The Peloton Guide’s secret strategy: Timed exclusives

With the Peloton Guide now available for purchase, many are wondering what value it will add to their home workouts. With very limited tracking capabilities and no form feedback, will it be worth the $295 price tag?

Possibly. However, there is an even more compelling reason for members to buy the Peloton Guide: timed exclusives.

Peloton knows that its massive success has not come from providing the best hardware. It has always been driven by great content.

If Peloton wants more members to adopt a feature-light Peloton Guide, the best method would through exclusive content. It seems that is indeed the case.

Alongside the launch of the Peloton Guide will be new programs and class formats created specifically for it:

Floor Bootcamp:  Coming April 11 and exclusive to the Peloton Guide for seven weeks. Instructors Jess Sims and Selena Samuela teach a 12-class strength and conditioning program mixing dumbbells and (non bike/tread) cardio work.

Split Programs: Coming April 18 and exclusive to the Peloton Guide for seven weeks. Robin Arzon, Callie Gullickson, Matty Maggiacomo, and Adrian Williams teach three to five weekly intermediate and advanced classes to focus on specific musical groups.

Strength Roll Call: Live strength classes. While all Peloton members can take these classes live and on-demand, only members using the Peloton Guide will have access to the Strength Roll Call program! The Strength Roll Call program will be created using a collection of each weeks’ classes

While only some Peloton members may be sold on the new Peloton Guide, many more may be excited by the new exclusive content. Peloton thinks this strategy will help drive the adoption of its newest hardware.

And I think the company is right.

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