Peloton Blocks Users From Using #LetsGoBrandon Hashtag

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Peloton is easily one of the most popular, if not the most popular, at-home fitness companies in the market right now. Many thousands of users worldwide use their connected bikes and treadmills, which have large screens enabling the users to participate in live classes with a variety of instructors or to stream classes from their on-demand library.

In September, an NBC reporter “misheard” chants of “F**k Joe Biden!” at the NASCAR Xfinity Series race at Talladega as “Let’s go, Brandon!” As a result, the phrase went from a viral social media meme to a chart-topping song on iTunes. It’s on shirts, bumper stickers, and face masks and has made its way into the House chamber. But if you’re a Peloton user, you can’t use “Let’s Go Brandon” as a hashtag.

Recently, with the rise of the “Let’s Go Brandon” as a cultural phenomenon, Peloton members started adding the tag #LetsGoBrandon to their profiles. But, as the tag got more popular, Peloton quickly banned the use of the tag, removing them from users’ profiles.

Peloton introduced tags in 2020 to “provide a more robust way for our Members to connect with one another through shared interests or identity.” According to Peloton, this would make “the in and out of class experience feel more personal and relevant.” Users can create their own tags or select existing tags to connect with the Peloton community and even take a class with a group filtered by tag.

Peloton says the feature was “inspired by the sub-communities that came together online as a result of Members connecting over shared interests,” everything from an alma mater to their favorite instructor or sports team. Anything. “With Tags, Members can represent not only their Leaderboard name but also the many facets of their identity.”

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However, while #BlackLivesMatter is allowed (and has over 268,000 members), #AllLivesMatter has been banned. #DefundThePolice is permitted and has over 200 members.

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