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Struggling fitness company Peloton is rolling out its new video game-style Lanebreak mode for users of the company’s exercise bikes.
Why it matters: Peloton, which found success during the pandemic and is now trying to retain users, is deploying the popular strategy of adding game-like experiences to its product.
The details: Lanebreak mode offers 10-30 minute workouts that turn biking into a musical fitness game that involves powering a virtual wheel as it rolls down a virtual track.
The big picture: Video games and fitness have crossed over for decades, often boosted by big companies trying to expand their image.
Be smart: For users, exercise playing out as a game can be a powerful motivational tool and might work better for those who need a nudge and don’t want or can’t afford a trainer.
What’s next: Peloton says it plans to add “new mechanics and challenges” to Lanebreak in the months ahead and is “actively exploring new platforms and formats.”
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