, Columnist
Desperate to Hit the Gym Again? You’re Not Alone
People are tired of working out in their kitchens and bedrooms. Fitness centers that survived Covid are thrilled; Peloton not so much.
Feel the burn.
Photographer: Guido De Bortoli/Getty Images EuropeThis article is for subscribers only.
Peloton Interactive Inc.’s troubles aren’t just down to self-inflicted wounds. There is mounting evidence that consumers are desperate to get back to the gym.
But two years of exercising in the kitchen have reshaped the fitness industry. While Peloton must appeal to customers who want to feel the burn in real life again, gyms and other operators must adapt to a world where home-working and home working-out remain prevalent.