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.
