Peloton: 'It's borderline addiction' bbc.com

Joanna Sim is a self-confessed member of the Peloton cult. She gets up at 05:00 for the company's classes. She writes about them on her blog for working parents.

She doesn't just like Peloton, she says, she loves it.

"It's almost borderline addiction at this point," she says. Now she's planning to invest.

The company, which sells tech-enhanced exercise equipment tied to streaming fitness classes, will debut its shares on the Nasdaq stock exchange on Thursday, at a starting price of $29 apiece.