Member Brief: Peloton’s Diffusion


Keep your eyes on Peloton as 2021 comes to a close. When cycling instructor Alex Toussaint shouts through the screen, people listen. There is one of his motivational quips that Peloton’s management should have followed:

Set your price and live your life.

In September 2019, I wrote: “This week, the company took one final step to reduce friction. But while analysts laud the move as an enabler of growth, I’d argue that it may backfire.” [1] I have spent a great deal of time in and around the fitness industry. I was new to the business of fitness when I managed PPC spend and new partnerships for Rogue, an early DTC pioneer. I spent my spare time advising fitness organizations and influencers on pricing, partnerships, and customer acquisition strategies. At the center of that strategy: “set your price and live your life.”

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