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Peloton unveils $4,000 treadmill at CES

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.