Steve Ross

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Joanna Sim is part of a passionate Peloton stem

Joanna Sim is a cult, a self-confessed member of the Peloton . She gets up at 05:00 PM for the s-classes. You on your blog for working parents.

just as the Peloton , she says, she loves it.

"It's almost borderline addiction at this point," she says. Now she plans to invest.

The Company , which triggered sold tech-enhanced sports equipment, tied up streaming fitness classes, such as $1. Approximately 16 billion euros as it sells its first shares on the Nasdaq stock exchange on Thursday.

The shares at a price of $29 per piece, valuing The Company at More Than $8bn (£6. 5 billion) - a hefty figure in a notoriously fickle fitness industry.

But she fell lower as the trade began, the closure of 11%.

the Peloton acolytes like Joanna to say, The Company has matched exercise to the era of Social Media , combines the convenience of an at-home workout with the interaction and adrenaline of live classes.

The Company was founded in the year 2012, has More Than 500,000 subscribers. It went live in the UK and Canada, in the year 2018 and in Germany in may. It has begun branching out into new areas, offers courses in yoga and strength training.

High-profile users-including Kate Hudson , David Beckham , Leonardo Dicaprio , Michael Phelps , Usain Bolt and more.

participation is expensive. Peloton the stationary bikes cost More Than $2,200 (in the United Kingdom 1,990) and his running start at £bands, which it began selling Last year, are almost twice as high. Unlimited access to the streaming classes, leads to another $39 per month (£39 for a month in the UK).

Despite The Price tag, Joanna says she "took the plunge" Last year, cancelling your gym membership and the purchase of a Bicycle, in The Hope that it would make it easier to fit in more workouts.

The Mother of two, who lives in California and works full-time as a design strategist at the software company Intuit, was not disappointed.

she says the flexibility of The Company 's programs, and the "root" of other drivers it interacts with the held during a regular 05:00 class, you will have to come back for more and more.

their enthusiasm extends to The Company 's financial prospects.

"you are going IPO soon and I am. All about you," she says.

source of money

the Peloton made $915m revenues in the Last fiscal year, More Than double the previous year was twice as high as a year earlier.

But the growth that will come with the cost.

Peloton tech-enhanced equipment, which offers live fitness classes in the home

the Peloton remains unprofitable, losing about $200m Last year, as its marketing costs are exploding.

In the run-up to the flotation, a music publisher, The Company hits a $300m copyright lawsuit, accusing The Company , with music for his classes without permission.

And skeptics ask whether The Company that today relies on a big-ticket purchase of equipment, perseverance, because the appearance of lower-cost competitors and the fast-changing fitness fads.

"It is very difficult to double every year," says Rett Wallace, chief executive Officer of research firm Triton. "Right now, it looks like we are still very much in a growth phase on the hardware, but we don't know how long this will take. "

" Fitness is difficult,'

Other fitness companies testing The Public markets in recent years has not fared particularly well.

The expensive Cycling studio chain SoulCycle, which claimed once, cachet similar to Peloton , filed IPO papers in the year 2015.

But The Company , a subsidiary of real estate giant related Co, had these plans Last year, citing "market conditions". This summer, The Mood is bitter, if owner Steve Ross fundraiser for the President, Donald Trump triggered.

yoga works made debuted on the Nasdaq in the year 2017, after a growth sprint equity supporters, Great Hill Partners, driven by private-turned it into one of the largest yoga chains in the United States.

Less than two years later, The Company de-listed the shares that the stock price no longer meets amid growing losses and A Warning from The Exchange that the minimum threshold value.

And it's not just the fitness chains focusing on live classes, which have struggled.

the stock of FitBit, which makes wearable fitness trackers, approached $50, which emerged in the summer of 2015, when the fast-growing company to The Public . But sales plummeted soon and today, the shares trade at about $4.

"Hardware is difficult. Fitness is difficult," says Mr Wallace. "If you look at the sales of hardware, Apple also shows us that, if you don't have to re-invent their hardware All the time, your life can become more difficult. "

"the Peloton seems to be A Brand in itself and has a very loyal user base," he adds. "We'll see if that sticks. "

Joanna says, you have heard that the doubt, but your experience convinced that their field has a long drive ahead of you.

"Given the amount of content that they are pumping out and the leadership that you have. I have full confidence," she says.

peloton, stock markets, companies, fitness

Source of news: bbc.com