The Psychology of Peloton’s Appeal: What Keeps Us Riding

KEY POINTS

• COVID made hybrid experiences more acceptable and even desirable.
• Self-determination theory is a framework for evaluating technology experience, focusing on core needs: agency, competence, and social connection.
• When designed well, technology can contribute to the satisfaction of these needs and enhance wellbeing.
• Peloton creates a virtual experience that simultaneously empowers members to achieve and increases a sense of belonging.

Successful virtual exercise targets much more than physical fitness.

Like many, I purchased a Peloton bike at the start of COVID. It was a leap of faith as it is not the first home exercise equipment I’ve bought. However, most of it ended up gathering dust in the spare room. Surprisingly, I have never used anything as consistently as I do the Peloton bike. Even with the gyms open again, I have a 74-week streak going. I’m not alone in this commitment. There are many reports from riders who claim that the Peloton experience has not only inspired them to exercise but transformed how they think about themselves.

This is not a plug for Peloton as much as it is a reflection on the psychology behind what makes an engaging and motivating virtual experience. I can’t take any media experience at face value. As a proponent of positive media psychology, I always want to know the “why” behind effective positive media experiences to influence the best practices for the design and use of other media. Personally, I am happy and somewhat dumbfounded that riding with Peloton is so sustainable.

Peloton as a Cultural Phenomenon

COVID made hybrid approaches to many things, from work and education to medical care, not only more acceptable but more desirable. Social isolation helped fuel 2020’s surge in Peloton bike sales and app memberships. However, while the sales velocity is slowing, Peloton users are unlikely to abandon their bikes en masse in favor of the gym.

It’s virtual, yet I “meet” for a weekly ride with a group of media psychology colleagues who live all over the country. The experience is sufficiently meaningful that off the bike, we have formed a group to research the psychological dynamics of the experience. (If you are a Peloton rider and willing to support academic research, follow this link to my research team’s short survey.*)

Exercise and Wellbeing

Every technology can intentionally or accidentally contribute to the satisfaction of the psychological needs that support wellbeing. Self-determination theory (SDT) is a broad framework for understanding motivation and engagement based on the core needs of autonomy, competence, and social connection (e.g. Deci & Ryan, 2000). Using SDT as a lens, Peloton ticks all the boxes. From real-time measures of effort, evidence of accomplishments, and interactive leaderboards to a vast range of choices, the design of the experience should reinforce agency and competence, enhancing the intrinsic motivations that support regular exercise (e.g., Teixeira et al., 2012). Beyond the importance of physical activity to health, however, anecdotal reports suggest the Peloton experience goes beyond exercise. It is relational.

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