The Cult of Peloton: Reinventing the Fitness Industry, and Becoming a Microcultural Phenomenon

High-tech cycling platform creates a connected community

Until a month ago, I had never taken a spin class. While friends and colleagues made regular pilgrimages to boutique fitness studios like SoulCycle or Flywheel, the allure of sweating buckets and feverishly cycling en masse to the beat of Beyoncé as an all-too enthusiastic instructor shouts encouragement about “feeling the burn, baby!” eluded me.

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This story first appeared in the May 28, 2018, issue of Adweek magazine. Click here to subscribe.