Official: Peloton raising subscription fees, but lowering cost of Bike/Bike+/Tread

Peloton officially announced today that they will be increasing their monthly subscription costs for US & Canadian Peloton members for the first time ever. At the same time, they will be lowering the initial purchase price of the Bike, Bike+, and Tread.

Starting June 1st, the “All Access Membership” will increase from $39 USD / month to to $44 USD / month – a $5 monthly increase. In Canada, the cost will increase from $49 to $55 / month. This is the cost for members who own Peloton’s hardware (Bike, Tread, etc). The cost for digital only members is remaining unchanged. Other international markets will not see a price change at this time.

This change is said to be going into place for all members in the US & Canada – nobody will be grandfathered in to their old prices.

At the same time the subscription costs are going up, the price for the Peloton hardware is being lowered. CNBC has a report on what those prices will be – and says they will go into effect at 6:00pm ET tonight. (Update – The below pricing did go live at around 6:00pm ET).

  • The original Peloton Bike will lower to $1,445 from the current $1,745 (inclusive of shipping)
  • The new Peloton Bike+ will lower to $1,995 from the current $2,495 (inclusive of shipping)
  • The new Peloton Tread will lower to $2,695 from the current $2,845 (inclusive of shipping)
  • No mention of the Peloton Tread+, which is still under a recall and not for sale

Peloton said the subscription price increase is so the company can continue to help them create great content for members:

We’re increasing the price of our all-access membership in North America after eight years without a price increase. During those eight years, we’ve made significant investments to improve the quality of the subscription experience. We’ve consistently added content, disciplines, music, instructors, and new features, across three products: the Peloton Bike, Tread and Guide. Our Members are also getting more out of their Membership: monthly workouts per All-Access Membership more than tripled from 4.4 in October-December 2014 to 15.5 in October-December 2021. There’s a cost to creating exceptional content and an engaging platform, and this price increase will help us continue to deliver for our Members.

In their post announcing the change, Peloton provided this graphic as to how much more value there is now as justification for the increase.

Image from Peloton comparing the content from 2014 vs 2022.
Image from Peloton comparing the content from 2014 vs 2022.

Peloton attributes the change to Peloton CEO Barry McCarthy’s new vision to continue to grow the community.

We have an unwavering commitment to deliver the best connected-fitness experience anytime, anywhere. The pricing changes we are announcing today are part of our new CEO Barry McCarthy’s vision to grow our community as we continue to deliver for our Members and shareholders as the leading global connected fitness platform.

This is a developing story and will be updated.


Want to be sure to never miss any Peloton news? Sign up for our newsletter and get all the latest Peloton updates & Peloton rumors sent directly to your inbox.

Chris L
Chris is the founder of Pelo Buddy. He purchased his Peloton in 2018, and has been riding and running ever since. You can find him on the leaderboard at #PeloBuddy.

11 Comments

  • Kmo says:

    Guess I’m canceling my membership!!!

  • David Null says:

    I think John Gruber’s take at the Daring Fireball blog nailed it:

    Hey, prices go up. Inflation is running high. OK. But raising the prices only for people who already paid for Peloton’s premium-priced hardware and not for people on the digital-only plan doesn’t pass the sniff test that this is about the cost of content creation. If it were really about content creation costs, they’d raise subscription prices for everyone, or, only for the people who haven’t also purchased Peloton devices that cost $2000 or more.

    It’s not like $39/month was cheap. It seems transparently obvious that they’re just soaking their best and most loyal customers — the ones whose hardware purchases have tied them to Peloton. (Unsubscribe and your bike or treadmill still works, but the display becomes useless.)

    So the message to prospective new buyers is “We’ve lowered prices on our hardware; buy one today and we’ll squeeze you for more later.” Good messaging.

  • Chuck says:

    Agree with the previous post and, to make matters worse, I just did the Bike-to-Bike+ upgrade this past December which isn’t exactly cheap, even with the trade-in of my original bike. Maybe they’ll consider a rebate to folks who have done that upgrade, given the $500 price drop on the new one. Not holding my breath…..

  • DW says:

    Initially, I was like “$5 a month is worth it.” However, I paid TOP DOLLAR for a treadmill and Bike +. I should have waited and saved boocoo bucks. So much for rewarding loyalty.

  • Jared says:

    The blog comment is spot in. Increasing full membership while leaving the app cost alone is ridiculous. The reasoning makes no sense because of that. The app should have been looked at, and full subscription left alone. I really need to think about my future with Peloton now.

  • M.D. says:

    Today I have Peloton, Hydrow and Tonal. By the end of the weekend, my Peloton will be gone. Soaking your best customers is just the latest misstep by Peloton management. Good riddance Peloton.

  • Neil Hunt says:

    Agree, I don’t have much problem with the, raising the membership price, their reasoning is sound and they continue to deliver the content. But come on, why are app users who already are so much lower than us spared from this $5 increase? I read their 2014 vs 2022 chart and virtually every comparison also applies to app users. They should at least increase the price in parallel, if not just for app users. They will be hearing from me.

  • Blackbear says:

    I’m ok with the five dollar increase. Peloton content to top notch and I really enjoy my Bike and Tred. I would still pay substantially more for a personal trainer if I were to get rid of our hardware.

  • Hope Redisch says:

    I’m so …. I just got my bike plus January they will not do Anything for me. Told me 😞. I told them I could Return it I may repurchase it and still save money. They sent me a link on how I could resale. I resent them an email telling them I like to proceed to return it because I’m dissatisfied with it and then I will re-purchase it go through the hassle instead of making a person feel like they’re part of a community? I love my bike they are overwhelmed I don’t think they know what they’re doing yet…
    Least they can do is compromise..

  • Melanie says:

    I’ve reached out to Peloton numerous times to express my dissatisfaction with the customer loyalty to those who buy the equipment and pay now over $30 more than those on the digital platform and their responses are always extremely disappointing. I feel taken advantage of because I have the equipment and am forced to pay for the content. They can raise the prices and there’s nothing I can do other than sell my equipment and go somewhere else. It’s a terrible strategy and also seems WRONG

  • askmrlee says:

    I’m sure the app only price increase will come in the near future, but keep in mind that they need an entry point for people to become Peloton fans and they have to compete against other apps such as Centr which recently offered 1,000 free lifetime memberships earlier this year. If you have a Chase Sapphire Card the membership cost is off-set by $60 to $120. This is the strategy, get app only people in the door, then we’ll want to buy equipment later.

Leave a Reply

Your email address will not be published.