Peloton (PTON) is running head on into the prenatal health services space, channeling the experience through the pregnancy of one its most widely followed instructors, 38-year-old Robin Arzón.
The company is producing a docu-style series for YouTube (GOOG, GOOGL) capturing Arzón — Peloton’s vice president of fitness programming — and her journey through pregnancy and fitness insights. Arzón announced during an emotional ride in September she was expecting her first child with husband, investment manager Drew Butler. The first installment in the YouTube series drops on Thursday, with the remaining episodes arriving in February and March, when she’s due to have her baby.
Arzón is also developing a full prenatal program for Peloton, combining strength and cycling workouts tailored for expecting mothers. The first round of this content arrives on Peloton on Friday.
The content suite marks the first of its kind for Peloton, which recently developed a “Family Fit Fun” series on an app that also features yoga, meditation, pilates, barre classes, and other workouts.
“It [the content] has been tracking my trimesters. It has been honoring the empowerment of women, and I'm leading with what we can do rather than what we can't do,” Arzón told Yahoo Finance of the content development process.
It’s different when ‘you have another human taking up space in your’ body
Arzón’s own pregnancy has helped inform the content, she said.
“You know I got my pre- and postnatal certification before I was pregnant and you can read all about it in a book but until you have another human taking up space in your abdomen. It's a little different, so I created the program — so women understand that they are the strongest creatures on this planet,” she added.
Arzón will hold off on recording postnatal content until after she gives birth in March, so the programming can “be as authentic as possible,” she said.
The digital fitness brand’s decision to add the new pregnancy content comes as it creates fresh content rather than releasing a slew of new hardware. Peloton has recently been releasing themed classes featuring high-profile artists, including a recent partnership with Beyoncé that included giving free digital memberships to students at 10 historically black colleges.
Peloton’s prenatal and postnatal programs also join a number of in-home prenatal exercise options, as any pregnant woman will see among the ads targeted to her on Facebook and other social media.
Lululemon-owned Mirror, a virtual personal trainer that comes to your home via, you guessed it, a mirror, has pre- and postnatal workouts. Obè Fitness has an entire hub for prenatal workouts, and Aaptiv has a “Move through Maternity” program. Studio Bloom is designed specifically for pregnant women to empower them through “every stage of motherhood.”
There are countless others, and even more at-home options for pregnant women will likely crop up as they may continue to hesitate to visit germ-filled gyms with their weakened immune systems. The need for at-home workouts might be particularly acute before a coronavirus vaccine is widely available; in November, health officials said pregnant women faced increased risk of complications from COVID-19.
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