To: John Foley, Founder and CEO — Peloton

Dear John,

I got a Peloton this past summer and it quickly became my workout of choice. Your product integrates hardware, technology and media in a more seamless and satisfying way than the rest. I even canceled my gym membership.

While your core experience is remarkable, another one of your offerings falls short: your apparel. However, given your unique position, you have an opportunity to leap ahead of other athletic and athleisure companies.

Here’s one idea.

Launch data-driven apparel.

Equinox and Soulcycle are allocating a growing amount of resources to their apparel offerings, realizing that customers are the best form of advertising. Soulcycle is probably the furthest evolved aesthetically speaking, since the name has far-reaching resonance and the style is quickly improving and recognizable on the street.

Everyone buys the same apparel from SoulCycle, but Peloton has something lacking in all of its competitors: an unparalleled amount of data about its customers. This includes information on where they are from; how often they ride; what badges they’ve won; their maximum heart rates; their longest intervals; their favorite teachers; their max output—the list goes on and on.

Right now, this data lives on each rider’s bike and on your servers, but, like the stationary bike (and now treadmill), it never leaves home. That could drastically change if you created a personalized, data-driven apparel program where riders could order products that display their personal milestones. Think about how the Ohio State Buckeyes put stickers on their helmets to mark their accomplishments or how band t-shirts are all the rage right now, often featuring tour dates on the back. These are perfect examples for Peloton to use in its apparel program, especially since it aligns with your entire mission of comfort, fun, performance and personalization.

With direct printing booming, the technology is ready and available—the apparel program could  be fully run via API. Just look at what BuzzFeed has done with the Tasty Cookbook, which is customized and printed for each individual customer. Or how Spotify is running advertisements featuring its users’ habits. Or even how Netflix (might) use customer data for Twitter fodder.

As Peloton expands into new workout routines, this program could evolve and grow with the company. And, most importantly, the apparel would serve as a conversation starter—others would surely ask riders about their accomplishments, and soon enough, about their Peloton. That’s the best billboard a brand could ever ask for.

This is just one idea among many others that could put Peloton in a league of its own when it comes to apparel. Let me know if you’d like to hear more.

Richie Siegel
Founder and CEO
Loose Threads