Amazon denies connection to Echelon Fitness’ ‘Prime Bike’

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Smart Health: I Tried the Echelon Reflect Fitness Mirror

Name Lauren Del Turco

Age 26

Why I Tried It To fit in more workouts without having to go to the gym

Exercise has been a major part of my life since joining the swim team in middle school. In the years since, I’ve trained for and completed a triathlon, gotten hooked on home workout DVDs, tried my hand at bodybuilding, and dabbled in CrossFit.

Not hesitant to try a new way to work out, when I came across the Echelon Reflect interactive fitness mirror, I was intrigued. The concept: These mountable mirrors allow you to browse through a variety of workouts, select which one you’d like to do, and then follow along with the trainer — all while watching your reflection.

What Is the Echelon Reflect?

Echelon offers two mountable fitness mirrors: the Reflect 40” and the Reflect 50” Touch. The one I tried is exactly what it sounds

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Amazon Tells Echelon To Stop Linking Bike To Prime

Echelon Fitness is finding itself in hot water with Amazon over Echelon’s new “EX-Prime Smart Connected Bike,” which it claims was developed “in collaboration with Amazon.” The bike lists for $500, well below roughly $2,000 that Peloton’s popular connected bikes cost.

The only problem? “This bike is not an Amazon product or related to Amazon Prime,” an Amazon spokeswoman wrote in a statement to Bloomberg. “Echelon does not have a formal partnership with Amazon. We are working with Echelon to clarify this in its communications, stop the sale of the product and change the product branding.”

Echelon had released no comment on the matter at last check, although Bloomberg said the bike was no longer listed for sale on the Amazon Web site. And as of Wednesday (Sept. 23), the company’s original press release announcing the bike was no longer available online, according

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Amazon Stops Sale Of ‘Prime Bike,’ Distances Itself From Fitness Company Echelon


Hours after launching a $499 exercise bike billed as a partnership between Amazon and fitness company Echelon, Amazon stopped selling the product and said the bike “is not an Amazon product or related to Amazon Prime.”

Key Facts

According a press announcement released by Echelon on Tuesday, the so-called “Prime Bike” was “developed in collaboration with Amazon” and offers Prime members a 30-day free trial for Echelon’s connected fitness app.

The announcement, which has since been deleted, generated buzz because it described the bike as Amazon’s first foray into connected exercise equipment, , though some media outlets called it a “Peloton knockoff.”

But hours after the original announcement Tuesday night, Amazon updated the product page by listing the bike as “currently unavailable” and scrubbed any mention of a partnership with Amazon.

“This bike is not an Amazon product or related to Amazon Prime. Echelon does

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Amazon Just Launched the Echelon Ex-Prime Fitness Bike

Even the most die-hard Peloton fan has to admit: its connected spin bikes are pricey. They may be the top-of-the-line choice for dedicated home gym fanatics (as our Fitness Director Ebenzer Samuel argued in his review of the newly released, $2,495 Peloton Bike+), but not everyone is ready to drop nearly two grand on an exercise bike, no matter how many bells and whistles it has.

In other words, there’s a market opportunity here. And if there’s thing world-conquering retail behemoth Amazon is good at, it’s capitalizing on market opportunities. That explains why the company has partnered with Echelon Fitness to develop its own connected exercise bike—and sell it for just $500.

Okay—looking at that nearly $2000 price difference, the first question has to be what kind of trade-offs Amazon and Echelon have made. Presumably even Amazon’s corporate might can’t squeeze that kind of money out of its suppliers. The

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