Peloton Brings Gamification to Treadmill With Lanebreak Tread
Despite its intention to move away from hardware, the connected fitness company is looking to capitalize on gamified fitness experiences
While Peloton has signaled its intentions to place less emphasis on its famous hardware, pivoting to its app and relying on content, the connected fitness company isn’t neglecting the growing gamified fitness space.
Peloton announced the launch of Lanebreak Tread, a gaming-inspired experience that is available to all-access members using one of Peloton’s Tread treadmills. Lanebreak is currently only available for the Tread, not the Tread+, which was recently approved for a long-awaited rear guard repair by the U.S. Consumer Product Safety Commission.
The connected fitness company first introduced Lanebreak Bike last year.
Members can select from five Lanebreak Tread levels. To get the maximum score possible on the new Lanebreak Tread, Peloton members must match and maintain their incline or speed based on animated prompts. The experience combines the hardware capabilities of Tread with an auto-incline feature during “Hill Moments.” As Tread users approach a hill, the equipment automatically adjusts its elevation to follow the curve displayed in the 3D world on the tablet.
As Peloton co-founder and chief product officer Tom Cortese notes, the Peloton experience has been infused with gamification principles since the brand’s inception, with leaderboards, achievements and streaks.
Lanebreak, however, is designed to offer a new workout experience for fitness consumers with its energy-enhancing playlists and impressive game mechanics.
“Lanebreak classes are fun, immersive and drive you to hit workout cues in a unique way,” Cortese said. “Lanebreak Tread has been informed by member feedback and we’ve injected the excitement and competitive elements of gaming to create a fitness experience that is tailored to the Peloton Tread. As with all we do at Peloton, we’ll continue to iterate by adding new levels and music genres.”
As music is always a key component to Peloton experiences, each Lanebreak level is set to a unique playlist of top tracks. To celebrate the launch of Lanebreak Tread, Peloton is releasing a 30-minute level featuring the music of Tiësto, including tracks from his new album Drive.
“Super excited to partner with Peloton on this new Tread experience! Music has a unique ability to motivate and bring out energy when we need it most,” Tiësto said. “Being active and working out is something I love to do, and the high energy in my music is the perfect fit.”
The decision to introduce Lanebreak to Tread jives with user data that Peloton recently shared.
During early talks of its eventual rebrand, the connected fitness company revealed that its members and preferred experiences have evolved, with 57% of all workouts logged not related to cycling. Instead, Peloton said 62% of its active members have engaged in strength training, yoga, meditation and other fitness activities.
The brand’s latest marketing campaign targeted slightly younger fitness consumers — perhaps those who may be more intrigued by the benefits and experience of fitness gamification.
