15: Jill Foley Give Us The Inside Scoop On The Peloton Boutique

TCO 15 | The Peloton Boutique


What gravitates people to any physical or even online store is not just the product but also the team behind them. For Peloton, each store brings customers to a whole level of community and personal experience with their fitness needs. Today, Crystal and Tom O’Keefe chat with Jill Foley, the Director of the Peloton Boutique. Jill talks about how she and her colleagues work together to buy, source, and sell apparel online and on showrooms. She also shares her retail store experience and what sets apart their boutique from traditional retail stores. Listen to Jill as she shows you how the store brings in more customers every day.

Listen to the podcast here:

Jill Foley Give Us The Inside Scoop On The Peloton Boutique

We have Jill Foley on. I’m so excited.

She is our third Peloton official Pelo people because she gets a paycheck. She’s on the payroll. She’s going to tell us all the great stuff about the boutique. If you have questions about the boutique, we have answers.

You want to read carefully because there are some little Easter eggs of information within the interview.

This is for fitness people. There are Easter egg whites of information for you.

There are dates included. We also have some great news to go over. I wanted to talk about Denis Morton because before we went on vacation, I was able to ride with Emma Lovewell, the Bond girl, and I was not able to ride with Denis Morton. However, it is after vacation and I still have not ridden with Denis Morton. I still have a little bit of feedback that I was able to garner. I have some news about the boutique, specifically a product line that I would like to update everybody on. There’s a little bit of tech.

Let’s dig in.

Denis Morton.

I have got to take a ride with him yet.

I, too, haven’t ridden with Denis Morton.

I have been trying to get my sleep schedule back from vacation.

You’re still on Mexican time.

I only was able to get up a couple of times this week, I’m ashamed to say, but I did do a little homework. This will shock you. Denis Morton is a hottie. That’s what I heard. All the women are texting me. They are messaging me and I was told that he is hot. Dreamy, I was told I would need a fire extinguisher when I met him. That’s what I know about Denis Morton.

He’s so hot, you’ll pick the seat off your bike. Is it too much?

Yes. I asked Lisa Carlson because she happened to tell me that she was doing a ride with Denis Morton. She said that they are good rides. It’s tough. He does get in and out of the saddle a lot because I’ve seen that comment a lot that there’s a lot of in and out of the saddle. I was wondering. She takes a lot of rides from different instructors.

Is he also telling the people to get on and off the bike?

Not on and off. I know you don’t ride, but I forget that you don’t know the jargon. This means you stand up and pedal.

I thought he was actually getting off the bike and just wandering around.

When they say getting in and out of the saddle a lot, it means standing up.

I was picturing him and he’s like, “I’m going to get a coffee. You guys keep pedaling.”

No, he doesn’t do that.

I was picturing him standing next to the bike with a cup of coffee like the boss on Office Space, “If you guys could just pedal a little faster, that’d be great.”

What’s going on here is there’s a different train of thought in the HR training world where you do a lot more seated. Steven Little taught us that when you ride seated, you have a lot more muscle engagement in your legs. That’s where all of the engagement is. When you stand, you’re making your core unstable. The idea is that the more you sit down on your rides, the stronger you will get faster because all that muscle engagement is focused on your legs rather than focused all over the rest of your body. There’ve been some comments that people have said Denis rides a lot out of the saddle, but from what I hear, there is a lot of out of saddle work, but it’s not constant up and down. It’s not dancy like there might be SoulCycle or something like that, but there is a lot of out of saddle work. That’s the official lowdown on Denis Morton.

Is there any sidesaddle riding like a special Downton Abbey ride?

I don’t think so. I’ve never seen any of the instructors do sidesaddle. It’s not a horse. It’s not a fair question. The seat, is that better?

I don’t know these things.

I forgot to mention that one of the big things that I wanted to talk about in the news is I got an HR Tribe update. It’s very good news. I chatted with Tom Lebel and he let me know that the HR Tribe has been officially adopted by Christine. She’s continuing to make sure that they have lots of heart rate training. I thought this was interesting. They gave Steven back the HR Tribe hashtag. They felt like it was his property, so they gave it back to him, which was nice. The HR Tribe is a good group of people. They’re not using it anymore. They officially said, “Steven, it’s yours to use. We’re not going to do that.” They’ve moved on and they’re in touch with him. All is well. Everything’s good with the tribe, everything’s good with Steven. They’re also able to take some training rides from Jennifer Jacobs, heart rate training, and a lot of people have started checking out the Matt Wilpers rides as well for Power Zone Training. I was surprised to see that the Heart Rate Tribe is still growing. They are over 2,300 people now. Congrats to the Heart Rate Tribe.

Speaking of Matt Wilpers, do you think he gets sad when everybody says, “Denis Morton is so hot?”

No, I don’t because I met his girlfriend or fiancé at the HRI and he’s doing okay for himself. She’s hot. She clearly thinks he’s hot. All is well.

The minute a customer leaves the door, you are part of Peloton’s life. Click To Tweet

If everyone’s running around seeing how hot this other guy is, you would think at some point he’s like, “What about me?”

I think everybody’s excited about training with him. The jury is still out on this one. We don’t have the buzz that we’ve got going with Matt Wilpers. I think he’s probably okay but I could be wrong.

People love him for his mind.

I get what you’re saying, but I think plenty of people think Matt Wilpers is attractive. Denis Morton is like the guy that’s on the cover of all those bromance novels. He’s that guy and Matt Wilpers is not that guy. He’s a good-looking guy but he’s not that guy and that’s okay because Matt Wilpers is good looking.

He’s like the boy next door.

He’s also the nicest guy ever.

He was our first guest when we were nothing, unlike the huge juggernaut we are now. When we’re like, “We have an idea.” He’s like, “Sure.” He took a chance on us and then he couldn’t have been nicer during the interview and we got to meet him in HRI. I get what you’re saying.

Ladies and 5% to 8% of men, you need to start talking about how hot Matt Wilpers is too. Don’t ruin a poor guy’s self-esteem.

I think that there are other things that people appreciate about Matt Wilpers besides his looks. Right now, a lot of what I hear about Denis Morton is based on his looks, which is not a bad thing in and of itself, but as my trainer, I would rather him have more things that I’m excited about than just his looks. Although, the looks are okay. I’m not upset.

What you’re saying is the next time you say, “Do I look okay in this outfit?” I should say, “You’re a very smart, intelligent woman.”

No, I’m not saying that. Just for that, I’m going to wear spike heels everywhere we go.

I’m short. I’m like a Shetland person.

I don’t know if you remember this, but a while back, Matt Wilpers’ line of clothing came out in the boutique. I was very excited and I got his bib things and I got the cool down pants. Check this out. I was never able to get any of his tanks and tees that said #Wilpered on them because they sold out so fast, but I bought a tank. I was like, “I’m not letting it sell out again.”

If you want to know what to do when things sell out, you should keep reading because Jill Foley talks about ways you can get things or be made aware of things that have sold out.

The Peloton blog got a facelift.

It did. Have you been?

No. I don’t get their emails because I don’t have a thing with them.

Do you see it on Facebook?

If it pops up, I see it. I did not notice it.

It came out. It was an email. I didn’t see it on Facebook. That’s why I wasn’t sure. It looks great. It’s beautiful. It’s a totally new design. They’ve got different categories broken out along the top. You can see the lifestyle, the instructors and the community. We may not end up on Peloton’s website, but I’ve got plans. It’s an awesome blog and it always was great, but now it looks totally different. It’s beautiful and very easy to navigate. I think people will enjoy the change.

Every week, we tend to have a different interview because it’s an easy way for us to not have to talk as much and it’s hard to believe, but we don’t love the sound of our voices that much. One of us doesn’t love the sound of his or her voice that much, so we have other people on. We are joined by none other than Jill Foley.

How are you doing?

We’re good. Why don’t you give us your exact title, position and duties at Peloton?

I am the Director of the boutique. I help run the team. It’s about four of us to buy, source, make the apparel that we sell online and sell in our showrooms. It’s all of our Peloton branded apparel. We work together to figure out how we want to put designs on it. It’s a lot of designing and marketing. It’s a lot of handling all the logistics of getting the products from our vendors to our warehouse and out to our stores and to our customers. I’m the director of all of that.

That sounds like a lot.

It’s a big job and I liked it. We’re growing our team slowly. As we grow, it gets a little more manageable.

That’s the first time I’ve heard the word growth and slowly associated with Peloton.

We are a small portion of the business. We don’t get all the resources of the rest of the company sometimes, so we do what we can.

TCO 15 | The Peloton Boutique

The Peloton Boutique: The boutique had to grow fast to keep up with the excitement of riders.


I personally love everything in the boutique. I could make it a full-time job shopping there.

I love it slightly less than she does, but for the same. I buy my comic books nerd stuff. We each turn a blind eye to the other person’s weaknesses in that regard, so it’s okay. What did you do before you did this? What was your path to this?

I’m a lawyer by trade and I was a lawyer for about ten years. I had a lot of exposure to business through my husband, John. When he started Peloton, he and the other founders knew that I was passionate about fitness. I’m a huge fitness junkie and I was passionate about fashion and I had a lot of exposure to business, so they brought me on to help do this apparel side of it. It’s a mix. I’m a lawyer by trade, combining my passions of fitness and fashion. I feel pretty honored to be here doing this.

You said you have the passion for the fitness, I hear in your voice you have the passion for what you do. It sounds like you love what you do.

John and I have always been into fitness. I ran cross country and did triathlons my whole life as did John. That’s how we came up with the bike because we were so addicted to fitness and we had our two children and it was hard to fit fitness in. That’s where he came up with the concept. It’s fun to work every day at a company centered around something we love so much. I get to do the fashion piece. I like it because I understand that it needs to be fashionable, but it needs to be functional. Working out as much as I do, you want to feel good, you want to feel good in it. I like trying to create that for everyone. There is nothing worse than putting on something that makes me feel bad or is uncomfortable. You don’t feel pretty, good, or athletic. I like to be able to try and create more of that for myself and for our riders.

When you guys started Peloton, did you always envision there being an apparel component or because of its explosion and popularity, was there just a sudden demand that you had scrambled to fill?

It’s a combination of both. When they brought me on, it was on a smaller scale. We knew we wanted to open the Chelsea studio with some apparel to offer to our riders coming in there. Some nice leggings and bras and tops and what we call post practice pieces. You throw off your sweaty tank and put on a nice comfy long-sleeve tee or sweatshirt. I knew we were going to open the studio with that. As we saw the demand for the apparel and as we open more stores, it started to make sense to put apparel in all the stores. We started doing that. After doing all the apparel and all the stores, we saw the demand and we had a lot of people calling in. “I don’t live near a showroom. How can I get the clothes if I don’t live near a showroom?” That’s when we built the online store. We did not expect for it to be such a big part of the company at this early stage in the company. We had to grow fast to keep up with the excitement of our riders, which was, by the way, the coolest feeling. I loved seeing the demand and then my team and I being nimble enough to try and get it to that demand. No, we did not foresee that it would be as big as it is now, but we’re glad to do it and we’re excited that we get the chance to do it.

You’ve got to be careful because if you don’t fill the void then you have bootleggers come in and they’ll do it for you.

It’s been tricky because I finally brought on a merchandise planner. She came over from Macy’s. She’s amazing. She’s helping us plan the lines so that we don’t sell out anymore so that we have the right amount of inventory and the right styles and the right sizes for everyone. We didn’t have that before. Now, I have someone studying past years of selling and helping us make sure we’re getting stuff to people that they want. The bootlegging, while I love that because I love the excitement around the brand. When we built this brand, we knew there would be some cool social networking because that’s what the leaderboard does and we created the Facebook page, but we didn’t foresee the relationships, the friendships, and the positive aspect of it that Peloton has created.

It’s been so lovely to see friendships bloom and people cheering each other on and the community being so strong and that the community is so strong, people are making their own stuff. I love that. It’s very flattering. It makes us proud. What’s tough about that is at the same time, we’re trying so hard to keep such a tight brand story. As we grow, we want to make sure our brand is tight and clear and you see something it’s Peloton, which is why we can’t allow all the bootlegging so to speak. What I try to do is stay nimble and I have certain vendors that I can make something fast with so I can give people, give our riders what I hear they want. We try to do that as best we can.

I’m sure it’s tough to keep up with the demand because everybody’s growing so fast. We were talking. I received my Peloton. The Facebook page at that point had 8,000 people. There are 36,000 people now. It’s crazy. How does the process work whenever you have the instructors have their own collections? Do you come to them and offer it or is it just you go through a cycle or is there more to it? How does that work?

It’s actually one of my favorite parts because I do run that. Part of it is we’ve got so many requests from riders. “I want what Robin is wearing. I want what Hannah is wearing.” That’s where I came up with the idea. I said, “Why don’t I just design an outfit? I can’t buy everything that the instructors are wearing and sell it.” Robin gets these niche brands that I can’t get access to sometimes. I was like, “Why don’t I design an outfit with each instructor which is them and we can do that?” We developed the program. The way that works is, for instance, we’re doing Ally Love’s right now. I said, “It’s so cute. I want every piece.” I said to Ally, “We’re going to start thinking about your outfit. Start thinking about exactly what you want to do and then we’re going to meet.” Four weeks later, she came to me with all of her ideas.

When I see the instructor’s ideas, I then know what vendor to go to. I have a vendor that can do exactly that. I have a vendor that printing capability or whatever. Now, I went to those vendors and Ally and I meet with them and we just work on structuring an outfit. We do fittings, we do samplings. Now the outfit is done. I’m having her think, “What’s your concept behind it? How do you want to market it? What’s the visual you want our marketing email to look like? What’s your energy here?” She’s telling me that and we’re going to go meet with the marketing team and the design team and do all the marketing material. It’s truly a collaborative effort from designing the outfit to the marketing of the outfit, to the messaging and everything. It’s a time for them to do something different than instructing. They get to have fun creating this line with us.

Out of curiosity, have you ever run into an instructor that doesn’t know what they want, that doesn’t have a vision?

The men, usually. The women know what they want. The women come in with a storyboard, a color story. I haven’t run into that with any of the women at all, not even with Jenn Sherman. She came in with a clear idea of what she wanted. She wanted to be rock and roll. She wanted her Tuesday tribe. It’s been pretty easy and clear. It’s more the men coming in, “What do you think? What should I do? Why don’t you tell me?” I’ve got to pull out from them what they want to convey about themselves to the riders. “What is it about you want to convey or what is your favorite look?” With Alex Toussaint, that’s what we did. Actually, that’s not fair. He came in and said, “I know I want to do my look good, do better.” He wanted to put that on something, but he didn’t know what else you wanted to do or what that’s something should be to put it on. We took what he likes to wear and did that.

I don’t think that I ever saw any of Alex’s stuff available. You were talking about planning and how you brought in a planner to figure out when you need more. I have a couple of questions that go with that. One is how do you decide to bring something back if it did sell out fast? Two, it seems like with the instructor lines in particular, once they’re gone, they seem to be gone. I don’t know if you guys do that on purpose or if it’s like we’re going to refresh that every once in a while. What are your thoughts on that?

Usually, when we decide to reorder something, it’s based basically on lead time. Can I get it fast enough while there is still demand for it? If a vendor can turn something around to me within four weeks, then I’ll do it. I will get it back on the site. Right now, we’re sold out a few key styles. You’re going to see them back online in about four weeks. If it’s longer than that, I don’t do it. I know our new line is going to drop six weeks after because we drop a new line almost every six weeks so by then, it won’t make sense for me to do the reorder. The lead times are a big influence. However, that being said, we got so many requests. I read everything that comes into [email protected] just because I want to keep my finger on the pulse of the business and make sure we’re taking care of everyone. We got so many requests for Robin’s tank again, Christine’s tank again, Alex’s shirt.

It’s funny you said that because we got so many requests for those instructor pieces, I brought them back even though it was eight week lead times, nine week lead times. We did bring those back. If I’m getting enough of our riders asking for something, we listen. That’s what we’re here for. I’m trying to make stuff that people want to wear and want to enjoy. As for the instructors, I did that with them. The ideas that we won’t restock unless there are a lot of requests because the instructors are all going to get to do this again. Jenn Sherman, she’s going to get to do another outfit with us again. As soon as I get through all of the instructors, then it’s time for Jen to go again. She was our first one. That’s why we don’t replenish because they’re going to get to design something again. The caveat to that is if we’re getting enough requests, for sure, we’ll make it again.

That makes sense. It also answers another question that I had. I was curious if you ever considered having a line of clothing that’s like an evergreen always available that has the instructors’ quotes, the key things they always say.

Yes, we have considered that. It’s funny you said that because you’ll see part of our holiday line, it’s a whole idea of this inspiration. Let’s start the year inspired, let’s get going and we’re using the quotes of the instructors. We’re developing that now. That’ll be a good program. I think that’s what people want. We’re going to put their signatures on stuff. We’re going to put quotes. I know I like that. I’m a home rider and I do 2 to 3 6:00 AM classes a week and the things they say are important to me. Robin will say something, they’ll be like, “That’s right, Joe. Stop thinking that negatively. Let’s think about how Robin is thinking about these things. I’d wear a shirt with a quote like that to remind myself.”

Have you ever thought about creating a wish list or something where somebody can mark it like, if that comes back and that way if you had enough people mark it, you would know we should bring that back?

We do have that feature. Maybe I need to make it more prominent on the site. I read those reports every Monday looking what’s being requested if it comes back in. It is there on the site. Maybe I need to look into making it more noticeable.

That might be a user error on our part. I might get so distracted by the shiny things I want.

That’s not that big. Email me if you go on the site and you don’t see it because I want to make sure people see it. I look at that report every Monday of what is being requested a lot.

Maybe if it sells out, you can have the buy button flip to a wish button.

I’ve got to make this clearer. I’m glad you pointed that out.

Have you ever spent time actually working within the boutique? It sounds like you do all the creative behind the scenes. I don’t know how you’d ever had time. I was curious.

No, I do. When we opened our first store in the Short Hills Mall back in October, November 2013, we worked in the store every weekend. We would work there and try and sell bikes. I got that experience. With our East Hampton store, I would work out of there a lot in the summers, which I loved, which was eye-opening for me to understand some of the issues our sales associates might face or how hard sometimes it is to pitch a customer on something. I have had that experience and it’s fun too. Talking with customers, sometimes you want to do a good job. It’s hard.

There's an automatic conversation that customers have when they come in the Peloton boutique, less so than at a traditional retail place. Click To Tweet

Do you happen to remember when you’re doing the store, the actual physical sales, when it’s that new, the first person that took the leap and said, “I’ll buy this thing even though it’s so untested at this point?”

I do remember that. It was so exciting. If you’re buying it, we get so excited. One of the questions we always used to get in the early days was, “What if you guys go out of business? What do I do with this bike after that?” We got that question all the time. Now, we don’t get that question anymore. That was fun. We’re not going anywhere.

I was thinking when you sell that very first bike and you’re either like, “That’s the start of a great thing or did we just screw this dude?”

That’s the weird thing about our business is that we’re not just selling a bike. You leave and we’re saying, “Goodbye. We don’t care about you anymore.” We care a lot about it. You are now part of our community. We need to keep you engaged, happy and entertained, and we’ve got to make it interesting. It was such an interesting business in that way. The minute you leave the door, you’re part of our lives forever, so to speak. You’re right. The customer leaves, we got to do good by them. We’ve got to make sure we’re giving them a great product with great new features, great apparel. Definitely, that’s at the forefront of our minds.

I see on Facebook and stuff, the people that haven’t bought yet get a little sticker shock about the monthly fee. I understand that to one degree, but I think of what a lot of times people don’t realize is that also incentivizes Peloton because you guys want to keep your business. You want to keep that monthly fee rolling in. You’ve got skin in the game. You’re not there to just sell a bike. You also need to keep them involved. It incentivizes you guys to continue to have a great product.

To make sure that the coaches are doing their best. I’ve got to make sure my team is doing its best. Everyone feels that here, which is what makes working here pretty exciting. Pressure is a negative word, but it is the real-time pressure to keep giving and creating a good product.

You guys are hitting that one out of the park. When you worked in the boutique, did people come in looking for specific items that they had seen maybe at another store? Since you do drop a new clothing line pretty often, were they looking for things?

To be honest now because the brand has gotten so strong, they’re looking for things that have the Peloton logo on it. The way I started to boutique was, I used to have about 50% was Peloton branded and the rest was not branded because we wanted it to be this boutique type of thing. That was the concept, like an Equinox. As time went on, I noticed that no one was buying the stuff that didn’t have Peloton on it. Now if you go into a store, it’s 100% Peloton brand, except our Chelsea store. That still has some of the specialty items and Westchester and some of our bigger stores. Generally now, people are coming in because they want something with Peloton on it and that’s been fun to watch our business evolve that way.

I think it’s funny how many of the “problems” that you deal with are good problems. Like, “We didn’t think we’d be selling clothes quite this quickly, but what are you going to do?” “We had these things to sell, but anything that didn’t have our branding on got thrown away.”

We had to sell it on sale or samples. You’d have a fire sale for it. It’s been interesting. I bought the summer line thinking, “I hope I didn’t buy too much. That seems like so many units.” Now we’re already selling out. My merch planner is scratching her head, thinking, “We’ve got to buy more for fall.” If we went out at fall, I’m going to be shot.

That sounds like a challenge. This community can rise to that challenge.

I know a lot of ways you’re like the job interview equivalent of, “I think my greatest weakness is I care too much,” except in your case, it’s true.

We’re listening to our customers and trying to give what they want. Sizing has been an issue, so we’re trying to make sure we have a nice variety of sizes for both men and women. That’s why I read every boutique at Peloton Cycle email that comes in from the site so I can make sure we’re staying on top of the needs.

At Peloton, you guys listen to everything from every direction. I constantly see things being answered on Facebook. I see requests being answered by having new features and obviously, you’re doing the same with clothing. It’s wonderful that you guys listen to the community the way that you do. It’s unique. It’s one of many things that pull the community together and make it such a wonderful brand.

It is special. John, one of his favorite things to say is that we truly are one of the first interactive media companies. We are a media company. We’re streaming live television thirteen hours a day or something like that. We can interact with our audience. We can say, “Crystal, speed up,” or “You’re doing great on that hill.” We can interact with you through the camera, through that fourth wall. That’s so unique. That’s one of the pillars of our company. We want to do that in every respect, which is why I like to respond to be nimble with the apparel, which is why the marketing team likes to respond on Facebook. That’s part of what we’re striving for. I’m glad that you feel that. I’m glad that it’s coming through.

I’m totally counting that as I just got a shout-out from Jill Foley.

I get so excited when I get a shout-out where they’re like, “Jill, how are you doing?” I’m so excited. You can’t fight the feeling of excitement.

Will you tell us your leaderboard name?

It’s so boring. I’m Jill F. It’s really creative.

You were in from the early days.

That was it. It was because that was when I was testing the bike back in the day when we were building the prototype, it was like, “Jill F.” I didn’t think of anything cute.

Is it easier or better for riders to order online or in person? What is the best from a rider experience and what’s the best from a Peloton’s preference?

It’s either. I want customers getting it anywhere they can. I buy online a lot because I’m testing. I want to make sure the warehouse is wrapping it nicely and stuff. That’s always a good experience. The problem is you can’t try it on. It’s fun to go into the stores and feel everything and be able to try on. We try and keep the selection consistent. Online is our broadest selection. Our bigger stores like Chelsea and Westchester and Short Hills, they will have that full selection. As the stores get smaller, you’re not going to see the full selection. Our merchant planner is studying what colors, sizes, styles do best in each store. We’re often sending Boca something a little different than we’re sending Manhasset.

We study what people are gravitating towards at each store. We’re getting better at that each season as we have more data and as our merchant planner is able to focus on it. Not all stores have the whole selection. That’s a lesser experience but hopefully, it’s the selection we think they like. We’re going to be doing a lot of promotions to drive people to stores because the stores do move the products slower than online. When we launch online, we sell a lot fast. We’re trying to get people to also go to the store. There will be some fun promotions in the stores this summer, like free flip flops with a purchase and that thing. In that sense, the store experience is going to start getting more fun too.

Store exclusive, perhaps?

Exactly. The flip flops are store exclusive. You could only get them if you go to a retail store. There will be other little exclusives like that as well.

My wife is going to make me fly to Santa Monica to get a pair of flip flops.

You could go to our Century City store.

TCO 15 | The Peloton Boutique

The Peloton Boutique: Peloton is an interactive media company.


We’re at Century City. Which one’s that?

Our Century City store is the other big mall in Los Angeles, east of the 405.

We’re in St. Louis, Missouri. The closest one for me would be Chicago probably.

We’re going to have a second one there too, I think in Skokie. We’re looking at that market. It’s exciting.

The way some people want to go to all the baseball stadiums, that’s how she is with Pelotons.

We love that. We get so many home riders coming into the studio here. It’s so great to see it and see the cameras and see what the instructors look like in real life and it’s fun.

I noticed that you guys have a little traveling Peloton going around the United States. Is there any merchandise available at any of those travel sites?

No, they’re not. We’re not offering any merchandise in those.

I’m curious because I know that they were small, but I didn’t know if that was like you could also get a thing.

No, unfortunately that didn’t happen yet. You never know.

I know you said that you were a lawyer by trade. Did you ever work in any other retail settings to compare what it’s like in your boutique?

I’m ashamed to say I only worked in retail three days when I was in college at Abercrombie & Fitch, only so that I could get the 50% off of the apparel. A couple of college friends and I went and did that. We worked there for three days, got 50% off, a lot of clothes and then quit. I do not have much experience but I spend a lot of time with our current retail team. We say it’s so hard to manage field teams, but we do a very good job. Every Tuesday we have a huge sales call. Everyone gets on video so we can stay connected. There’s a lot of communication, maybe some over-communication. It’s very transparent. We feel connected and the retail team is excited. They know the product is selling is good. They know it’s an asset to people’s lives, helping them be healthier and happier. When you’re selling a product like that, it’s something it does inside of you as opposed to selling any old widget. I feel like it’s a good retail experience when I spend time in the stores. Everyone seems happy and there’s positivity. It’s nice. It’s good.

I would think that the energy from the customers would be different than a traditional retail setting as well. Is that true?

That’s absolutely true. They are excited. In your living room every day or wherever your bike is. Sometimes you want a little bit more connection than that. That’s what the retail stores can be and they get to know their retail store or sales associates. They want to come in and see what new apparel there is. There definitely is a fun experience because there’s a little bit of an emotional-psychological connection. With your instructors saying things and you’re having your own spiritual journey on the bike, then if you go into the Gap, you’re not having some connection with the Gap or a Ritzy or whatever it might be. We do see that level of excitement. People want to talk about their bikes. It’s so fun. People want to come in and talk about their favorite instructor and maybe get some more tips, “Who else should I try?” There’s an automatic conversation that we can have with our customers when they come in, less so than at a traditional retail place.

You guys, in your own way, are building your in-house celebrities. There’s that element of it that people are excited to see the instructors or whatnot in a way that’s like the Gap, as you said. They can never provide that.

They are becoming celebrities because you look at them on a screen all day. It’s like a TV actor. John’s cousin has a bike. She came in and I took her to a Robin class and she got all flustered when she met Robin. I was like, “What is wrong with you?” She was all flustered and she was like, “My hands are shaking.” I’m like, “This is interesting.” She’s like, “That was weird.” When we left, she’s like, “I was so overcome by emotion because I see Robin every day and I listen to her and a lot of things she says helps me in my life. Just seeing her, I got star struck.” That was so eye-opening for me.

You’re like, “It’s just some lady I work with.”

You realize at that point we are in people’s lives in a meaningful way sometimes.

It was. The entire time we walked around at the cocktail party at the last HRI, I couldn’t say anything to any of them. I took my picture with them.

I was the opposite because I don’t ride the bike because I’m lazy. I went to HRI and was like, “I’ll take your picture with that person.” She’s like geeking out and I’m like, “Whoever that is, sure. Click.”

I get it though. They’re on TV essentially. It gets that celebrity feeling.

It’s interesting that I’m going to abuse my communications degree here for a moment. Marshall McLuhan talked about hot media versus cold media and radio, which he considered hot media because you had to use more of your head when you use it. You had imagined. You ended up being more engaged with the radio. This was before radio was nothing but music. They were telling me stories. You had to be engaged with radio stories in a way that you weren’t with television. Television was considered cold. I almost feel Peloton flips the script on that because it’s television but you are engaged with it in a way that somebody like Marshall McLuhan, who coined the phrase global village, in a way that he could’ve never envisioned. You’re literally interacting with your television and you’re engaged psychologically in a way with it that you would never be with traditional television.

I’m going to use that one. I’m going to share that one with John.

I’ll type it all up for you. It’s like, “I finally got to use something from my mass communications degree. How about that?”

That is very interesting and it’s a good point.

I might be the first person ever to utilize their mass communication degree. I think that’s all the questions we have for you. Do you have a Twitter handle or an Instagram or something like that, you would like to plug here?

No, I don’t have any of that. Come to the boutique website and check it out. It’s all I have to plug.

If they want to find you on the leaderboard, it’s Jill F, as you revealed. It’s funny how the people with those sorts of leaderboard names are like, “They’re so boring.” Everybody says that but at the same time, it’s almost like a cool vanity play because you had to be so early in to get one like that. It’s almost like saying, “My email address is [email protected]” Who has that? Not me. Thank you so much for taking the time to join us.

There is nothing worse than putting on something that makes you feel bad or uncomfortable. Click To Tweet

It is my pleasure. Thank you for taking an interest and interviewing me.

You’re very welcome. Also, thanks to everybody at Peloton for being so supportive and letting us have instructors and people like you on.

We think it’s fantastic. I’m excited.

Thanks, guys. It’s lovely talking to you.

If you do come to any open houses or anything like that, let me know. I want to make sure I can meet you in person.

That is so nice. Thank you. We will definitely do that.

Jill Foley is a big deal. There’s no way she gave us a recipe.

She gave us two. It’s like a one and a half. It’s a variation.

Is it like a doughnut covered in ice cream?

She went totally healthy.

We need to after Chris Merrill.

We had Sophia after him.

Chris Merrill is like, “You start with a bucket of lard and then you put in some ice cream sprinkles and drink it through a chocolate straw.”

You two on the Facebook feed and then Lisa Carlson and Jackie jumped in. You guys were killing me. That was my favorite thread on the internet. I loved it. It was very entertaining. For anybody that doesn’t know what I’m talking about, you should totally join The Clip Out Group because you are missing out.

These are the things you’re missing. All these witticisms that you get once a week, they could just happen at any time in The Clip Out group on Facebook.

It was great. Back to Jill Foley’s recipes, they do a lot of smoothies in the morning because they are very busy people. I get the impression they keep it pretty real.

Back to Jill Foley’s recipe.

They love smoothies and because they make a lot of smoothies, they use powders. She gave us two powders, Green Vibrance and PB2. She has two go-to smoothies. If she needs a little bit of an extra pick me up after a ride, she starts with coffee and then she adds a frozen banana, almond milk and a scoop of the PB2 protein powder and then adds some ice and blend away. She had another smoothie and I figured I would go ahead and do both. If you have just nutrition after a ride, you’re focused more on that than a pick me up, she suggests almond milk, a scoop of the Green Vibrance, also the frozen banana and a cup of frozen berries or pineapple. You add some ice and blend away.

I say that it’s awesome that she shared a recipe and not that it is awesome and I will eat or drink it.

There was fruit, there were coffee and milk. Nothing here is for you.

I will do chocolate milk. That’s about it. That was very nice of her to do not one but two recipes. I know she’s a busy lady.

She’s been very delightful throughout the process. I was so happy that she did that awesome interview with us.

If you want to find that recipe, we will post it on our Facebook page Facebook.com/theclipout, both of them.

If you want to find this, you can do that at the aforementioned Facebook.com/theclipout. You can also join The Clip Out Group where you can post things a little bit easier for other Clip Out readers to see more readily. You can also find us on iTunes, rate, review and subscribe. If you’re an Android user, we don’t talk about this bunch because we figure if you’re an Android user, you already know how to do this stuff. You can get this one a whole lot of places, whether that be Stitcher or Google Play. I don’t think we’re on the iHeart app yet, but we’re on TuneIn. We’re in all sorts of places. We’re on pretty much all of them. If you find one that we’re not on, just shoot us a message to the Facebook page and I will do my best to rectify that. Who will we be talking to next time?

It will be Kristy Carruba.

What are we going to be talking to her about?

We are going to talk to her about her journey to Peloton, but we will also talk to her about all of the fantastic things happening over at the JSS Tribe. She’s one of the admins for the JSS Tribe.

She’s got all the scoop. I can’t wait.

TCO 15 | The Peloton Boutique

The Peloton Boutique: Pressure is a negative word, but it is the real-time pressure to keep giving and creating a good product.


For those of you that asked, you shall receive.

That’s it for this episode. Thank you for tuning in. Until next time.

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