Peloton is rolling out a $3,200 rowing machine — thrice the price of different main rowers

Peloton on Tuesday mentioned it’s including a brand new train product to its lineup: a rowing machine that begins at $3,195. Customers who additionally need to entry its vary of health lessons must shell out one other $528 yearly. 

The struggling health firm is touting the machine, known as Peloton Row, for its “full-body cardio and energy” exercises. However health followers are decrying the machine’s price, noting that consumers may also want a full checking account. The Peloton rower sells for greater than thrice the price of competitor Idea 2, which is taken into account the gold commonplace of rowers and has a price ticket of $990 for its entry-level mannequin. 

Different health gear makers additionally cost a lot much less for his or her rowers. NordicTrack’s prime of the road mannequin goes for roughly $1,800, and machines from rivals equivalent to Aviron and Ergatta prime out at round $2,500, whereas WaterRower’s “pure rower” unit begins at underneath $1,000.

There’s quite a bit on the road for Peloton, a one-time pandemic darling that misplaced its footing as Individuals ventured again into gyms and misplaced their style for dear residence train gear. To date this yr, Peloton has had two rounds of layoffs and a administration shakeup, whereas its inventory has plunged 75%. 

Financial institution of America analysts suppose Peloton may promote upwards of 60,000 rowers subsequent yr and add round 25,000 subscribers, noting that the rowing market is just 1 / 4 as massive as for working and biking. 

“Peloton is concentrating on the excessive finish of the rowing market given capabilities and value level, and Peloton might be unwilling to take a gross margin loss on the items given possible materials gross sales overlap with current Peloton subscribers,” they mentioned in a word.

Peloton mentioned it’s taking pre-orders for the brand new rowing machine, with supply anticipated in December. 

Some individuals questioned the pricing of Peloton Row, taking to social media to complain that firm is charging an excessive amount of — particularly because the rower’s lineup of health lessons requires a further expense of $44 a month, or $528 for one yr. 

“I can get a [Concept 2] for $1k,” one observer wrote on Twitter. “That value is simply DUMB.”

One other shopper mentioned it isn’t solely the value, but in addition that Peloton is not offering financing choices to potential clients, which in any other case may make the value tag extra palatable.

Peloton defended its pricing, noting that the rower is designed to be a “premium expertise.” Among the many options the corporate is touting in its new rower: “individually calibrated” suggestions to assist customers enhance their approach; electronically managed resistance that permits “frictionless” strokes; and a swiveling display screen. 

“There isn’t any different related health rower available on the market that can afford the identical quantity of content material,” spokeswoman Ben Boyd advised CBS MoneyWatch. “The package deal of software program and {hardware} is totally unmatched.”

Barry McCarthy, a former Spotify government who Peloton named CEO in February, additionally defended the stiff pricing for its gear at a Goldman Sachs occasion final week. 

“We have got a premium providing as a result of, let’s face it, you are not price-sensitive,” he advised an analyst. “And folks such as you weren’t price-sensitive. And if we’ve an awesome product, they will purchase it regardless.”

The value of Peloton’s new rowing machine begins at $3,195. Pre-orders within the U.S. begin instantly, with deliveries anticipated to start in December.


McCarthy additionally mentioned he expects the web residence health enterprise to rebound at the same time as COVID-19 eases across the U.S. and Individuals return to the gymnasium.

“As we speak, the class is shrinking. Will it shrink over the long run? I do not suppose so. I believe that is a post-COVID phenomenon the place persons are touring, going again to gyms, type of rediscovering the lives that they’ve gotten away from,” he mentioned. “However within the fullness of time, residing a wholesome life-style, I believe, is a part of our price system, a part of the material of at this time’s ageing economic system.”

Certainly, some Wall Road analysts stay bullish on Peloton’s prospects regardless of its slowing development and a administration shakeup final week that noticed co-founders John Foley and Hisao Kushi depart the corporate

Oppeneheimer analysts mentioned in a analysis word this week that Peloton retains important aggressive benefits, together with expertise cultivating on-line communities, excessive shopper satisfaction scores and a enterprise mannequin that gives potential for substantial development with a modicum of funding. 

The digital health and wellness market additionally stays fragmented, providing alternatives for Peloton to develop its market share, the funding agency mentioned.

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