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The Morning After: Peloton’s smart rowing machine is here

Can it save the company?


After all the rumors and teasers, Peloton’s $3,195 rowing machine is finally official. It packs a 24-inch HD display and electronically-controlled resistance. That kind of resistance, which typically feels different to Concept2 rowers in your local gym, doesn’t mean it’s particularly small, however – you might want to check you have the space in your home. Peloton claims the Row can offer on-screen feedback on your form as you work out.

That will have to be some incredible coaching, given that its price tag is far higher than its rivals. The aforementioned (and benchmark) Concept2 rowing machine doesn’t have a screen, Bluetooth or any digital tricks, but it’s also under $1,000. Hydrow’s cheapest rower, the Wave, is priced at $1,495, while the premium model is still hundreds of dollars less than the Peloton Row. It’s an expensive gambit for a company still getting its house in order, adjusting its prices and reconsidering its approach.

Preorders for the Row start today in the US. The company expects to ship the machines in December – just in time for those 2023 fitness resolutions.

– Mat Smith

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