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How Peloton Spun Out

Pandemic darling stumbles as demand fades, management missteps mount.

Branding Entrepreneurship Ethics Retail, Marketing and Advertising Food & Drink Product Development Product Distribution Chapter 1 Taking Risks & Making Profits Chapter 4 Ethics & Social Responsibility Chapter 6 Entrepreneurship Chapter 13 Marketing Chapter 14 Product & Price Chapter 15 Distribution Chapter 16 Place & Promotion Video Blog Understanding Business Higher Education

For years the home workout company Peloton promised customers that it provided more than just a stationary bicycle–it was a way of life. But while Peloton thrived during the height of the pandemic as people stayed indoors, the video below shows how this once promising brand collapsed due to falling demand and mismanagement. 

Questions:

  1. What sort of customers did Peloton initially market its product to? How did this change over time?
  2. How did the pandemic benefit Peloton, and why did the company collapse after many businesses reopened?
Author: NickelsMcHughMcHugh