No matter how smart the ideas may have been, or how many top managers Peloton (NASDAQ: PTON) has hired, the company has been ruined, and the events that destroyed it have finally dragged it under. Its run is over
Peloton did well during the COVID-19 pandemic. As the Harvard Business Review analysis pointed out in an article titled “Peloton Changed the Exercise Game. Can the Company Push Through the Pain?. The author noted that people ordered equipment to exercise when gyms were shuttered and to experience exercising with one another virtually. Then, the dangers from the disease fell off, and people went back to their gyms
Peloton tried desperately to find a business plan. They put their equipment in hundreds of Hilton Hotels. They set up a sales agreement with Dick’s Sporting Goods (NYSE: DKS | DKS Price Prediction). They put up a “storefront” on Amazon (NASDAQ: AMZN). They changed their business model several times. One problem they could never solve is that other companies offered products similar to theirs for much less money. Peloton believed people would find their products were better. That did not work.
The newest plan was introduced, as they “announced the introduction of the Peloton Commercial Series, the company’s first bike and tread products engineered specifically for high-traffic gym floors.” It is as if high-traffic gyms don’t already have competing products installed.
Peloton’s stock is down 37% this year, a sign of what investors think of new ideas. The company is adroit at pumping out press releases. The share price also indicates what Wall St. thinks of CEO Peter Stern. (He previously worked at Ford (NYSE: F).
Peloton missed its numbers in the most recent quarter. Revenue dropped 3% to $657 million. The company lost $39 million.
Peloton’s stock is down 96% over the last five years. The avalanche of press releases hasn’t helped. Strategic moves have not helped them. Neither have tactical ones
Will the last person to leave please turn out the lights.
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