Peloton Kills the TV Star
Did the death of TVâs Mr. Big make you think twice about the consequences of engaging in @onepeloton meta verse?
It is ironic that the heart attack of a 67 year old fictional character will forever be tied to a company that refuses to specifically cater to that very real demographic. Itâs also fiction to think Peloton respects elder Americans. If they did wouldnât they offer INCLUSIVE content?
You have noticed that this brand doesnât employ instructors over 50 but one, who happens to have been with the company since itâs inception? Nor do they design programs or streaming content specifically for adult consumers over 50? The older consumer is simply expected to modify.
A privileged 50-something Broadway actress shared with Variety in a recent interview that she hurt herself doing a Peloton workout. While plugging the company, she also blamed herself for the athletic injury that occurred while participating in either a poorly scaled or age inappropriate strength workout on their platform. Afterwards she was unable to lift her arm for weeks. But who needs to use their arms anyway?
Sometimes accidents happen. An injury sustained while engaging in unmonitored activities that were not scaled for you is not an accident. Itâs a result. You can sue but the burden of proof is high.
The reality is if youâre doing a home workout, the onus is on you. The corporation knows this. There is carefully worded legalese in every opt-in. In fact, the company is facing many lawsuits for negligence and beyond. But I am specifically interested in dissecting the ageism part of this today.
66% of Peloton bike users in the US are between 25 and 44 years old. Their target customer is 25-64.
According to Facebook Insights, 31% of those that state Peloton is an interest are between 45- 55.
Peloton continues to follow the lead of the billion dollar fitness industry. Even post-shutdown thereâs allot of performative talk about wellness, healthy aging and mental health but the industry is still focused on youth, body image and âhigh performanceâ bragging metrics.
No extra care or time is being given to address the needs of the fastest growing age demographic in the USA.
Just like that the companyâs tone deaf response to the death of SATCâs Mr. Big was an ad that eroticized ageism serving the fantasy of an older womanizer and the youthful object (Female Peloton Instructor) of his affections.
Nowhere in there is the reality that the health costs of ageism are calculated at $63 billion annually. This is an accommodation issue. Presently older Americans are underserved, and those who want to be active are either infantilized or shamed into exercising like a 30 year old.Â
Stop enabling the Pelotons of the world. Leverage your dollar to demand better age-appropriate content. Be firm in your desire for more qualified talent of diverse ages and backgrounds. Demand to be seen. Maybe take a visit to a real gym and engage with a human being, a contemporary with a watchful respectful eye. Demand better.
