PELOTON WANTS TO BE MORE THAN A PANDEMIC FAD
Bloomberg Businessweek|January 25, 2021
In March, a couple of weeks after sweeping stay-at-home orders had brought much of the U.S. to a halt, William Lynch says he realized Peloton Interactive Inc. would fare really well in the year of the pandemic.
Anders Melin and Jack Pitcher
PELOTON WANTS TO BE MORE THAN A PANDEMIC FAD

Orders were flooding in from areas under lockdown at such a rate that Peloton halted all its marketing in the U.S. The customers kept coming. Covid-19 “changed everything for Peloton,” says Lynch, the former Barnes & Noble Inc. chief executive who’s been the company’s president since 2017. “We saw what was already a rapidly growing business just explode.”

It’s awkward: booming growth while the novel coronavirus has ravaged families and caused economic upheaval. But Lynch says a broad shift to at-home workouts, which underpins Peloton’s whole business model, was under way well before 2020; the pandemic just sped it up. Now he and his colleagues are working to convince the world that Peloton’s momentum will continue once the virus eventually subsides.

Last year the company introduced a new bike and cut the price of its old model by 15% to $1,895 (not including the $39-a-month membership). It introduced programs tailored to people who don’t have free weights or a Peloton bike, like barre and dance cardio, and added classes for pandemic-sheltering families with kids. And it’s making a big push to sell treadmills, because there are far more runners than cyclists in the world.

Denne historien er fra January 25, 2021-utgaven av Bloomberg Businessweek.

Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.

Denne historien er fra January 25, 2021-utgaven av Bloomberg Businessweek.

Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.

FLERE HISTORIER FRA BLOOMBERG BUSINESSWEEKSe alt
Instagram's Founders Say It's Time for a New Social App
Bloomberg Businessweek US

Instagram's Founders Say It's Time for a New Social App

The rise of AI and the fall of Twitter could create opportunities for upstarts

time-read
4 mins  |
March 13, 2023
Running in Circles
Bloomberg Businessweek US

Running in Circles

A subscription running shoe program aims to fight footwear waste

time-read
3 mins  |
March 20 - 27, 2023
What I Learned Working at a Hawaiien Mega-Resort
Bloomberg Businessweek US

What I Learned Working at a Hawaiien Mega-Resort

Nine wild secrets from the staff at Turtle Bay, who have to manage everyone from haughty honeymooners to go-go-dancing golfers.

time-read
10 mins  |
March 20 - 27, 2023
How Noma Will Blossom In Kyoto
Bloomberg Businessweek US

How Noma Will Blossom In Kyoto

The best restaurant in the world just began its second pop-up in Japan. Here's what's cooking

time-read
3 mins  |
March 20 - 27, 2023
The Last-Mover Problem
Bloomberg Businessweek US

The Last-Mover Problem

A startup called Sennder is trying to bring an extremely tech-resistant industry into the age of apps

time-read
10+ mins  |
March 20 - 27, 2023
Tick Tock, TikTok
Bloomberg Businessweek US

Tick Tock, TikTok

The US thinks the Chinese-owned social media app is a major national security risk. TikTok is running out of ways to avoid a ban

time-read
10+ mins  |
March 20 - 27, 2023
Cleaner Clothing Dye, Made From Bacteria
Bloomberg Businessweek US

Cleaner Clothing Dye, Made From Bacteria

A UK company produces colors with less water than conventional methods and no toxic chemicals

time-read
3 mins  |
March 20 - 27, 2023
Pumping Heat in Hamburg
Bloomberg Businessweek US

Pumping Heat in Hamburg

The German port city plans to store hot water underground and bring it up to heat homes in the winter

time-read
3 mins  |
March 20 - 27, 2023
Sustainability: Calamari's Climate Edge
Bloomberg Businessweek US

Sustainability: Calamari's Climate Edge

Squid's ability to flourish in warmer waters makes it fitting for a diet for the changing environment

time-read
4 mins  |
March 20 - 27, 2023
New Money, New Problems
Bloomberg Businessweek US

New Money, New Problems

In Naples, an influx of wealthy is displacing out-of-towners lower-income workers

time-read
4 mins  |
March 20 - 27, 2023