The erotization or eroticizationrace is on.
Equinox Group, the parent company of SoulCycle, announced Wednesday in Fast Company that it would launch fitness equipment and streaming classes this fall. The launch will include two pieces of hardware: Equinox's proprietary Precision Run treadmill, and, notably, its SoulCycle stationary bicycle.
That puts Equinox and its forthcoming devices in direct competition with Peloton, the billion dollar at-home fitness juggernaut that has set the tech industry standard for what a hardware + subscription services start-up can achieve.
The Equinox devices will come with screens that play pre-recorded and live-streamed classes featuring Equinox, Precision Run, and SoulCycle instructors. The latter offering could be a huge draw for customers. SoulCycle instructors in particular garner devoted and loyal riders who follow them from studio to social media. Streamed classes offer another way to interact with these fitness celebrities.
Equinox Group is arguably best known for its luxurious, pricey gyms. It might seem counterintuitive for a company that deals in physical spaces — including Equinox gyms and SoulCycle studios — to encourage customers to work out in their homes. But Equinox Media CEO Jason LaRose says the company sees the at-home screening offerings as a compliment to — not replacement for — working out in studios, classes, and on the gym floor.
Besides, fitness equipment is a $2.1 billion industry, according to the market research firm IBISWorld. Peloton is eating up an increasing amount of that market. And the ever-expanding Equinox — now featuring a hotel and a talent agency — isn't going to let them keep the slice of that carb-free pie all to themselves.
Equinox hasn't announced any pricing, the name, or a firm launch date for the new venture. Its fall launch will reportedly be invitation-only.
But with such a formidable player entering the market, and extremely loyal SoulCyclers now having an on-brand option for at-home fitness, the folks at Peloton might be working up a sweat.
NYT Connections Sports Edition hints and answers for December 8: Tips to solve Connections #76
Staff Picks: Henry Darger’s Room, Shelley’s Ghost by The Paris Review
The Spring Issue: Werner Herzog and Jan Simek on Caves
Ezra Pound’s “Exile’s Letter” by Edmund White
Everything Alienware announced at CES 2025
The Big Fail by Moe Tkacik
Join Us for Our 2012 Spring Revel by Sadie Stein
Adam Johnson on ‘The Orphan Master’s Son’ by Karan Mahajan
NYT Connections hints and answers for January 16: Tips to solve 'Connections' #585.
The Spring Issue: Werner Herzog and Jan Simek on Caves
Best Apple Pencil Pro deal: Save $30 at Best Buy
Literary Dinners; Crumbling Apartments by Sadie Stein
The Big Fail by Moe Tkacik
The Tokyo Diary by Dean Wareham
TikTok star Khaby Lame was detained by ICE. Here's what happened.
Alberta Sings the Blues by Patrick Monahan
Staff Picks: Keith Haring’s Journals, ‘Library’ by The Paris Review
Design for Living by Elaine Blair
OpenAI's Sora review: Marques Brownlee breaks down the AI video model
Adam Johnson on ‘The Orphan Master’s Son’ by Karan Mahajan
Pixar chief and 'Toy Story' creator John Lasseter taking leaveHow to change your Venmo privacy settings and cull your friends listGoogle wants to make changing your compromised passwords easierPeople discuss the silliest things they would die on a hill for21 jokes written by kids that are so bad they're actually goodHow to turn off autoplay on Netflix trailersTrump fits in bizarre Roy Moore comments right before he leaves for ThanksgivingAndroid 12's Privacy Dashboard puts creepy apps on noticeNew support groups for farmworkers aim to heal widespread traumaTrump's 'Time' tweet got better with every internet spoofGoogle IO 2021: Android phones get Android TV remote functionalitySee the colossal James Webb space telescope unfurl its huge mirrorsBeyoncé gave us all an early holiday gift with festive new merchGoogle I/O 2021: Android 12, Google silicon, new Pixel Buds, and more'Mass Effect: Legendary Edition' is still great and still problematicHow to watch Google I/O 2021See the grim climate change graphs just restored to the EPA websiteSpecial edition of Kia's electric EV6 announced with AR display and 300Chrissy Teigen roasted Animal Crossing: Pocket Camp in new tweet stormHow to watch Google I/O 2021 America's Newest Sweetheart by Andrew Palmer A Mark So Fine: Joe Henry and You How tech companies can turn 'commitments' to diversity into action Bing chat history and new mobile features are going live this week As Ever by Sadie Stein How to masturbate for hours: a guide to edging Here's why your timeline is talking about the mail and USPS. (It's not good.) Elon Musk says work from home is 'bull**it' and 'morally wrong' Herman Cain is tweeting from beyond the grave and people are very confused How to use TikTok even if it's banned Uber's Go/Get product showcase: Family profiles, car seats, teen safety, and more Walking While Reading by Lorin Stein Dear Joan Holloway, Was It Something I Said? by Adam Wilson Ladies, Gentlemen, and Bears: We Have a Winner! by Sadie Stein Burning Books, Listening to Just Kids, Casting Fleming by Sadie Stein QAnon hits the mainstream and Trump is on board Crime, Punishment, and Chess by Sadie Stein My Mother’s Love by Albert Cohen Queen of the Web by Sadie Stein Dear Betty Draper Francis, Stop Weighing Your Food by Adam Wilson
1.8951s , 8264.859375 kb
Copyright © 2025 Powered by 【erotization or eroticization】,Defense Information Network