How A Retro Approach To Retail Is Helping Peloton Turn Indoor Cycling Into A Digital Empire

Past the woman on the stationary bike in the window and between more bikes parked around the room like new cars at a dealership, fans are gathering around Jenn Sherman in the little Peloton store in the Mall at Short Hills in New Jersey. Kids pose on the Peloton-branded bikes for photos, their parents trading war stories of favorite workouts with Sherman and CEO John Foley as pop music blares. Peloton’s having a party for its die-hards, fans who will gladly give up part of their Saturday to meet their favorite spinning instructor. Sherman recognizes some from Facebook, but she really knows them by names like SpinForDonuts and Mama4. A ten-year spinning instructor, Sherman fills up Peloton’s New York studio with 60 riders every time she teaches a class. But that’s nothing compared to the 450 riders who join in live from home, their handles appearing on a leaderboard for her to watch and encourage. When the videos are posted for on-demand use, thousands more will do each workout. Read more at Forbes.