I’m fascinated by the recent explosion of smart gyms. Recently, there have been several articles written about Peloton, Classpass, and a host of other entrants into the smart gym space.

This should come as no surprise to retailers as today’s consumer is all-powerful, selecting winners and losers with a simple swipe to, or away from, a retailer. They use their smartphone as their personal mission control center, firing instructions from their device as they dictate the terms and conditions they require.

Consumers demand shared control of the process; consider Uber or Netflix. In both cases, the consumer selects what they want and when they want it, from the convenience of their phone. Peloton has capitalized on this. They provide users the ability to select the instructor, the length and intensity of the class, the genre of the music, and the time they would like to take it. Frankly, it is brilliant.

Today’s all-powerful and all-knowing consumer presents many opportunities and a few challenges for today’s retailers. It is indeed an incredible time to be in business. As a side note, I am sorry to see Jennifer Jacobs leave Peloton. She was one of the very best instructors and had a cult-like following. People matter.