Sweating Together

Miller (entrepreneurship, George Mason Univ. Sch. of Business) and his wife bought a Peloton indoor cycling bike in 2016 and quickly became gripped by the exercise program, the spinning instructors, and the community of fellow Peloton fans that formed on social media. Miller tells the fascinating story of Peloton founder and CEO John Foley and how he developed, advanced, and marketed the practice of spinning at home (as opposed to in a spin studio), as Peloton’s popularity grew to more than 2.6 million registered members by 2019. Miller also charts the history of the health and fitness industry, the history of entrepreneurship, and the factors that led to Peloton’s phenomenal success. This account is based on interviews with Foley, Peloton cofounder Tom Cortese, and the platform’s celebrity instructors, and includes case studies of Peloton customer groups and the impact of the COVID pandemic, when consumers exercising at home stirred up greater demand for Peloton. Miller personalizes the business narrative with his own tale of discovering Peloton, which altered his approach to fitness, health, and well-being.