What is Aviron's strategy for balancing an open ecosystem versus a Peloton-style walled garden?

There's a lot of benefits to both. The biggest advantage of a Peloton is it's not broad, but it's very deep. That one experience is an amazing experience. That's very valuable to people who are new to the sport or the exercise, where you can go in and there's just so much. As a beginner, you can start real slow and there's content that's catered towards you, then as you progress, you get deeper and deeper.

Aviron is very broad, and you can compare our experience to gaming systems and we intentionally designed it this way. If I get on my Aviron machine or my Nintendo or PlayStation, every day can be different. Do I have an hour to play or do I have 30 minutes to play? If I have 30 minutes, do I want to do something that's very high intensity? Or do I want to do something that is low intensity and relaxed? That's how we approach it. It’s based on providing consumers an alternative way of getting motivated and staying engaged then the class driven approach that’s currently dominating the market, but does not appeal to all. 

Our variety approach is also backed by the data. When we first came out with our product, we were heavily focused on games as the differentiator and core of our business. But as we looked at the data and started adding on different types of content we found that customers really enjoy the variety. They enjoy the fact that there are short workouts, long workouts, high resistance, and low resistance, and games and streaming and group workouts etc.

Instead of just focusing on one area, we decided to take the approach of a video game system and have a very broad approach, a wide array of different options. And for us that’s yielded very good results along with a fanatical community that raves about the product.