Peloton Taps Into Gamification Trend With Latest Feature

NEW YORK, UNITED STATES — Peloton is tapping into the multi-billion-dollar gamification trend with the forthcoming launch of an in-app video game.

Tentatively known as ‘Lanebreak’, the in-app game, which will be available to members in beta mode later this year, will involve players changing their cadence and resistance to complete various goals, according to The Verge.

Riders will also be able to choose their difficulty level and the type of music they want to hear throughout the game.

A journalist from The Verge who was given access to the game described it as being reminiscent of Mario Kart, except instead of controlling Mario, riders must pedal to keep their tires moving and meet specific goals. In addition, different challenges within the game will encourage riders to earn more points.

The game is the latest in an expanding line of exclusive content and features Peloton has launched in recent months, in an attempt to add value to its service and retain members.

In March, the cult indoor cycling brand debuted a heavy-hitting partnership with cultural phenomenon Verzuz — a ‘face-off’ musical platform that grew to prominence amid global lockdowns.

Then in May, it continued to roll out new features including one that lets users tap into a scenic route from their screen, as well as another that shows users how much time they’re spending in each heart rate zone.

It has also continued to excite riders with musical collaborations as part of its popular Artist Series, which has seen Beyoncé, Prince and most recently Spice Girls themed workouts feature across its cycling, running, strength workouts, yoga and meditation classes.

The company is actively experimenting with “how far we can go as a media company,” Jennifer Cotter, Chief Content Officer at Peloton told The Hollywood Reporter earlier this year.

She continued: “The idea that we’re pivoting from great fitness classes to, well, are we the Netflix of wellness? Can we tell stories outside of class? I mean, those things are happening now, and they’ll be a part of our future.”

The brand’s ambitions, however, don’t stop there. It is also rumoured to be making a move into the wearables market, according to a recent Bloomberg news report which referenced confidential insights and images.

The details, which haven’t been confirmed by Peloton, showed an armband device available in two different sizes, featuring the ability to be paired wirelessly with its bikes and treadmills. Other features included the ability to track the intensity of users’ workouts, and a small screen that shows battery levels.

Having acquired Atlas Wearables — maker of a heart rate tracking fitness wearable — for an undisclosed amount earlier this year, its foray into the wearables space wouldn’t come as much of a shock. However, it is far from set in stone.

For now, the armband is buried deep in the Peloton app’s code, and there has been no confirmation of when, or even if, it will come to market, with a Peloton spokesperson telling CNBC that the company’s research and development team is “always working on ideas, and we have no updates to announce at this time.”