Peloton Doubles Down on Puerto Rico, In-Person Events

Peloton’s return to Latina-focused wellness event Me, Myself & I, led by Robin Arzon, reflects a broader shift in how the fitness giant is looking to engage with its members

Peloton is returning to Puerto Rico’s Me, Myself & I Festival, which comes as the connected fitness company continues to evolve its strategy to deepen engagement across its member base.

MM&I, a festival focused on expanding access to wellness for Latinas, offers a real-world extension of Peloton’s platform as it leans further into culture and in-person experiences.

Robin Arzón, Peloton’s vice president of fitness programming and head instructor, will lead her first-ever classes on the island and anchor the brand’s programming throughout the day.

“It reinforces that people are not just looking for workouts, they are looking for experiences,” Arzón told Athletech News of the event’s appeal for Peloton. “The demand is real and it is personal; people want to feel seen in the space where they train.”

A Shift From Access to Connection

In a connected fitness category where switching costs are low, emotional resonance can drive retention in ways that product features alone cannot.

“When we feature Spanish-language classes, Latin music, and Latine artists, it is not just about representation, it is about recognition,” Arzón explained. “It is about someone hearing a song, a cue, a rhythm, and feeling like this was made for them.”

“You are designing for connection and shared energy, not just execution,” she added.

Culture as a Driver of Engagement

For Peloton, culturally relevant programming is increasingly tied to how members engage with the platform.

“That kind of connection changes how people show up,” Arzón noted. “It deepens engagement, it builds pride, and it turns a workout into something more meaningful.”

Peloton’s programming at the festival features a series of 20-minute, all-level classes.

Arzón will lead both a bodyweight strength class and a core-focused session, incorporating English and Spanglish cues. Camila Ramón returns for her second consecutive year, hosting a DJ-backed strength and cardio class along with a glutes and legs workout that leans into rhythm and music.

Peloton will also highlight Arzón’s New York Times bestselling book “Eat to Hustle” and host an evening event tied to Ramón’s growing focus on music.

A Broader Definition of Wellness

As Peloton continues to expand into commercial real estate, hospitality and campus settings, it’s also investing more heavily in the content and member experience layer of its business. The recent appointment of chief content and member development officer Sarah Robb O’Hagan reflects that shift, with a mandate to deepen engagement and build long-term loyalty across its global member base.

That expansion also reflects a broader shift in how Peloton is defining performance, moving beyond workouts into a more holistic view of health. The company has pointed to growing consumer demand for integrated wellness experiences, with offerings that combine fitness, recovery, nutrition and community increasingly shaping how users engage.

“Fitness is just one piece now,” Robin said. “Our members are thinking about performance holistically, how they train, how they recover, and how they fuel.”

Arzón’s book similarly positions nutrition as foundational to performance.

“Peloton’s role is evolving to meet that,” she said. “We are not just delivering workouts. We are supporting the full athlete. Strength, cardio, mobility, recovery, and nutrition all working together. This is about helping people show up stronger in their lives, not just on the leaderboard.”