Abstract

Peloton became a household name in fitness equipment when the pandemic led to skyrocketing sales as consumers were shut out of gyms and left to continue their exercise regimens at home. But as the effects of the pandemic ease, the company is facing continuing losses quarter after quarter, proving that the burst of growth at the start of the pandemic was only a short-term boon for Peloton. Now, the company is faced with the challenging task of revitalizing business for the long-term through a new strategic plan that includes a re-sale program for previously owned bikes. This case covers Peloton’s recent struggles and asks students to discuss how the company can position itself for long-term success.

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