Who knew that a stationary exercise bike company with online exercise classes could be…wait for it…racist.
In the woke world we live in today, corporates have been busy letting people know what they can’t buy for fear of being cancelled. Now we have customers dictating who they must create products for.
NBC’s David Kaufman wrote,
“Like many people in quarantine, every day I find some time to hide from my children and hop on to my Peloton, the stationary exercise bike with built-in internet-enabled spin classes that has become a must-have for some people during this time away from, well, everything…
…But the more I use my Peloton bicycle, the more I don’t feel so good about the company behind it. Because just as their now-infamous holiday-season ad last year convinced many people that the company had an unacknowledged gender problem, their video and music programming suggests to me — as an African American — that they also have an unrecognized race problem…
…It’s not that Peloton the company is actively racist or has even failed at being #woke; a quick spin through Peloton’s app or blog reveals that the brand is intentionally including racially conscious content throughout their marketing materials.
The problem is more subtle. With each bike priced at over $2,200 (their treadmills start at over $4,200) plus $39 per month more for those streaming classes, Peloton users are typically demi-1-percenters, with cash to spare and homes spacious enough to house those speedy racers. And, in fact, Peloton CEO and co-founder John Foley said those users were his target demographic in a 2016 CNBC interview: “These are people who have children, live in suburbs, have nice homes, they have the money and space but don’t necessarily have time.”
So a gym equipment company that specifically targets the premium segment is now in trouble for having customers that are “disproportionately white.”
Surely if Peloton saw a market opportunity to sell exercise bikes to low wage essential workers it probably would.
Now that President Biden has one in the White House (which is creating cybersecurity issues) perhaps he can introduce a Peloton Equality Act to ensure essential workers can exercise after he’s paid for their student fees.
As an aside, our gym HIIT circuit class has a young Asian man do the video workout examples. The disproportionately white female class has not thought twice about him. Maybe Jetts Gym should be cancelled for not having a minority female conduct the video even the instructors are mostly young women. Smack them for ageism too.