Peloton, a bike company, claims it “sells happiness” and is “so much more than a bike” | Recode

Also see Peloton reveals IPO documents showing widening losses of $245.7 million on sales of $915 million | CNBC

"The cycling company at the center of the latest indoor fitness craze thinks of itself as part of virtually every industry, if you believe its new filing for an initial public offering that it unveiled on Tuesday. It’s the latest example of a company stretching itself every which way in order to gin up excitement from the public market. That’s because most investors don’t want to simply believe in a piece of $2,000-plus hardware — but they’re a lot more open to investing in a broader, easy-to-parody tech vision. And that branding could be a factor in why investors are expected to value Peloton at more than $8 billion.

“On the most basic level, Peloton sells happiness,” founder John Foley explained to investors in his public letter. “But of course, we do so much more.”"

Peloton, a bike company, claims it “sells happiness” and is “so much more than a bike” | Recode