- The long-awaited rower from Peloton is now available for pre-order.
- The Peloton Row retails for $3,195 with orders expected to ship in early December.
- The bike and treadmill maker was a pandemic darling but has since been hit by recalls and falling sales.
Connected fitness company Peloton has finally unveiled details of its long-awaited rowing machine.
The Peloton Row is available to pre-order now for $3,195, with orders expected to ship in early December. Rowing machines are already available to try at 18 Peloton retail stores across the US.
Peloton announced it would launch a rowing machine in May, but as of 2020, some news outlets had reported it was in the works.
The rower is almost 8 feet long and features a 23.8-inch rotating HD touchscreen and both front- and rear-facing speakers. Peloton says it has electronically controlled resistance that makes machine rowing quiet and smooth.
To access Peloton-led courses, users must also subscribe to the company’s software, which costs $44 per month. Users get a personalized breakdown of their form after each class, as well as access to metrics like power, distance, pace and stroke count throughout their workout.
Delivery and set-up are included in the price for residents in most locations. Like Peloton’s other products, the rower comes with a 30-day home trial so buyers can return it and get a refund if they don’t like it.
The Row is also available with accessories like a mat, water bottle and dumbbells for a higher price. The most expensive package is $3,570.
The 156.5-pound rower can be stored vertically and comes with an upright wall anchor that Peloton recommends customers have professionally installed.
Peloton also released a video ad for the product showing how to use it and highlighting some of its features. The company has also added videos to its website showing what the Row classes and boot camps will be like, as well as an example of its scenic mode.
Founded in 2012 and starting shipping bikes in 2014, Peloton quickly developed a cult following and added treadmills to the mix. It became one of the darlings of the pandemic as home fitness companies boomed during lockdown waves, despite huge demand that led to long delivery times and the company had to recall pedals from around 27,000 bikes after some users were injured.
But Peloton’s woes really began in March 2021 when a child died in an accident involving one of his treadmills. After a run-in with regulators, the company recalled all treadmills in May and halted their sale and distribution.
After a series of real-life incidents, Peloton was included in the storylines of two television shows. Characters in both the “Sex and the City” reboot and “Billions” died while or after using Peloton bikes.
The reopening of the economy, allowing people to return to gyms and group sports, caused Peloton’s sales to fall even further.
In February, the company announced huge cost-cutting measures, including cutting about 20% of its workforce and scrapping plans to build its own factory. CEO and co-founder John Foley also announced his retirement. The company announced further rounds of layoffs in July and August totaling around 1,400 workers.
Revenue from hardware sales fell 55% between March and June compared to the same period in 2021, and subscription fees now account for more than half of revenue. The company reported an operating loss of $1.2 billion for the quarter.
Connected fitness rowing machine manufacturers that Peloton will compete against include Ergatta, Hydrow and NordicTrack. Despite being premium products, their rowing machines are significantly cheaper than Peloton’s.