Peloton uses technology and design to connect the world through fitness, empowering people to be the best version of themselves anywhere, anytime. Here, RLI sits down with Kevin Cornils, Managing Director, International to discuss how the company has overseen a meteoric rise in recent times and how it will sustain this growth in the future in these unusual times for the retail industry.
The idea behind the business was to bring together the best talent in technology, hardware and production to accomplish an ambitious goal of bringing the community and excitement of boutique fitness into
The company currently has over 115 retail showrooms across the UK, US, Germany and Canada, and plans are in place to roll out more in the coming months. Since the launch of the concept in the UK in 2018, they now have 20 showrooms in the country, with six of the units located in London.
“During the pandemic, we have had to adapt in many ways, from how our teams interface with Members to how we produce content and deliver our products,” explains Kevin Cornils, Managing Director, International. “From a retail perspective, when our showrooms were closed during the second lockdown in November 2020, we pivoted and began offering virtual appointments so that prospective new Members still had a way to see our products and ask our retail team questions about both our products and content offering. Ultimately we hope to have had a positive impact on our Members’ lives, while helping them to focus on their physical, mental and emotional wellbeing during a time when everyone needs it most.”
A new showroom was launched in Bath on 12 April this year, which allows even more consumers in the UK to experience the Peloton range of connected fitness products in person and learn more about the brand. The site is located in SouthGate Bath and is set over two floors that incorporate five private trial rooms, as well as a main area all set up for personalised demonstrations. Store guests can also shop the latest Peloton apparel.
As for new openings, a new showroom will launch in Edinburgh within the upcoming St James Quarter. There will also be a new studio on Floral Street in Covent Garden, which will broadcast live classes across European time zones. Finally, this year will mark the brands launch into Asia-Pacific with the introduction of the original Peloton Bike, the Peloton Bike+ and the Peloton App into Australia.
For Peloton, technology is at the heart of everything they do and is their key differentiator. The R&D team is always working on ideas, with many of their latest features being launched based solely off of Member feedback. Ultimately, the guiding light for the business is ensuring that Members have the best experience possible.
“Community is at the centre of the Peloton offer and our Members forge strong connections on the Peloton platform and on social media. We have an incredibly passionate online community of more than 5.4 million and the ways that our Members motivate and interact with each other on the leaderboard and on social media networks, such as Facebook, are truly amazing,” Cornils comments.
Cornils goes on to say that digital technology is enabling people to take back control of their lives and do what they want when they want to do it – citing Netflix as a great example of this. “With Peloton, we are doing something similar by bringing studio-style, group fitness classes into the home, so you can access the classes anytime, anywhere.”
Through its nine years of operation, Cornils and the team have found that their Members have fallen in love with the brand because they really enjoy the motivational, high-quality workouts with their great instructors. Many people today are time poor so the ability to fit a Peloton workout in anytime, anywhere is something customers really appreciate.
“Our mission is to empower people to be the best version of themselves. We’re living in a time now where people are much more focused on incorporating health and wellness into our lives, in whatever form that takes. We feel we can be an integral and proud part of that change. Peloton has always been about enabling you to work fitness into your busy daily life to stay both physically and mentally fit,” explains Cornils.
The company believe that Peloton offers its Members a world-class combination of best-in-class hardware, software, content and community. The company began with just the Peloton Bike but today there are multiple entry points for new Members. While current Members now have access to thousands of studio-style classes with world-class instructors across different disciplines such as indoor cycling, running, strength, yoga and meditation, so there really is something for everyone.
“We have a really exciting second half of the year to look forward to, what with our new London Studio launching and our expansion into Australia. As I manage Peloton’s international expansion outside of North America, I am personally extremely excited about the prospect of bringing the Peloton experience to more people globally,”