This week, Peloton has begun adding lululemon commercials prior to classes. In what is being called the “Peloton x lululemon Look Cam”, an advertisement is being added to the beginning of select classes. During this 30 second segment, Peloton instructors showcase the set of lululemon apparel they are wearing during the class.
While there have been reports of several different classes with these lululmen commercials, the one we were able to spot is the Cody Rigsby 30 min Pop Ride from May 10th.
The class begins with Cody showing both “Street Style” and a “Workout Look” of the apparel he wears while coaching.
This “Peloton x lululemon Look Cam” seems to be showing up for both classes on the Peloton Bike and on the Peloton app.
Connect The Watts’ take
I am not sure how many streaming services charging over $40 per month also include commercials, but my guess is not many. The “Peloton x lululemon Look Cam” doesn’t seem too bad right now, as it seems limited to select classes. Though with Peloton’s financial troubles, its CEO quitting, and a potential Private Equity buyout, its not hard to imagine these commercials becoming more frequent.
I am also not sure this will help Peloton achieve its goal of more revenue. Peloton membership cancellation rates have been increasing over the past year. Adding commercials prior to classes, while it may generate some revenue, may further add fuel to increase cancellation rates further.
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