Peloton Revamps Fitness Equipment, Raises Prices and Launches Commercial Line Ahead of Holidays

Peloton is refreshing its product lineup with major upgrades, new commercial equipment, and higher subscription prices as it looks to spark growth during the critical holiday season. The company announced on Wednesday that its revamped “Plus” series—including the Bike+, Tread+, and Row+—will come with advanced features such as AI-powered rep tracking, 360-degree swivel screens, hands-free voice controls, faster processors, and enhanced audio systems. --- Why Peloton Is Relaunching Now Peloton CEO Peter Stern, who previously co-founded Apple Fitness+, said the new lineup is designed to encourage a well-rounded fitness approach that blends cardio, strength training, yoga, and meditation. > “These machines were built for cross-training. No matter which one you buy, it can support multiple types of workouts,” Stern told CNBC. After years of financial struggles, product recalls, and strategic pivots, Peloton is shifting focus back to premium hardware. The company recently refinanced its debt and returned to positive cash flow, allowing it to re-invest in its core equipment. With over 60% of annual sales happening during the holiday season, Stern noted the coming months will be a key test of whether the new lineup can win over new customers while keeping existing members engaged. --- Peloton Price Increases The upgrades also bring higher costs—both for equipment and subscriptions. New Hardware Pricing: Bike: $1,695 (up from $1,145 refurbished / $1,495 new) Bike+: $2,695 (up from $2,495) Tread: $3,295 (up from $2,995) Tread+: $6,695 (up from $5,995) Row+ (replacing the original Row): $3,495 Subscription Price Changes: All-Access Membership: $49.99/month (up from $44) App+: $28.99/month (up from $24) App One: $15.99/month (up from $12.99) Industry analysts have long said Peloton underpriced its premium products, so the new hikes may help margins even as they test consumer demand. --- New Commercial Business Unit Alongside the consumer relaunch, Peloton is introducing its Pro Series, a commercial-grade line of the Bike+, Tread+, and Row+. These machines are built for high-traffic environments such as hotels, apartment complexes, corporate wellness centers, and gyms. Peloton has also formed a dedicated commercial division, integrating its 2020 acquisition of Precor. This allows the company to offer a wide range of equipment designed for both light-use and heavy-use facilities. > “Peloton in hospitality spaces is one of our most powerful marketing tools,” said Chief Commercial Officer Dion Camp Sanders. “Many people first try Peloton in a hotel gym, love the experience, and then become long-term members.” The commercial segment is now one of Peloton’s fastest-growing revenue streams, helping diversify its business beyond direct-to-consumer sales. --- The Bigger Picture Peloton’s strategy reflects shifting fitness trends, where users expect machines that seamlessly support cardio, strength, and recovery workouts in one system. By enhancing equipment functionality and targeting both home and commercial markets, Peloton hopes to reignite growth after years of volatility. With the holiday season approaching, the company’s success will depend on whether these innovations—and higher price points—can convince fitness enthusiasts that Peloton is still the premium choice in connected fitness.

BUSINESS