What is Lanebreak?
Putting the Tron-esq look aside, Lanebreak is a rhythm-based game on Bike and Bike+ where music is an integral part of the experience. Players are challenged to match and sustain their resistance or cadence to get the highest score possible, whilst competing with other members. Riders control their cadence and can “switch lanes” left or right by turning the resistance knob.
Why the new direction?
Peloton is quite open that this is an experiment. Lanebreak has been developed rapidly using a series of tests directly with Members in guided sessions. In these experiments Peloton toyed with mechanics and motivators ranging from social cooperation to competition to pure play. This next phase is focused on gathering feedback at scale, and using these insights to continue iterating on the experience. Peloton is now actively testing the game with select members to see if this is a feature that will excite.
Why the alternative to instructors?
Instructors are without doubt the most important part of the platform today. In my survey of Peloton members 67% rated instructors as excellent. So why deviate from a winning formula?
There’s a couple of potential reasons:
Cost
Increasing member engagement
We know that video production is costly. It involves a large number of staff from the instructor, to the film and production crew. Studios are expensive to run with various high-end equipment required. Producing a new format that is based on a virtual environment is a far more cost effective.
Earlier this month, I mentioned Peloton engagement metrics are a key performance indicator (KPI). By adding a game to the platform it hopes to increase engagement. Higher engagement leads to more loyal customers.
Peloton Lite version?
One possible theory is this could lead to a tiered pricing model. Members that are willing to forgo instructor led classes could be charged less. It certainly doesn’t align to Peloton’s engagement KPI, but it could lead to a more profitable pricing model. Netflix when it first launched just one price point. It now offers a simple but effective tiered pricing strategy (Good $8.99, Better $13.99 and Best $17.99). It’s not that far fetched that Peloton could increase the price of instructor led content, but it’s needs an alternative before it can do that.
How and when will it be available?
Lanebreak is only available to a closed group of beta testers. It opens to members in the winter of 2021 and is set to officially launch in early 2022.
Potential competitors
Peloton is without doubt the market leader for interactive home fitness, but this announcement take it closer towards fitness platform Zwift.
To use the Zwift platform you need a form of turbo trainer for the input. Budget systems that combine an existing road bike and turbo trainer are available from as little as $300. A compatible smartphone, tablet or computer is also required.
Subscription costs $15 per month and Zwift has attracted over a million paying subscribers.
Zwift is firmly aimed at cycling enthusiasts. Training plans aren’t instructor based, but delivered in a more functional format. Training zones are provided after a fitness test called function threshold power (FTP). Plans then provide workouts on a scheduled basis tailored specifically to the riders objective.
Cyclists use Zwift as a means to reduce the monotony of training indoors. Riding virtually around a world with thousands of other riders to cheer you on, providing virtual kudos in the form of “ride ons”.
Zwift uses gamification to offer rewards for virtual achievements, incentivising riders to continue using the platform.
Peloton’s move into the same space really pits itself against Zwift.
What might be coming next?
One word, racing. If Peloton is able to create a virtual environment that is compelling and engaging, live racing against other members could be next. As someone that regularly races on Zwift I’ve found the online racing to be extremely competitive. It really boosted my fitness like nothing else. You find yourself pushing beyond your limit in order to move yourself up the virtual placings.
Peloton could absolutely bring a virtual racing format that would rival Zwift.
Summary
Lanebreak is Peloton’s first foray into gaming
Currently in beta trial and won’t be available until 2022
It’s an alternative to instructors that may increase engagement and reduce costs
This could lead to a tiered pricing model
Places Peloton firmly in Zwift’s gaming domain