A new report from Bloomberg sheds light on several of Peloton’s plans under CEO Peter Stern, including a potential lower-priced treadmill, new product categories, and marketing efforts aimed at GLP-1 weight loss drug users.
According to the report, Peloton is making treadmills a larger priority and is considering more affordable versions. The company currently sells the Cross Training Tread at $3,295 and the Cross Training Tread+ at $6,695. Bloomberg notes that the global treadmill market was estimated at over $6 billion last year – several times larger than stationary bikes – which Peloton reportedly sees as having better growth potential.
A lower-cost treadmill option could help Peloton tap into a broader customer base that has been priced out of the current lineup. However, Bloomberg reports that any new products are at least a year to a year and a half away.
We previously reported that Stern told investors during the Q2 FY2026 earnings call in February that he expected “meaningful announcements” about new products within 12 to 18 months, and that Peloton was developing offerings across a wider range of fitness and wellness categories and price points. The Bloomberg report adds more specifics to that timeline.
Bloomberg also reports that Peloton is exploring new product categories, including a deeper push into strength training. The report doesn’t detail what form this might take, but it’s consistent with Peloton’s broader shift toward positioning itself as a “connected wellness” company rather than just a connected fitness brand.
On the marketing front, Bloomberg says Peloton’s upcoming campaigns will include an effort to reach the growing number of people using GLP-1 weight loss medications like Ozempic and Wegovy who are looking for fitness options. The company is also reportedly looking to strike new partnerships with gyms and pursue licensing agreements with other companies.
One notable detail from the report: Peloton had originally planned to offer a camera upgrade kit that would have let existing Bike and Tread owners attach a camera sensor to their devices. However, the company reportedly concluded late in development that too much of the legacy hardware would need to be swapped out, making a self-install kit impractical. That led to the decision to only offer the camera system on the new, more expensive Cross Training Series models.
On the software side, Bloomberg reports Peloton is considering expanding its Peloton IQ platform beyond strength-training insights. Plans reportedly include communicating with users through email to suggest personalized workout plans based on data from smartwatches and smart rings.
The report also touches on several other internal matters, including the outsourcing of some engineering operations to Poland and enterprise operations to India, concerns among production staff and some instructors about the impact of AI on their roles, and the ongoing executive turnover – including the departure of CFO Liz Coddington this month.
The full Bloomberg report is available here (subscription may be required).
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Camera upgrade kit? How about they just put an HDMI cable in the back of it so you can plug it up to your TV? They market it as some sort of — fitness guide. Not sure what they would call that though.