Peloton has unveiled its biggest refresh yet in an attempt to claw some of the market back, debuting a new Cross Training Series that covers Bike, Bike Plus, Tread, Tread Plus, and Row Plus – all with upgraded displays, better audio, and fresh AI tools.
But the announcement comes with a sting: subscription prices are going up at the same time.
Hardware with smarter tracking
The new lineup introduces 360-degree swivel screens for hybrid workouts and Sonos-tuned speakers for improved audio. On the “Plus” models, Peloton is rolling out Peloton IQ, an AI-powered system that tracks reps, monitors form, and gives real-time feedback. It’s designed to make at-home training feel more like a personal coaching session, without the trip to a gym. Importantly, Peloton says existing owners won’t be left behind; legacy hardware will also get Peloton IQ through a software update.
The the range doesn’t come cheap, though. The base bike retails at $1,695, while the more Plus model comes in at $2,695. The Row Plus comes in at $3,495 while the regular treadmill will cost $3,295. The most expensive machine, the Tread Plus, is priced at $6,695 – which is quite the jump.
Hardware isn’t the only thing getting more expensive. Peloton’s membership fees are also increasing, with the All-Access membership jumping from £39/$44 to £45/$49 a month. That’s the first increase in years, and it comes just after the company also raised the cost of its Bike, Bike+ and Row in select markets, as noted by Connect The Watts.
The extra spend is justified, Peloton argues, by the expanded library of workouts, new AI features, and content partnerships. But for casual users who mainly stick to cycling or treadmill classes, the higher monthly fee could be a tougher sell.
Peloton has always leaned on its strong community and polished content to keep users engaged. The addition of AI coaching pushes it closer to the kind of tech-led personalisation and, if successful, could help Peloton reach heights.
Opinion
Raising hardware and subscription prices simultaneously is a risky decision, but it’s clear that the company believes Peloton IQ will deliver genuine value to its customers. If Peloton can pull it off, it might just be the result the company’s been looking for since the end of the pandemic.
