Peloton Rowing Machine Rumors & Information
Release date, pricing, information, shipping information & cost, details and rumors about the potential Peloton Rowing Machine or Rower.
One of the most frequently asked questions surrounding Peloton is “What is the next piece of equipment that Peloton will release”. Based on several interviews, such as this interview with Yahoo finance in September of 2018, we have confirmation the Peloton is working on a third piece of equipment (with the bicycle and Treadmill being the other two). As stated in the article: “Peloton is currently developing a third piece of fitness equipment, although Foley declined to give specifics.” Another indicator that Peloton is working on more hardware is that Peloton’s new Peloton Studios New York production facility, opened in March of 2020, has four different studios: one for bike, one for tread, one for Yoga, and a mystery fourth studio. Several leaks have pointed to this fourth studio being a rower studio, with 20 Peloton rowers being available for live classes.
Latest Update: 7/11 – Added comments from CFO Jill Woodworth from a Barron’s Investing in Tech Call.
In the fall of 2019, news surfaced Tonic Fitness Technology, one of Peloton’s main manufacturing partners, had been granted a patent related to an indoor rower. This is the same company that Peloton acquired in October of 2019, meaning that Peloton would now own that Intellectual Property and be able to use it as part of any rowing machine they were creating.
In November 2019, we received the most official confirmation of a Peloton rower via a Bloomberg news report, citing anonymous sources at Peloton who confirmed that a Peloton Rowing Machine release date would be sometime in 2020 (in addition to a generation 2 more affordable Peloton Tread being available in 2020 as well). No pricing information was revealed as part of this report.
However, at this point the question of “When will the Peloton rower be announced or released” is still unanswered. Most speculation in 2019 pointed towards Peloton releasing the Peloton rower at CES 2020. However, to the shock of many, Peloton didn’t have a booth at CES 2020, much less make an announcement. The week before CES, a new FCC filing revealed a new Peloton touch screen tablet that would be used either for a rower or lower cost treadmill. With CES having come and gone with no Peloton rowing machine announcement, the announcement date becomes wide open with no strong evidence pointing to a specific release date for the Peloton rower.
Peloton executives have now confirmed that the global pandemic has forced Peloton to delay their plans for new product announcements. Peloton CFO Jill Woodworth has joined several investor calls over the course of May 2020, and a repeated theme made is that they still have new products in the pipeline, however, they feel it is not worth announcing anything new until both their delivery pipeline is back to normal, and Peloton showrooms are open for customers to be able to try any new products hands on.
Additionally, at the end of May Peloton made the decision to revoke their patent application for their new Peloton touch screen tablet. When the FCC application was filed, it was done with a 180 day confidentially clause – meaning the product was expected to be released within 180 days from the time of application. In the letter to dismiss, they mention that “Due to the [pandemic], we have adjusted some of our product timelines. As a result, we are requesting a grant dismissal for FCC ID: 2AA3N-TTR01 in order to maintain confidentiality of documents covered under the short-term confidentiality period.” So while they still have plans to announce new products containing the tablet (including the rower), it won’t be as soon as they originally planned. At this point, it appears the announcement of the rower will be delayed into 2021 sometime.
During an “Investing in Tech” call with Barron’s in July 2020, CFO Jill Woodworth was asked about the rower. She did not confirm or deny the rower, instead stating that while a rower “over time, could be interesting,” Woodworth said, she sees that market opportunity as smaller than the bike, and “much, much smaller than tread and boot camp.”
Other anecdotal data and rumors also point to a rowing machine being the next product. The website PelotonRow.com was registered under the name Peloton Interactive, Inc. and redirects you to the main Peloton website. This, however, could simply be a protective move as many companies pre-emptively register domains they never end up using. People also have stories of employees at their local Peloton store accidentally telling them that a rower is in the works and “coming soon”. No hard proof has been seen of this to this point however.
A rowing machine makes sense from a competitive and industry perspective as well. A rower is a fairly common piece of equipment that people have in a home gym. Peloton users also are looking for ways to complement the leg workout they get on the bike and treadmill. Rowers tend to be the next piece of equipment people get to round out their full body workouts. Thanks to other products hitting the marketplace, there is starting to be some proof that the demand is there for a Peloton Rowing Machine. One startup in particular seems to have taken the same approach Peloton might. The Hydrow rowing machine has been developed with an interface similar to Peloton – the device is equipped with a large screen where you can follow along with coaches on the water. You can race against other people live or on demand on a leaderboard, much like you do on Peloton equipment. Another similarity to Peloton is that Hydrow allows you to use their app with third party rowers like the Concept 2 rower, much like the Peloton Digital app allows you to do their bike and treadmill workouts on any spin bike or treadmill you have access to.
Prior to Peloton’s IPO in the fall of 2019, most people speculated that whatever the next Peloton product is won’t be announced until after the IPO is completed. Given the Peloton Treadmill was announced at CES, many people expected that Peloton would release the rower at CES 2020 in Las Vegas, however, that did not turn out to be the case.
If a rower were to be released, one might expect that the starting price for a Peloton Rower would be around $1,000. The industry standard as far as rowers go, the Concept 2, retails between $900-$1,100, so a Peloton rower would probably be priced competitively based on that.