What's at stake amid Peloton’s latest premium hardware launch? Everything.
analysis shows that, after Peloton’s web traffic declined 41% year on year for its June quarter, traffic again decelerated on that basis in September, down 34% to “the lowest absolute traffic level since the start of Covid.” Especially concerning, according to analyst Lauren Schenk, is that such metrics buck the usual seasonal trends for the business, with September traffic showing sequential declines for the first time.
Peloton has been on a wild ride, announcing its CEO was stepping down and thousands of jobs would be cut, despite seeing a surge in sales early in the pandemic. Here’s why Peloton became a viral success, and why it’s spinning out now. Photo illustration: Jacob Reynolds Can the rower reignite the premium market’s love affair with connected fitness? Its rich price amid a worsening economic backdrop suggests failure isn’t an option. YipitData shows the rower’s preorders contributed about 30% of Peloton’s gross connected-fitness product orders in September, noting its initial contribution as a percentage of total orders has been more substantial than its latest treadmill launch was last year.
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