“U.S. version of Keep” wants to use a “music game” to make you exercise easily. Does it work?

During the epidemic last year, the need for people to go out for exercise was nowhere to be released. During that time, people's demand for home fitness rose rapidly. I thought that the biggest winner should be a fitness app like Keep, but I didn't want to unintentionally raise it. The sales and price of Nintendo Fitness Ring.

For a while, everyone was immersed in the game world, but at the same time sweating in reality. Many sports equipment brands have seen this situation, and they have also opened up the two lines of Ren and Du, and have gamified fitness.

Peloton, the current hottest sports equipment brand, is also preparing to launch a game mode on its bicycle equipment.

Just looking at this interface, I want to exercise

At present, Peloton has not released much content for this game mode, only a few screenshots of the game.

There are only a few simple lines and numbers in these pictures. The strange thing is that when I see such pictures, my heart seems to have mobilized dopamine. I am excited, and I want to ride a Peloton. (TRON Legacy)" in the game.

▲ Movie Creation History

The game launched by Peloton is called Lanebreak. At first glance, the interface is similar to an audio game. The middle wheel represents the player's mount, and the calorie value and current resistance gear are displayed on both sides.

Users can switch between different tracks by adjusting the resistance gear position. Players will be assigned to different tasks in different game modes. Completing the tasks can increase game points. These points can be used to redeem items in the future, or to match the leaderboards. The other players competed for the score to satisfy their eagerness to win.

Lanebreak will only provide test qualifications for about 1,000 users for the time being, and will officially launch its Bike and Bike+ products early next year.

This model seems very interesting, but Peloton's discovery of Lanebreak model did not happen overnight. Gamification has been flowing in its product genes.

The badge mechanism, riding rankings, and the previously launched Scenic Route mode allow users to look at the scenic spots on the screen and pretend that they are riding outdoors in the wind, which is also Peloton's promotion of users A new attempt for fun.

Having said that, why did Peloton launch the Lanebreak mode and change its way to encourage users to exercise? The reason is simple. If only relying on user self-discipline, almost no one can persist in this activity for a long time.

However, we can sit on the sofa, hold the Switch, console controller or mobile phone, and play games all day, until the game can’t stimulate our brain to secrete more dopamine, we will feel tired and don’t like to let go of the game and do other things. .

Obviously, Peloton also wants to use the magical props of games to make users stick to fitness. Whenever they have time, they can ride a Peloton Bike and play two Lanebreaks. It sounds a bit less guilt than playing games at home.

Netflix next door is about to start making games, why can't Peloton try to gamify sports?

Gamification, or become another growth point for home fitness

The Peloton brand, which is now a household name in the North American market, was born in 2012. At the beginning of its establishment, it was aimed at the home fitness track. To be precise, it was the online version of Soulcycle (a traditional gym brand that mainly deals in the category of spinning bikes). .

The Peloton Bike was launched in 2014 and the Peloton Tread treadmill was launched in 2018. Today, they are still focusing on these two main products and doing more segmented services.

Their main home fitness concept is gradually being sought after, especially under the influence of the epidemic last year, everyone’s emphasis on health has become higher, gyms cannot be opened, and people have to find ways to exercise at home. Under this opportunity, Peloton Ushered in an all-round explosion.

Peloton’s fourth-quarter financial report last year showed that its revenue increased from 223 million U.S. dollars a year ago to 607 million U.S. dollars, a sharp increase of 172% year-on-year. The number of paid subscribers for equipment + services has also increased from 511,000 to 1.09 million. Counting members who only purchase online courses, Peloton's subscribers are as high as 3.1 million.

▲ Starting in March 2020, Peloton's stock price has been booming.

Just looking at the number of subscribers, it seems that it is not of the same order of magnitude as the Keep-like fitness apps in China. Only by pulling its membership price into the statistical dimension can the magic of Peloton be discovered.

The basic bike is priced at US$1895 (equivalent to RMB 12,281), while app members are priced at US$12.99 (equivalent to RMB 84) per month.

C1 Pro, the domestic competitive product Keep’s bicycle product, also comes with a large screen, priced at RMB 4,999 and RMB 25 per month for app members. However, during the promotion period, annual card members are only RMB 178, which is only equivalent to Peloton's two-month membership fee. , The rights and interests enjoyed by members are similar to those of Peloton, including professional courses, live broadcasts, member exclusive badges, hardware benefits, etc.

Behind such high pricing, Peloton continues to attract new and old users to recharge members. It is not easy to reap US$607 million in revenue with only two hardware products.

However, when the home bonus brought by the epidemic faded, Peloton needed new incentives to retain users, and Lanebreak was a new way out for Peloton to explore.

Fitness depends not only on self-discipline, but also on external stimulation

Fitness apps like Apple Fitness+ and Keep are similar to Peloton’s online courses. They all have professional courses guided by real-time coaches. There are also many categories: Pilates, HIIT, home dumbbell fitness programs, meditation, dance and other projects.

▲ Apple Fitness+ live coaching course

This kind of live-action course solves the problem of irregular exercises of the trainer and low motivation when exercising alone at home. The coach on the screen will mobilize the user's sports enthusiasm during the course through facial expressions, speech skills, and movements.

However, these can only be felt after the user enters the course, which can reduce the fatigue of the trainer during the exercise, but it cannot make the user have enough passion to open the app regularly every day to enter the training.

This is similar to the reason why many people can not go to the gym a few times after applying for a gym annual card.

▲ Picture source: Unsplash

Based on my fitness experience, I divide the process from making a fitness plan to developing regular fitness habits into several stages, namely:

  • Start-up period
  • Introductory period
  • Grow-out period
  • Struggling period
  • Unpleasant period

1 When we see friends around us gaining a beautiful body through fitness, or seeing the beautiful body of a star in a movie, the voice "I want to exercise, I also want this body" will appear in our brains.

This was the start-up period. I was full of enthusiasm and went to the gym to apply for the annual pass.

2 During the beginning period, I practiced almost every week, and every time I exercise, I imagined myself as the next Peng Yuyan.

3Due to the initial enthusiasm, I was able to lose fat quickly and have obvious muscle circumference. I am still very happy during this period of development. I think that I have an unusual talent and will be able to become in 3 months. Dashi Johnson, right.

4 Three months later, because of the novice bonus period, my fat loss and muscle gain speed slowed down, and I entered a struggling period. After I adjusted it, I could rise steadily, otherwise it would force me to give up and enter a vicious circle.

5 After a week of exercise and adjustment, I have figured out a fitness rhythm that suits me. Fitness has become a habit and can be completed consciously without external assistance. This is the final unpleasant period unless physical condition or work rest changes. Otherwise, there is no problem in maintaining the status quo for a long time.

There are four psychological factors: Cue, Routine, Reward and Belief.

Seeing that other people’s physique triggered me to start working out. I practiced it as my early inertial behavior every week. The decrease in body fat rate and the increase in muscle circumference are the rewards that I reaped after working hard. Becoming the next giant rock Johnson is me. Faith (bushi).

At each of the above stages, I may give up, and Peloton joined the Lanebreak game mode, also hoping to use game mechanics and rewards to shorten the user's hesitation period before exercising, and "it's done."

I also hope that domestic fitness brands, to keep up with this wave of gamification, may be able to help more users overcome their rebellious attitude towards sports.

During the epidemic last year, how did you maintain your fitness habits? Do you practice together with the fitness live broadcast, or spend a lot of money using a fitness ring to work out with Yui Aragaki?

If you have a more efficient method of fitness self-discipline, please don't be stingy and share it in the comment section.

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