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When Tom Cortese and his four co-founders started Peloton in 2012, they were faced with an industry that hadn’t seen change in “40-plus years.” They set out to shift the fitness landscape—not just where fitness happens, but how people think about it, said Cortese in a keynote today at Brandweek: Challenger Brands.
Their main goal was moving fitness from a destination activity to something that can happen in the comfort of your own home. They aimed to merge media, community, technology and fitness into one cohesive experience.
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