Peloton has added running games to its repertoire.
The latest: The digital fitness company released Lanebreak, a fitness gaming experience, for its smart treadmill, Peloton Tread. It’s an extension of its 2022 release for Bike, with some adjustments for form factor.
- Users score points by calibrating treadmill incline and speed to match animated on-screen visual cues.
- Workouts range from five to 30 minutes across all difficulty levels, with soundtracks spanning a variety of genres, from pop to metal.
- New running-specific features include updated avatars, pace-based difficulty options, and an auto-incline ability that adjusts to on-screen hills.
Between the lines: While its instructor-led, boutique fitness-style content is the “golden goose,” Peloton desperately needs more active users of its hardware. And its continued foray into gaming x fitness signals an attempt to attract a new kind of customer.
Game on. To date, the exergaming scene has remained TBD. But, revived by a VR gaming industry projected to hit $53B by 2028, the race to rule gamified fitness has picked back up.
- In March, UK-based Quell raised $10M in a Series A for its immersive fantasy game experience that uses your body as a controller.
- Earlier this June, Zwift launched handlebar mounted gaming controllers called Play compatible with the pilot of an arcade-style gaming mode.
- This year, VR exergaming platform FitXR and gamified rower Ergatta scaled up efforts to reach new customers in Europe and beyond.
Takeaway: Companies are upping the ante on immersive exercise in hopes of widening appeal beyond the prototypical customer and convincing more consumers to get moving. But, experience is everything — and for companies like Peloton developing games as a side quest, Lanebreak Tread may be as tough a sell as the pricey treadmill itself.