Peloton’s NY Studios Are Getting a Summer Makeover: Here’s What To Expect
Peloton chief content officer Jen Cotter shares what’s coming to the brand’s New York studios, and what it could mean for the future of the fitness giant’s content strategy
When Jen Cotter joined Peloton six years ago, she came in not just as a media veteran but as a member.
“I was a member before I worked at Peloton,” Cotter told Athletech News. “I’ve (now) been there six years, so I’ve seen it all. And I love it. I still know Peloton deserves to win more than anything.”
Today, as chief content officer, Cotter is helping lead a significant evolution at Peloton Studios New York (PSNY), which will undergo a series of phased upgrades throughout the summer. The changes, which include replacing 30 studio cameras with new 4K-capable equipment, are intended to future-proof Peloton’s production environment while unlocking creative flexibility and keeping members engaged.
When Cotter began at the company, its studios offered more classes every day.
“It was a hybrid of: we’re competing with gyms in New York City, but we’re also in your home,” she recalls. “So, we were at this place where it was as many classes as possible, all day, every day, members in the studio, all day, every day.”
The setup changed dramatically during the pandemic.
“COVID, as crazy and wild as that was, broke away our members, especially our new members, from this thinking they were in a boutique fitness class with other people,” she said. “So we pivoted.”
Since then, Peloton has refined its programming and content production model.
“We don’t just do any class at all times,” Cotter said. “We use data, member feedback, and what’s working and what members are taking to, to custom curate what classes we make.”
The upcoming, temporary summer closures (which will affect certain Peloton live classes in July and August), are both practical and strategic, Cotter explained.
“Our studios in New York have actually been open for five years, and a lot of this technology was purchased even before I started. … It’s time for a refresh.”
New 4K Cameras, New Content Possibilites
Cotter emphasized that the goal is to avoid unexpected shutdowns and to stay ahead of maintenance.
“The exciting part of why we’re doing (this) is it gives us a moment to say, ‘Maybe we actually need fewer cameras but more flexible cameras so we can shoot different types of content and get even more personal in the classes,'” she said.
The biggest upgrade is the transition to 4 K-capable cameras.
“We’re replacing about 30 cameras across all four studios at Peloton Studios New York,” Cotter shared. “Members actually might not notice at all, which is very important to us. We hope these gradual changes we’ve made feel very purposeful and beautiful.”
The new system will allow cameras to be repositioned or removed as needed. The flexibility also opens the door for Peloton to produce richer content outside of traditional workouts.
“Right now, if we wanted to shoot a YouTube video or a series on healthy aging, these changes would allow it to be much more seamless,” Cotter noted.
There is more exciting programming coming from Peloton amid all these changes.
“We have an exciting celebrity announcement coming up, where the person is going to talk to the instructors after the class,” Cotter teased.
Education will be another major focus of the changes.
“Our members asked for more,” Cotter said. “We feel very strongly that this next phase of Peloton is about opening the aperture a bit more to say: you want to know about fueling. You’re asking us about protein. You need to know about healthy sleep, hydration, rest and recovery, stretch and mobility.”
Video series and more educational content could address these questions.
Member Engagement Is Top of Mind
Despite the summer closures, Peloton members can expect no shortage of engagement.
“One of (our initiatives) is our 100-day streak challenge,” Cotter said. “We’ve only done that once before. About half a million people signed up, and almost 100,000 people finished.”
Peloton will also introduce “Member Moments Mondays,” where large member groups will take over the platform for themed rides.
“We’re going to dedicate it, say, to ‘Black Girl Magic,’ where all 85,000 members of Black Girl Magic could come together, ride live, support each other, use it as a community moment,” Cotter explained.
The upgrades will also include a revamp of the PSNY flagship store.
“We do run out of sizes quickly, and it’s a small space,” Cotter noted. “So we’re trying to figure out, ‘How do we maximize that space?’ We may add more connected fitness, because people come in and take a tread class and then want to talk to someone about buying it.'”
Even as PSNY gets a refresh, Cotter wants to make Peloton more accessible beyond the walls of its studios.
“We’re going to do a lot more events outside the studio,” she said. “A lot more gathering of our community to make the definition of connecting with Peloton not so specific to just sitting in the classes.”