peloton is now) to glom onto overarching wellness traits to tell their newest options and merchandise. There’s nothing incorrect with finding out traits, particularly if it aligns together with your core enterprise. The hazard is while you fall right into a spiraling hype cycle by which the product you began with turns into more and more unrecognizable in a number of quick years.

<img alt="This generates workouts quickly, but oftentimes I have to tweak it to suit my current state." data-chromatic="ignore" loading="lazy" decoding="async" data-nimg="fill" class="x271pn0" style="position:absolute;height:100%;width:100%;left:0;top:0;right:0;bottom:0;color:transparent;background-size:cover;background-position:50% 50%;background-repeat:no-repeat;background-image:url("data:image/svg+xml;charset=utf-8,%3Csvg xmlns='http://www.w3.org/2000/svg' %3E%3Cfilter id='b' color-interpolation-filters='sRGB'%3E%3CfeGaussianBlur stdDeviation='20'/%3E%3CfeColorMatrix values='1 0 0 0 0 0 1 0 0 0 0 0 1 0 0 0 0 0 100 -1' result='s'/%3E%3CfeFlood x='0' y='0' width='100%25' height='100%25'/%3E%3CfeComposite operator='out' in='s'/%3E%3CfeComposite in2='SourceGraphic'/%3E%3CfeGaussianBlur stdDeviation='20'/%3E%3C/filter%3E%3Cimage width='100%25' height='100%25' x='0' y='0' preserveAspectRatio='none' style='filter: url(%23b);' href='data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAAEAAAABCAQAAAC1HAwCAAAAC0lEQVR42mN8+R8AAtcB6oaHtZcAAAAASUVORK5CYII='/%3E%3C/svg%3E")" sizes="(max-width: 639px) 100vw, (max-width: 1023px) 50vw, 700px" srcset="https://platform.theverge.com/wp-content/uploads/sites/2/2026/04/258213_Peloton_Cross_Training_AKrales_0077.jpg?quality=90&strip=all&crop=0%2C0%2C100%2C100&w=256 256w, https://platform.theverge.com/wp-content/uploads/sites/2/2026/04/258213_Peloton_Cross_Training_AKrales_0077.jpg?quality=90&strip=all&crop=0%2C0%2C100%2C100&w=376 376w, https://platform.theverge.com/wp-content/uploads/sites/2/2026/04/258213_Peloton_Cross_Training_AKrales_0077.jpg?quality=90&strip=all&crop=0%2C0%2C100%2C100&w=384 384w, https://platform.theverge.com/wp-content/uploads/sites/2/2026/04/258213_Peloton_Cross_Training_AKrales_0077.jpg?quality=90&strip=all&crop=0%2C0%2C100%2C100&w=415 415w, https://platform.theverge.com/wp-content/uploads/sites/2/2026/04/258213_Peloton_Cross_Training_AKrales_0077.jpg?quality=90&strip=all&crop=0%2C0%2C100%2C100&w=480 480w, https://platform.theverge.com/wp-content/uploads/sites/2/2026/04/258213_Peloton_Cross_Training_AKrales_0077.jpg?quality=90&strip=all&crop=0%2C0%2C100%2C100&w=540 540w, https://platform.theverge.com/wp-content/uploads/sites/2/2026/04/258213_Peloton_Cross_Training_AKrales_0077.jpg?quality=90&strip=all&crop=0%2C0%2C100%2C100&w=640 640w, https://platform.theverge.com/wp-content/uploads/sites/2/2026/04/258213_Peloton_Cross_Training_AKrales_0077.jpg?quality=90&strip=all&crop=0%2C0%2C100%2C100&w=750 750w, https://platform.theverge.com/wp-content/uploads/sites/2/2026/04/258213_Peloton_Cross_Training_AKrales_0077.jpg?quality=90&strip=all&crop=0%2C0%2C100%2C100&w=828 828w, https://platform.theverge.com/wp-content/uploads/sites/2/2026/04/258213_Peloton_Cross_Training_AKrales_0077.jpg?quality=90&strip=all&crop=0%2C0%2C100%2C100&w=1080 1080w, https://platform.theverge.com/wp-content/uploads/sites/2/2026/04/258213_Peloton_Cross_Training_AKrales_0077.jpg?quality=90&strip=all&crop=0%2C0%2C100%2C100&w=1200 1200w, https://platform.theverge.com/wp-content/uploads/sites/2/2026/04/258213_Peloton_Cross_Training_AKrales_0077.jpg?quality=90&strip=all&crop=0%2C0%2C100%2C100&w=1440 1440w, https://platform.theverge.com/wp-content/uploads/sites/2/2026/04/258213_Peloton_Cross_Training_AKrales_0077.jpg?quality=90&strip=all&crop=0%2C0%2C100%2C100&w=1920 1920w, https://platform.theverge.com/wp-content/uploads/sites/2/2026/04/258213_Peloton_Cross_Training_AKrales_0077.jpg?quality=90&strip=all&crop=0%2C0%2C100%2C100&w=2048 2048w, https://platform.theverge.com/wp-content/uploads/sites/2/2026/04/258213_Peloton_Cross_Training_AKrales_0077.jpg?quality=90&strip=all&crop=0%2C0%2C100%2C100&w=2400 2400w" src="https://platform.theverge.com/wp-content/uploads/sites/2/2026/04/258213_Peloton_Cross_Training_AKrales_0077.jpg?quality=90&strip=all&crop=0%2C0%2C100%2C100&w=2400"/> This generates exercises rapidly, however oftentimes I've to tweak it to swimsuit my present state.

Regardless of all its turmoil, Peloton has to this point, at its core, remained the identical. However I’ll admit, a few of my expertise testing the Cross Coaching Bike Plus, mixed with the tidbits from the Bloomberg article, made my eye twitch.

For one, I’ve been prescribed a GLP-1 as a part of a therapy plan for my metabolic dysfunction-associated steatotic liver illness that I reported on in my current CGM function. On paper, Bloomberg’s assertion that Peloton is keen to focus on GLP-1 customers makes absolute sense. That market is booming, so everybody in wellness and health adjoining industries is doing it — together with viral gummy bears. Power coaching is vastly vital for GLP-1 customers, because the extended urge for food suppression can contribute to muscle loss. Advertising and marketing your self as a straightforward technique to decide up power coaching within the consolation of your individual dwelling is sensible, as gyms could be extremely intimidating. I, for one, don’t like competing for weights or gear.

However I’m extremely suspicious in regards to the actuality of “personalised” plans constructed with wearable information and AI. In all my testing so far, I’ve but to see an AI-wearable combo that's truly capable of personalize a platform to my particular wants.

Let me be crystal clear: It’s been doo-doo dogshit. AI teaching? Horrible for accountability as a result of they’re so simply bullied. AI vitamin options? Can’t inform once I’ve made wholesome swaps, they usually make logging so tedious I’d reasonably simply not eat. (Which is counterproductive!) AI exercise insights? Regurgitated e-book studies of issues I already know. Peloton has but to include all these options, however these are the areas that Stern himself has indicated the corporate is subsequent. As for what's presently out there, the Peloton IQ instructorless, absolutely AI-generated power plans are fast to create, however typically fall in need of what I would like and what my present well being permits. I typically find yourself having to swap out a number of actions, main me to surprise why I didn’t simply write my very own program or take a category to start with.

For me, true health personalization could be the power to say, “Hey, I not too long ago began these drugs and skilled XYZ uncomfortable side effects. I concern that what I’ve misplaced is muscle mass. My final objective is to get again to operating no less than a 5K. Previously, I educated for half-marathons, however now I get nauseous after a mile of walk-running. I used to work out 5 to 6 days per week, with a mixture of endurance operating and power. Now I stroll day by day, and attempt to power practice no less than as soon as per week, power permitting. Right here’s my wearable information, in which you'll be able to see all of the methods my cardiovascular health has worsened and my sleep is closely disrupted. So actually, what’s a sensible, sustainable, and adaptable four-week plan for me, given my new drugs have made me food-averse to animal protein, chronically dehydrated, and liable to dizzy spells?” and get a plan.

<img alt="I’m fine with rep counting and form feedback. But I’m increasingly skeptical that AI can ever fully personalize a health or fitness plan to your specific needs." data-chromatic="ignore" loading="lazy" decoding="async" data-nimg="fill" class="x271pn0" style="position:absolute;height:100%;width:100%;left:0;top:0;right:0;bottom:0;color:transparent;background-size:cover;background-position:50% 50%;background-repeat:no-repeat;background-image:url("data:image/svg+xml;charset=utf-8,%3Csvg xmlns='http://www.w3.org/2000/svg' %3E%3Cfilter id='b' color-interpolation-filters='sRGB'%3E%3CfeGaussianBlur stdDeviation='20'/%3E%3CfeColorMatrix values='1 0 0 0 0 0 1 0 0 0 0 0 1 0 0 0 0 0 100 -1' result='s'/%3E%3CfeFlood x='0' y='0' width='100%25' height='100%25'/%3E%3CfeComposite operator='out' in='s'/%3E%3CfeComposite in2='SourceGraphic'/%3E%3CfeGaussianBlur stdDeviation='20'/%3E%3C/filter%3E%3Cimage width='100%25' height='100%25' x='0' y='0' preserveAspectRatio='none' style='filter: url(%23b);' href='data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAAEAAAABCAQAAAC1HAwCAAAAC0lEQVR42mN8+R8AAtcB6oaHtZcAAAAASUVORK5CYII='/%3E%3C/svg%3E")" sizes="(max-width: 639px) 100vw, (max-width: 1023px) 50vw, 700px" srcset="https://platform.theverge.com/wp-content/uploads/sites/2/2026/04/258213_Peloton_Cross_Training_AKrales_0104.jpg?quality=90&strip=all&crop=0%2C0%2C100%2C100&w=256 256w, https://platform.theverge.com/wp-content/uploads/sites/2/2026/04/258213_Peloton_Cross_Training_AKrales_0104.jpg?quality=90&strip=all&crop=0%2C0%2C100%2C100&w=376 376w, https://platform.theverge.com/wp-content/uploads/sites/2/2026/04/258213_Peloton_Cross_Training_AKrales_0104.jpg?quality=90&strip=all&crop=0%2C0%2C100%2C100&w=384 384w, https://platform.theverge.com/wp-content/uploads/sites/2/2026/04/258213_Peloton_Cross_Training_AKrales_0104.jpg?quality=90&strip=all&crop=0%2C0%2C100%2C100&w=415 415w, https://platform.theverge.com/wp-content/uploads/sites/2/2026/04/258213_Peloton_Cross_Training_AKrales_0104.jpg?quality=90&strip=all&crop=0%2C0%2C100%2C100&w=480 480w, https://platform.theverge.com/wp-content/uploads/sites/2/2026/04/258213_Peloton_Cross_Training_AKrales_0104.jpg?quality=90&strip=all&crop=0%2C0%2C100%2C100&w=540 540w, https://platform.theverge.com/wp-content/uploads/sites/2/2026/04/258213_Peloton_Cross_Training_AKrales_0104.jpg?quality=90&strip=all&crop=0%2C0%2C100%2C100&w=640 640w, https://platform.theverge.com/wp-content/uploads/sites/2/2026/04/258213_Peloton_Cross_Training_AKrales_0104.jpg?quality=90&strip=all&crop=0%2C0%2C100%2C100&w=750 750w, https://platform.theverge.com/wp-content/uploads/sites/2/2026/04/258213_Peloton_Cross_Training_AKrales_0104.jpg?quality=90&strip=all&crop=0%2C0%2C100%2C100&w=828 828w, https://platform.theverge.com/wp-content/uploads/sites/2/2026/04/258213_Peloton_Cross_Training_AKrales_0104.jpg?quality=90&strip=all&crop=0%2C0%2C100%2C100&w=1080 1080w, https://platform.theverge.com/wp-content/uploads/sites/2/2026/04/258213_Peloton_Cross_Training_AKrales_0104.jpg?quality=90&strip=all&crop=0%2C0%2C100%2C100&w=1200 1200w, https://platform.theverge.com/wp-content/uploads/sites/2/2026/04/258213_Peloton_Cross_Training_AKrales_0104.jpg?quality=90&strip=all&crop=0%2C0%2C100%2C100&w=1440 1440w, https://platform.theverge.com/wp-content/uploads/sites/2/2026/04/258213_Peloton_Cross_Training_AKrales_0104.jpg?quality=90&strip=all&crop=0%2C0%2C100%2C100&w=1920 1920w, https://platform.theverge.com/wp-content/uploads/sites/2/2026/04/258213_Peloton_Cross_Training_AKrales_0104.jpg?quality=90&strip=all&crop=0%2C0%2C100%2C100&w=2048 2048w, https://platform.theverge.com/wp-content/uploads/sites/2/2026/04/258213_Peloton_Cross_Training_AKrales_0104.jpg?quality=90&strip=all&crop=0%2C0%2C100%2C100&w=2400 2400w" src="https://platform.theverge.com/wp-content/uploads/sites/2/2026/04/258213_Peloton_Cross_Training_AKrales_0104.jpg?quality=90&strip=all&crop=0%2C0%2C100%2C100&w=2400"/> I’m nice with rep counting and type suggestions. However I’m more and more skeptical that AI can ever absolutely personalize a well being or health plan to your particular wants.

Spoiler: I can’t get an excellent reply for this. Most wearable and health AI chatbot makes an attempt to reply this immediate have adopted the identical pattern. Okay-ish restoration plans that I've to manually write down, peppered with regurgitated information traits and a few fundamental options I may’ve googled. The power suggestions have been summed up as “mild power exercises.” Whoop’s AI got here the closest to an precise, structured plan, nevertheless it was nonetheless too formidable for the place I’m presently at proper now.

I'd love for Peloton to not fall down this fashionable rabbit gap. Exactly as a result of there have been a number of instances up to now three months when testing the Bike Plus benefited me. It wasn’t any of the brand new options, nonetheless. It was the power to have the lessons and a few instructor-led motivation within the privateness of my own residence. I get that Peloton is exploring gyms to attract in new customers. I perceive that treadmills are a faster-growing section than bikes. However the core Peloton product is how these lessons and instructors make folks really feel. That’s the first cause {that a} dozen diehard Peloton followers shared with me once I did an in-depth report on Peloton’s enterprise again in 2024.

In the end, I do not know how this newest Peloton pivot will land. I finished attempting to foretell the corporate’s fortunes a very long time in the past. However for so long as I’ve been following Peloton, its best successes have come from leaning into what folks already like about it. Pressures to be greater, develop quicker, and do extra appear to repeatedly blow up in its face. Wouldn't it actually be so dangerous if Peloton have been “simply” a health firm?

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