Is it just me or is $40 a month too much for the content they provide? I would spend a couple thousand on fancy exercise equipment, or maybe get one as a gift for my parents but the required subscription gives me rent seeking vibes.
I'm pretty well versed in the fitness industry. Peloton, SoulCycle, Mirror value proposition never made any sense to me. With people going back to the office and gyms opening up again, people will want their normal fitness classes, gyms instead. EDIT: apparently some of you disagree. Change my mind.
I'll attempt to change your mind with a bit of math. And some context. I've used/use Peloton, Zwift, Future, and finally brick-and-mortar 24 Hour Fitness and Equinox.
My EQX membership is $240/month. My Peloton membership is $40/month.
You're saying that people are going back to the office and want their classes/gyms, but that's not exactly true. I'm going back to the office, at most 3x a week, typically 2x a week. Work in Manhattan, live in Westchester County (30 min commute).
$240 / 8 visits per month (2x per week) = $30 per visit. $240 / 12 visits per month (3x per week) = $20 per visit.
That $240 made sense when I could go to the gym 4x+ per week. And use multiple locations linked to the membership. It's now a very expensive line item on my credit card statement for doing something 8x per month.
Meanwhile, I can hit 2 or 3 Peloton classes per day, for $40 per month. Some of the most basic supplemental equipment (bands, dumbbells, etc.) can go a long way with some care after dealing with their upfront cost.
So, I agree with you that people want their gyms and classes but I don't agree that people are willing to pay for things they can't physically use as often. Meanwhile, anything you've built up at home is right there waiting to be used with almost no lost time.