LSN : News : Peloton enters the world of gamified fitness

The brand turning ocean plastics into sex toys

Ohhcean by Sinful, Denmark

Denmark – Ohhcean is a line of sex toys made from recycled plastics created by Scandinavian brand Sinful. Tackling the sex toy industry’s dependency on unsustainable materials, the collection is made of repurposed plastics found in Southeast Asian oceans.

To create the collection, which comprises a wand and two vibrators, Sinful collaborated with Tide, a Swiss manufacturing company that converts plastic waste into items. By partnering with local fishermen, Tide collects thermoplastic polyethylene terephthalate (PET) plastic from the shorelines of Thailand's seas, streams and lakes. Ensuring that every step of the production process is sustainable – not just the manufacturing – the line was created entirely on renewable energy.

As product designers continue to rethink the potential of plastic, there is scope to reimagine the afterlife of waste. ‘The question was how to take something that already exists and put it to new use? The answer for us, at this moment, was ocean-bound plastic – we want to focus on different ways to approach production and think in new ways concerning material,’ explains Mathilde Mackowski, co-owner of Sinful.

Strategic opportunity

When it comes to ensuring sustainability, it's not just about repurposing materials. Companies must consider using renewable energy to fuel the recycling process

Peloton enters the world of gamified fitness

Peloto Lanebreak, UK

Peloton Lanebreak, UK

New York – Combining animation, music and interactive prompts into an engaging workout, Peloton Lanebreak is the cult company's first foray into gamified fitness.

Lanebreak is a rhythm-based cardio experience that mimics a video game, complete with a virtual wheel, a floating racetrack and a dynamic music mix. Riders are challenged to choose a level and maintain the resistance required to achieve high scores. By sliding the resistance knob left or right, riders can even ‘switch lanes’ to gain extra points, adding a competitive element to the activity.

With exclusive tracks by the likes of St Vincent, DJ Honey Dijon and TokiMonsta, music is central to the fitness experience. ‘Members can choose levels based on genre or artist and each level is individually designed to follow the flow of the music and goal of the workout,’ explains David Packles, senior director of product management at Peloton.

While Exertainment has been threatening to hit the mainstream for years, Peloton shows how, by combining exclusive music with gaming, it can maintain an edge in an increasingly saturated sector.

Strategic opportunity

Fitness entertainment is becoming more sophisticated. To attract new consumers, consider offering unique content, such as podcasts, shows or music

European city is confronting sound pollution

Paris – Known as one of Europe's noisiest cities, Paris is introducing a noise radar as part of its plan to fine loud motorcycles and other vehicles.

The device, which is mounted on a street lamppost in Paris’s 20th district, can monitor the noise intensity of passing vehicles and identify their licence plates. If the radar can reliably identify the registration numbers of motorcycles and cars, it will gain formal approval to fine drivers from the French authorities by the end of 2022.

‘Too much noise makes people sick. For our health and quality of life… this first sound radar’s aim is to automatically issue fines for vehicles that make too much noise,’ explains David Belliard, the deputy mayor of Paris.

As the harmful health impacts of noise pollution become increasingly apparent, we can expect to see silence become ever-more of a luxury resource.

Autonomous vehicle by PriestmanGoode for Dromos Technologies, London

Strategic opportunity

When it comes to creating peaceful work environments, companies shouldn’t overlook the importance of sound. Consider adding sound baths or silent areas to your roster of health benefits

Stat: Gen Z are demanding gender-fluid fashion

Photography by CottonBro

Brands are falling behind demand as younger generations try and fail to find more gender-neutral fashion options. According to a study by student discount site UNiDAYS, 61% of Generation Z believe that the mainstream fashion industry overlooks minorities, including trans and non-binary people.

What's more, just 31% of British Gen Z believe that businesses are successfully using inclusive and diverse representation in marketing, and more than half of this group (56%) said that brands often come across as tokenistic, highlighting the ongoing need for more gender non-conforming people working behind the scenes when it comes to fashion marketing.

Those who react to this demand will find a more loyal customer base, as 49% of students are more inclined to buy from brands that promote gender representation and diversity in their marketing and advertising.

To see why bringing men and boys into the gender-fluid fashion conversation is as – if not more – vital than women, read our microtrend on Girlswear for Boys.

Strategic opportunity

Consumers are disappointed by brands' gender-neutral efforts. Create a safe community for your customers to feed back on how your business is failing to meet their expectations