Executive Briefing

Peloton for everyone?

Questions from a big relaunch. Also: Lessons from Duolingo’s TikTok success, and more.

Peloton commercial screenshot
Screenshot

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.

The New Consumer Executive Briefing is exclusive to members — join now to unlock this 1,300-word post and the entire archive. Subscribers should sign in here to continue reading.

Dan Frommer

Hi, I’m Dan Frommer and this is The New Consumer, a publication about how and why people spend their time and money.

I’m a longtime tech and business journalist, and I’m excited to focus my attention on how technology continues to profoundly change how things are created, experienced, bought, and sold. The New Consumer is supported entirely by your membership — join now to receive my reporting, analysis, and commentary directly in your inbox, via my member-exclusive newsletter. Thanks in advance.

Join: $60 / Quarter Join: $200 / Year More Options