Brand is Still About Customer Success
Peloton’s New Fitness Challenge
In my perception, Peloton has built one of the most admired high-end consumer brands ever. Its users have been described as a “cult.” I’m a proud and concerned member.
Wall Street demands growth and to please investors, public company Peloton has been talking as much about how it can return to growth and profitability as it does about its customers. Peloton got tripped up during Covid –Peloton struggled to meet surging demand and keep market share, investing a fortune in ramping up capacity and logistics. It seems obvious now (and maybe should have then), that demand would ease when life as we knew it returned.
It’s the choice about the BRAND of Peloton that, as a member, concerns me. Peloton leadership is weakening my connection with the brand by talking about money over the mission. I know, I know: I’m naïve – but I want to keep loving Peloton. I want its leaders to tell Wall Street: “We made some expensive mistakes as we tried to serve everyone who needed us. Ultimately, we’re here for our members – to the extent members use and rely on our products to improve their lives, Peloton will be successful. That’s what we’re focused on.” Customer success before investors.