(Reuters] -Peloton Interactive Inc raised the monthly cost for on-demand content in U.S.A. and Canada, after eight years. It also reduced the prices for Bike+, Bike+, and Tread machines across all markets. This was announced by the maker of exercise equipment on Thursday.

Peloton’s subscription plans will cost $44 per monthly in America, up from $39 in Canada, while it will be $55 per per month in Canada, according to a blog post.

Peloton stated that the pricing for international members will not change.

Blackwells Capital which holds nearly 5% shares of Peloton said that the company has not fulfilled its promises and too many insiders continue to have control over it’s moves.

Peloton shares surged as high as 66% but then reversed their course to trade at 1.3%