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Peloton Unveiled a $4,000 Treadmill -- and Everything Is Riding on It

The $1.25 billion company spent 18 months secretly working on its second-ever product. Is it the beginning of a new fitness revolution?

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This story appears in the March 2018 issue of Start Up.

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John Foley can't find his desk. The co-founder and CEO of Peloton is showing me around the Manhattan headquarters of his company -- which streams boutique-style cycling classes to high-tech, at-home exercise bikes -- and explains that the open floor plan was recently rearranged. It's something they do every six months to keep the space feeling fresh and get different departments talking, he says. It's a practice he loves, and he stands by it. Though it can be disorienting.

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