But it’s also more intimate and personalized than a spin class. The company produces more than a dozen classes every day in a variety of lengths, tailored to every workout style. The instructors are shot close up, and they often shout out the names and accomplishments of home riders, as if they are cheering you on directly. The bond between rider and instructor runs so deep that Peloton’s instructors have become the sort of social media celebrities who are instantly mobbed on the street.

“When you have the endorphins flowing and you’re in people’s homes three to seven times a week, there’s a real familiarity that builds up — and so, yeah, it’s a little interesting when people stop me at the supermarket to say hi,” said Robin Arzon, Peloton’s vice president for fitness programming and its chief instructor.

If this sounds over-the-top, you’re right: The Peloton cult is real.

That annoying friend who can’t shut up about how SoulCycle is her church? Peloton groupies are kind of like that, only more insistent, because they also point out how convenient it is — you can Peloton at any time without prebooking, without commuting, in any clothes you want. They are also likely to argue they are saving money, too: If you ride three times a week for a year, you’ll pay about $16 per Peloton workout in your first year, cheaper than classes at many fitness studios.