A long time coming, Peloton is preparing to launch its connected rower.
TBD. A new video teased the “game-changing” equipment, although no release date or price point were provided.
Hoping to stem an ongoing backslide, the rower promises a full-body workout and high-priced machine, appealing to the Peloton faithful and would-be consumers beyond the biking crowd.
Supply and demand. The real question, though, is whether or not the rowing wars have become too competitive. While Peloton remained on the sideline, a wave of connected rowers scaled up:
- With $225M in funding, Hydrow notched 300% YoY growth in 2021, reaching 200K users.
- Ergatta raised $30M last year at a $200M valuation; sales of the game-based rower grew 4.5x YoY in 2021.
- Omnichannel brand CITYROW scored $12M last year, growing at-home sales 375% while also selling 64 franchises.
- Aviron, a gamified rower, secured $18.5M in February 2022, as 2021 revenue rose 700% YoY.
Looking ahead: Betting that the rowing market remains lucrative and its own ecosystem still unmatched, Peloton hopes its smart ergometer can deliver a much-needed boost to morale — and its stock price.
