Peloton appears to be experimenting with a new “feature” called the Peloton x lululemon Look Cam. This consists of a short 30 second video clip showcasing (or advertising) lululemon apparel being shown before a Peloton class.
Traditionally, a Peloton class starts with a 1 minute countdown, where the instructor gives a brief intro, talks about the safety features, and how to clip in.
Now, for classes where there is a “Look Camera” segment – the class instead starts with a roughly 1:30 countdown. The extra 30 seconds at the beginning of class is the instructor showcasing some set of lululemon apparel.
One class where this has been seen is Cody Rigsby’s 30 min Pop Ride from 5/10/24 @ 5:30pm ET.
You can see the Look Cam section of the class here you YouTube, or embedded below.
The class now opens with Cody Rigsby in front of the Peloton “P” at PSNY (where members take their photo with the instructors after classes). However, there are additional lighting elements added.
There, he is seen showcasing a set of luluelmon apparel. The segment is branded as lululemon x Peloton Look Cam in the upper right.
The first 10 or so seconds is Cody showcasing a “Street Style” version of the apparel.
He leaves frame briefly, and then comes back in and is now showcasing a “Workout Look” of that apparel set.
The video then cuts to a pre-recorded view of Cody entering the cycling recording studio, and after showing the the Peloton Studios New York logo, the class then continues on with the normal 1 minute intro that members are accustomed to.
This new feature is enabled on both the Peloton hardware and the Peloton app. The screenshot above is from the Peloton Bike, whereas the first screenshot in this article is from the Peloton App.
Last year, Peloton added a “Shop The Look” feature that lets members click on a part of the screen during the cooldown to have links to the apparel sent to them. One could see this “Shop the Look” feature being expanded to also show up during the “Look Cam” pre-show segment – but at this time, that does not appear to have been changed and added here.
At this time, it’s not clear how many classes these new Peloton x lululemon “Look Cam” advertisements will be added before.
This is the latest iteration of the 5 year strategic partnership between lululemon & Peloton that was announced that year. Several Peloton instructors have since been announced as luluelmon ambassadors, and Peloton has even taped some special in-person classes with lululemon called “Move For You” earlier this year.
What do you think of this new pre-class advertisement?
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feature? This is called Advertisement, crazy!! As a loyal Peloton user since 2019 I hope all of us will shout back this new thing as it’s unacceptable on a paid service!!
I already paid for the bike and pay a monthly service and now they want to force advertising on me when I am trying to work out?
Heck no 👎 time to start looking into other options
As a peloton bike owner since 2018, this is not a “feature” for which I am willing to pay. The day they begin incorporating advertising before classes is the day before my bike will be hauled to a junk yard and I rejoin a gym. I loathed the “shop the look” advertisement but its rare appearance made it tolerable and thought that strategy had since been abandoned. This latest move validates my decision to not upgrade to a bike+ or waste money on their tread or rower.
Peloton please do not push ads. I have not seen one of the ads yet and sincerely hope I never do. When I am in workout mode, I am there for the workout, on a mission to complete my workout plan. If I am doing a stack, the last thing I want is to have to wait through commercials before continuing into the next Workout in my stack.
If they start showing ads before classes I’m going to stop using peloton. I paid for the bike and I pay for the subscription. I’m not willing to be shown ads for a service I already pay for. Peloton has fallen a long way since I started using it in 2019. It’s such a shame.