The company making exercise hot

You could be forgiven for missing the craze around Peloton, a 'smart' exercise tech company that seemingly rose to fame out of nowhere, hocking $4,300 treadmills and $2,400 exercise bikes that come with subscription models. It, almost single-handedly, has revived a largely neglected space: exercise at home. Peloton was founded in 2012, and has raised almost $1 billion in capital from investors, with simple but transformative positioning: building ultra-smart, actually fun to use exercise equipment for the home.  The smarts in those machines is what really seems to make them stick: buyers can do live classes, in high definition, on its built in touch-based LCD screen, as well as a dizzying array of customized pre-recorded routines. The transformative part of this—for the business model at least—is the $39 per month subscription service, which is all but required to get the most out of the machine. By building the machine, and a 'habit-loop' with –Peloton goes public soon ↗