Peloton Announces Pivot to AI, Jacks Up Price
Briefly

Peloton Announces Pivot to AI, Jacks Up Price
"Years of underperformance has been marred with both catastrophe and cringe. Its stockdropped when fictional characters on "Billions" and the "Sex and The City" reboot sufferedheart attacks while riding it s bikes. Being slow to recall itstreadmills in 2021 led to the death of a child and countless user injuries, for which it was hit with a $19 million fine in 2023."
"The specifics of the pivot remain extremely hazy. The company says it'sbuilt itsown LLM named Peloton IQ, though it ' ll apparently also be usingother LLMs, like Meta's Llama. It also says it'll introduce movement tracking viaits Bike, Tread, and Row's built-in cameras and pivoting screens. And yup, you'll need to spend thousands of dollars on new hardware to use it."
Peloton surged from about $8 billion to nearly $50 billion in 2020 during the pandemic but has declined as in-home demand waned. The company faced safety failures and recalls, including a slow treadmill recall in 2021 linked to a child’s death and injuries, a $19 million fine in 2023, and a 2.2 million bike recall for broken seats. Negative portrayals and leadership losses followed. In 2025 Peloton announced an AI pivot featuring an in-house LLM called Peloton IQ, use of other LLMs, camera-based skeleton tracking across devices, a price rise to $49.99, and required new hardware purchases.
Read at Futurism
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