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Is Peloton about to go from must have to must hate?
When gyms were closed by the Prime Minister more than a year ago, locked-down Britain split into two tribes: those of us who used the assurance that we’d not be heading into the office and would only be seen from the shoulders up as permission to binge on biscuits and Netflix, and those who sought the path of self-improvement.
Enter the Peloton – a bike or treadmill priced from £1,750 to £2,745 (plus a monthly fee of £12.99 to £39 for its optional pre-recorded or live classes with instructors). Beloved already by David Beckham and President Joe Biden, Leonardo DiCaprio, Miley Cyrus and Rishi Sunak, its valuation peaked at $49 billion in January, with 2020 revenue hitting $1.8 billion, thanks to its more than 4.4 million worldwide users.