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George Mason UniversitySchool of Business

Stationary Bike Becomes Latest Fitness Trend

Written by Rachel Chasin on .

David Milleer

In a world of hot yoga, Orangetheory Fitness, and Pure Barre, here comes Peloton Interactive, a unique take on an old classic. While the use of stationary bikes has long been an accepted form of exercise, Peloton has taken it to the next level: Their stationary bikes come with large tablet screens, providing on-demand cycling classes.

David J. Miller, executive director for the Center for Innovation and Entrepreneurship and assistant professor of management, recently published a consumer memoir and case study that chronicles the innovative company. “Peloton has used an addictive mix of fitness, technology, culture, and content to take off fast, grow its user base, and create a truly singular business model,” says Miller.

The company, founded in 2012, offers studio classes in New York City and sells not only in-home bikes, but also treadmills and digital classes that additionally focus on core and strength training.

“From content creation, social media, and talent management, to hardware design and delivery, retailing and community well-being—Peloton Interactive has evolved a business model that provides deep insights into the hybrid digital and physical economy of today and tomorrow,” says Miller. “The case of Peloton and its cult-like community offers business leaders, analysts, and investors strategies to consider and tools to explore the innovation-led economy as it expands in size and impact.”

Miller’s book, Sweating Together: How Peloton Built a Billion Dollar Venture and Created Community in a Digital World, will be published this fall.