Peloton Removes Just Run Feature

Peloton, a wellness technology company, faced widespread criticism after removing the "Just Run" feature from its Tread and Tread+ treadmills, making it accessible only through a paid subscription. This change, implemented under the guise of safety concerns, sparked debate over consumer rights and digital locks. The incident highlights broader issues surrounding corporate control over purchased products and the use of safety measures as a justification for subscription models. This issue has since been resolved, with Peloton restoring the feature in August 2021 following public backlash.

Background

Peloton sells high-end fitness equipment, which combines hardware with digital fitness programs offered through a subscription service. The Tread+ treadmill, priced at over $4,000, and the Tread treadmill, marketed as premium exercise machines, had previously allowed customers to use basic treadmill functions, including the "Just Run" feature, without a subscription.

In May 2021, following reports of injuries to children, Peloton issued a voluntary recall of its Tread+ and Tread models in collaboration with the US Consumer Product Safety Commission (CPSC). To address safety concerns, Peloton introduced a new feature, Tread Lock, which required users to enter a passcode to prevent unauthorized access. However, this change also removed access to "Just Run" for non-subscribers, effectively locking users out of basic functionality unless they paid a $39 monthly fee.

The Incident

What happened?

In June 2021, Peloton rolled out a software update that effectively disabled the "Just Run" feature for users without an active subscription. The company claimed the change was necessary to integrate Tread Lock, enhancing safety. However, this decision rendered the treadmills unusable for basic functionality unless customers subscribed to Peloton's fitness content.

The situation escalated when customers like Jennifer Strong, a Tread+ owner, publicly shared their frustrations. Strong, who purchased her treadmill in 2019, stopped using Peloton's subscription-based content but continued to rely on the free "Just Run" feature. After the update, she discovered she could no longer use her treadmill without paying for a membership.

Who was involved?

Key stakeholders included Peloton, its customers, the CPSC, and prominent voices on social media. Customers amplified the issue online, sparking debate about the ethics of Peloton's decision.

When and where?

The incident began in mid-2021, primarily affecting Peloton users in the United States. The controversy unfolded on social media platforms and online forums.

What were the consequences?

The removal of "Just Run" led to widespread public backlash, with customers accusing Peloton of unethical practices. Many likened the situation to "ransomware," arguing that basic functionality of a purchased product should not be tied to ongoing payments. The outcry pressured Peloton to restore the feature in August 2021 through a software update.

Key Issues

Consumer Rights Violations

Peloton's decision raised questions about the rights of customers to use purchased products independently of subscriptions. Critics argued that tying basic functionality to a membership fee violated consumer expectations and eroded trust.

Ethical Implications

The incident highlighted the ethical concerns of using digital locks to restrict access to product features. Many viewed Peloton's actions as prioritizing revenue generation over customer satisfaction.

Privacy and Security

While Tread Lock was implemented as a safety measure, its introduction alongside a paid membership requirement blurred the line between security and monetization.

Stakeholder Reactions

The Company

Peloton initially defended its decision, citing safety concerns as the rationale for integrating Tread Lock. However, the backlash prompted the company to restore "Just Run" for all users in August 2021. Peloton also urged customers to complete a free inspection and repair of their treadmills to address safety risks.

Regulators/Government Bodies

The CPSC, which had overseen the voluntary recall of Tread+ and Tread, did not directly address the subscription controversy but maintained its focus on safety-related concerns.

Public and Media

The incident generated significant media coverage and public debate. Social media users expressed outrage, with many accusing Peloton of exploiting safety measures to enforce a subscription model.

Advocacy Groups

Consumer rights organizations highlighted the case as an example of how companies can misuse digital locks to exert control over purchased products.

Broader Implications

Trends in the Industry

The controversy reflects a growing trend in the tech industry, where companies increasingly tie product functionality to subscription-based services.

Consumer Impact

The incident serves as a cautionary tale for consumers, emphasizing the importance of understanding the risk involved with connected devices. It also underscores the need for clearer communication from companies about product functionality.

Regulatory Considerations

The incident highlights potential regulatory gaps in protecting consumers from digital locks that restrict access to basic functionality.

See Also

• Subscription Model
• Digital Lock