,
18 tweets,
6 min read
Read on Twitter
[Thread] I wrote about the 13 reasons this bike has a cult, breaking down Peloton's product genius. 1. Conspicuous Self-Actualization... tcrn.ch/2Ij6SFU
The Transcendence - Peloton sells the closest thing to the smug satisfaction & in-group affiliation of going to Burning Man. The Instagrammable body & the discipline to get there. 2/ 
The Shoes - Peloton reduces the activation energy of going to the gym to putting on shoes. You can't walk with them on, so the procrastination stops and you exercise. 3/
The Clips - Home workouts are easy to start, easy to bail on. But once you're clipped in, you won't stop til you hear that final namaste. 4/
The Schedule - With hardcore 10- & 20-min rides, you can always fit a Peloton ride in faster than it'd take to get to & from your gym. I'm betting we won't stop being busy. 5/
The Instructors - You find yourself craving your favorite's special brand of positively yelling at you. The coaching & slow countdowns squeeze out more sweat than you could alone. 6/
The Intimacy - Eye-contact with the instructors makes you form imagined bonds with them. It feel like FaceTime, and a sense of connection many of us crave more of. 7/
The Pavlovian Response - Your brain gets hooked on the audio triggers you associate with the endorphin rush, from the clip-in to the instructor catch phrases like
Emma Lovewell's "Live, learn, love well". 8/
Emma Lovewell's "Live, learn, love well". 8/
The Soundtrack - Peloton actually maps rides to the music so you pedal at different song tempos and spring when the beat drops. Having the best tunes seems worth the $300M+ lawsuit. 9/
The Bike As Decor - This thread is hilarious but true. A pretty bike means you place it prominently so you feel ashamed if you don't ride it. 10/
The Network Effect - With social features to race, video chat ride together, and troll people with high-fives as you pass them, each new Peloton signup is one less reason for you to join a competitor. 11/
The Shared Account - Peloton lets you feel noble about your sanctimonious proselytizing by letting you hook up friends with free accounts...if they buy the $2400 bike. 12/
The Growth Hacks - Peloton streaks are for adults what Snapchat streaks are for kids...an insidious way to encourage constant usage. There's no end to the leaderboards, progress bars, and badges. You even get a free shirt at 100 rides. 13/
The Shoutouts - The cleverest trick of all: the instructors namedrop riders who've hit milestones on the livestream. People desperately want to feel seen, and Peloton productized that. 14/
Peloton has one huge open opportunity: an app & game platform. Let me pedal away from zombies and grow virtual gardens with my intervals. Or watch Netflix! 15/
Peloton is the leader in "pushbutton health". Like @Nomiku sous vide, @ThistleCo salads, & Future remote personal trainers, they make you fitter through convenience not willpower. 16/ techcrunch.com/2019/05/23/fut…
With Peloton's IPO this week, I think it's a smart bet that people will stay busy, lazy, and competitive. Here's my full story. 17/ techcrunch.com/2019/09/22/why…
If you want to make my day, join my upcoming newsletter Moving Product and come nerd out with me about the sociology of tech. Thanks! 18/18 getrevue.co/profile/joshco…
