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They’re so sought-after, in fact, that some now have their own agents and earn a sizable portion of their income through endorsement deals and partnerships, appearing in traditional advertising and posting sponsored content. Having built considerable followings on social media, they’ve also become influencers, able to drive fans who admire their lifestyle to buy the items they’re hawking. But these days, that’s just the baseline. These instructors may film eight Peloton classes a week and spend hours planning workouts, creating playlists, and writing scripts for future sessions. “I can get a little impatient if I’m doing the exact same thing every day.” “I’ve opted into the slash generation,” she says, referring to the phenomenon of millennials with multiple income streams. She recently spent time in London hosting an upcoming Netflix dance competition. She’s also built her own brand, and fans can purchase $25 socks or $78 sweatpants with the Love Squad logo on her website. She has partnered with Nissan, NARS, and massage-device maker Therabody. Love, a former dancer, was already working with both the Nets and Adidas when she joined Peloton as a cycling instructor in 2016, but since then, her opportunities have grown significantly. Even after the game resumed, they kept hovering around her. Love, one of Peloton’s most popular instructors, flashed a smile at the group and made a gesture suggesting they could huddle in the stands as she introduced a breakdancing team. These women were hoping to take a picture with Ally Love, the team’s in-arena host. John Legend and Chrissy Teigen were there, sitting in prime seats, but the couple wasn’t their target. During halftime at a Brooklyn Nets game in December, a cluster of 20- and 30-something women made a beeline for the court.