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.

This case was prepared for inclusion in SAGE Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

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