Also during the pandemic, People magazine began covering instructors such as Rigsby and Arzón like celebrities (which they sort of are — some of Arzón’s rides can attract 20,000-plus riders, or roughly the capacity of Madison Square Garden). And talent agencies signed up instructors, including Emma Lovewell (UTA), Tunde Oyeneyin (ICM), and Rigsby and Ben Alldis (A3).
Despite the voluntary recall of Peloton’s two treadmill models in May after the death of a child (a $165 million hit to future revenue, according to company predictions) and a recently revealed data breach (since patched), the company is moving ahead.
When Peloton opens its new 20,000-square-foot London exercise studios and broadcast center later this year — it opened a hugely upgraded $50 million New York facility in 2020 — one feature will make Peloton’s media aspirations clear: a huge street-level window allowing passersby a peek into the control room.
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