COVID-19 DIGITAL ACCELERATION

5 predictions for Peloton and the future of digital fitness

Will Apple finally buy Peloton?

Last September, CNBC analyst Jim Cramer referred to Peloton’s upcoming IPO as, “the kind of thing that will be exciting for today, tomorrow. And then I think we’re going to look back and say, ‘What were we thinking?’”

Flash forward to July 2020, Peloton’s stock has more than doubled since its IPO and the company has shifted from a luxury bike producer to an exercise lifeline bought by Americans earning $75,000 or less. Thanks to social distancing brought on by COVID-19, the entire fitness industry is rushing to pivot to a Peloton-like model with streaming classes and connected equipment at home.

What does this hastily digitized industry look like now? And where is it going?

The digital fitness industry has actually existed for a long time. Video programs like Beach Body and Insanity brought boutique fitness home, while apps like Strava and Nike+ connected communities to run together and track their performance. Video workouts actually date back to the 1950s, when Jack LaLanne, often described as “The Godfather of Fitness” shared guided exercises over black-and-white TV programs. Actress…