Peloton's Safety Issues


Months after learning of safety concerns related to the Peloton treadmill, Tread+, Peloton issued a product recall. This case covers Peloton’s initial reactions to the safety concerns, subsequent product recall, and brand position in the months after the recall. Students are asked to evaluate Peloton’s reaction to the safety concerns, and to brainstorm what the company should do moving forward to ensure that they are positioned in a desirable way.

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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