Photo via screengrab YouTube / RoadTrailRun

Fitness startup Peloton, known for its in-home, internet-connected spin bikes, unveiled its second product at CES 2018, reports the New York Times — a treadmill that costs nearly $4,000.

Why it matters: The premium cost of the treadmill reveals an interesting insight about branding in a hardware-heavy industry. Peloton has spent tens of millions of dollars creating a full-service experience for its users, complete with live fitness classes and celebrity brand ambassadors.

While others have struggled to reinvent home fitness machines, the interactive and communal nature of the Peloton experience brought the company $400 million in sales last year, up from $170 million in 2016.

The Peloton Tread "content" plan will largely be reminiscent of Barry's Bootcamp, Peloton CEO John Foley told Axios. Bike owners who already subscribe will not need to pay an additional fee to access Peloton content on the treadmill.

Go deeper: Peloton CEO John Foley on bikes, revenue and recessions

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Former FDA commissioner Scott Gottlieb said on CBS News' "Face the Nation" that the coronavirus death toll in the U.S. will be "definitely" somewhere between 200,000 and 300,000 by the end of 2020.

Why it matters: "Whether we're closer to 200,000 or closer to 300,000 depends on what we do now and how it evolves," Gottlieb warned on Sunday as the U.S. surpassed five million confirmed coronavirus cases.

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Coronavirus dashboard

Illustration: Sarah Grillo/Axios

  1. Global: Total confirmed cases as of 11 a.m. ET: 19,680,042 — Total deaths: 727,777 — Total recoveries — 11,962,565Map.
  2. U.S.: Total confirmed cases as of 11 a.m. ET: 5,002,523 — Total deaths: 162,455 — Total recoveries: 1,643,118 — Total tests: 61,080,587Map.
  3. Politics: Nancy Pelosi says states don't have the funds to comply with Trump's executive order on employment — Trump adviser Larry Kudlow says he regrets suggesting the benefits could only be extended by Congress.
  4. Public health: Fauci says chances are "not great" that COVID-19 vaccine will be 98% effective — Poll: 1 in 3 Americans would decline COVID-19 vaccine.
  5. Schools: Nine test positive at Georgia school where photo showing packed hallway went viral — How back-to-school is playing out in the South as coronavirus rages on — Princeton, Johns Hopkins, Howard to hold fall classes online.