Executive Briefing
Peloton for everyone?
Questions from a big relaunch. Also: Lessons from Duolingo’s TikTok success, and more.
By Dan Frommer on Friday, May 26, 2023 at 8:00 am
Peloton, which is attempting a massive comeback, made some changes this week: A relaunched brand look and campaign — the work of its new CMO Leslie Berland, who previously worked at Twitter and Amex — and an updated pricing structure for its digital fitness app, which the company is hoping will be a key part of its future.
The big picture is that Peloton, under newish CEO Barry McCarthy — formerly the CFO of Spotify and Netflix — is trying to be a different company than it was in the early pandemic years, when demand for its connected bikes skyrocketed, then crashed, and the company lost control of its finances.
Instead of its iconic bikes (and newer treadmills and rowing machines) the idea is to refocus on Peloton’s content service — which happens to be much higher margin — as its key value proposition.
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