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How Peloton Used Psychology to Make Exercise Addictive
They’ve used behavioral science to create a cult-like following
Most people have a terrible time gathering the motivation to go to the gym. It’s because our fallible, human brains are hardwired to value immediate rewards like sleeping in, over long-term rewards like being fit.
This mental model, called hyperbolic discounting, means people have to outwit their own psychology to get in a workout.
But for Peloton owners, some of whom struggled for years to stick to a fitness routine, their workout has become an addiction.
What is Peloton?
Peloton is a $2000 “connected fitness system” that combines a spin bike with a 22-inch tablet. Users can live-stream classes or choose from thousands of pre-recorded sessions.
A heart monitor tracks the user’s pulse, and the power generated from pedaling provides real-time feedback in the form of watts. Riders compete for spots on global leaderboards and can watch their ranking change during class. Peloton isn’t just a bike — it’s a social fitness game that uses psychological principles to hook users.
Peloton isn’t just a bike — it’s a social fitness game that uses psychological principles to hook users.
Peloton fans are described as zealots, cult members, or addicts. But why are riders so obsessive? The answer lies in the psychological and behavioral science principles behind its experience.
When Peloton was founded in 2012, it used the most addictive experiences on the planet as templates for its business. As Tom Cortese, one of Peloton’s five co-founders put it:
“We did talk a lot about Apple early on, and we talk about Netflix and Amazon.
When you think about these game-changer companies who… focus on user experience, that is where we looked for…
