Peloton on Tuesday said it is adding a new exercise product to its lineup: a rowing machine that starts at $3,195. Consumers who also want to access its range of fitness classes will have to shell out another $528 annually.
Bank of America analysts think Peloton could sell upwards of 60,000 rowers next year and add around 25,000 subscribers, noting that the rowing market is only a quarter as large as for running and cycling.
Peloton said it is taking pre-orders for the new rowing machine, with delivery expected in December. Peloton defended its pricing, noting that the rower is designed to be a"premium experience." Among the features the company is touting in its new rower:"individually calibrated" feedback to help users improve their technique; electronically controlled resistance that enables"frictionless" strokes; and a swiveling screen.
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