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17 Oct 2018
Peloton launches in the UK – celebrates with London pop-up
BY
Tom Walker
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The pop-up location will become a studio for recording content in 2019
US fitness brand Peloton has launched into the UK, marking the occasion with a three-week pop-up store – dubbed 'Peloton House' – in London's Covent Garden. The pop-up offered a series of themed room sets, showing how Peloton's bikes can be integrated into a range of domestic environments, from home offices to bedrooms.
Customers were offered free trials of Peloton's classes before signing up, with a range of workouts on offer, from beginner to intensive HIIT workouts.
Bikes are retailing at £1,895, plus £39 a month for a subscription to unlimited video classes and live streaming.
In 2019, the Covent Garden pop-up store will transform into a studio, where UK instructors will stream and record their own classes.
Peloton's Kevin Cornils told Wired the company is building the London studio because it recognises the need for local content, saying: “We don't want the British feeling this is an American brand pushing its sensibility into their country."
“Things are different,” he said. “Music is different, the style of teaching is different – Americans tend to be a little bit more 'enthusiastic' in their way of instructing.”
The company has 600k people signed up to its streaming workouts and has recently been valued at US$4bn.
It will launch a home treadmill called Tread later this year which will retail for around US$4,000.
Classes for the treadmills will be included in the monthly subscription for existing bike customers.
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