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Peloton to Test a Single Monthly Subscription for Its Bike and Content

  • Test will begin at stores in Florida, Houston and elsewhere
  • New CEO, a Netflix veteran, is experimenting with approaches
A Peloton stationary bike for sale at the company's showroom in Dedham, Mass.

A Peloton stationary bike for sale at the company's showroom in Dedham, Mass.

Photographer: Adam Glanzman/Bloomberg
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Peloton Interactive Inc. is making its first major change under new management, testing a combined monthly subscription price for the company’s bike and content that wouldn’t require users to pay for the hardware upfront. 

The approach will be tried at select Peloton retail stores in Florida, Minnesota, Houston and Denver, with about nine locations in total offering the option. The test applies only to the company’s standard bike, which currently costs $1,495.