Peloton, the fitness company that supplies $2000 “cycle-at-home” bikes to elite spinners, is well over a Christmas incident that left the company suffering under claims of “sexist” advertising, but now, at least one writer wants Peloton to answer charges of racism and cultural appropriation.
Writing for NBC News’ THINK platform, African-American writer David Kaufman claims that, while he’s found his Peloton spin bike incredibly useful during the coronavirus pandemic when most gyms are locked down to prevent the spread of the virus, he’s concerned that the company has a “race problem” and that its mostly white instructors are pigeonholing rap and hip-hop artists and appropriating language more typically associated with black culture in order to encourage Peloton’s mostly white consumer base.
“It’s not that Peloton the company is actively racist or has even failed at being #woke; a quick spin through Peloton’s app or blog reveals that the brand is intentionally including racially conscious content throughout their marketing materials,” Kaufman says.
The streaming workout programs, though, are a different story. “Black instructors offer rides filled with typically “Black” music (rap, Caribbean or hip-hop) while white instructors offer ones with mostly “white” music (rock, pop and heavy metal) — though the thought that white people don’t work out to rap or hip-hop music and Black people don’t use rock or pop music to fuel their sessions in 2020 is laughable,” he says.