Home exercise treadmill and bike company Peloton is in the news again 'big time'. (Pun intended). During the first episode of the the 'Sex and the City' television reboot called ''And Just Like That' the love interest character 'Mr. Big' is shown working out on a Peloton stationary bike with his interactive instructor. The next scene shows Mr. Big dropping dead from a heart attack!
Peloton stocks which had been soaring, suddenly went into freefall and plummeted downward. This was not good news for a company that has a brand based upon health, fitness and vitality. Peloton countered a few days later with the actor who plays Mr. Big, drinking a toast and planning another Peloton ride with his interactive trainer present in the flesh. A background soliloquy by actor Ryan Reynolds espouses the health benefits of the Peloton apparatus.
Peloton has since removed this rebuttal advertisement from the airwaves. The actor in question, Chris Noth, has suddenly run afoul of the #MeToo movement. A number of sexual harassment/inappropriate behavior accusations have been hurled his way by different women. The commercial has been cancelled and actor Chris Noth has been cancelled.
Peloton has had a rocky, roller coaster ride during these pandemic times. There are some unique features that produced initial success.
- Peloton makes treadmills and stationary bikes for home use. Most reviews that I have read rates their machines as effective but costly.
- Peloton gains their advantage by selling an extra app that includes interactive cycling instruction.
- The sessions are streamed live at various times throughout the day..
- Users can compete through an online system that uses power outage to to give rankings.
- A number of treadmills were recalled because of injuries to children and pets. It was said that the treadmill was too high off of the floor making it easier for a small person to get caught underneath the moving parts.
- The lowest point came when a 6 year old boy died exactly that way.
- Lawsuits were enacted.
- Peloton stocks crashed.
- Peloton was recovering financially as lockdowns continued and people continued exercising at home. Sales were robust.
- Then came the Mr. Big scenario. Sure, he is only a character from a fictitious television show but the purchasing public can be a fickle demographic.
- As the COVID pandemic continued in waves the stay at home workout crowd started buying Peloton again..
- Stop the press! Another male T.V. lead in the series 'Billions' also has a heart attack while doing a Peloton workout. Television is not good to this brand. Fortunately, the character in this episode survived. Will Peloton survive?
- There is a recurring Allstate insurance commercial villain named Mayhem.
- Mayhem shows up in Allstate commercials either causing accidents or getting into them.
- A recent commercial shows Mayhem fly off of a stationary bike and smash through a window.
- Although not a Peloton Bike, exercise bikes might be perceived as unsafe.
- The actor who plays Mayhem, Dean Winters, also had a role in the original series 'Sex and the City'.
- What do you think - coincidence or not?
Will television give this company a break? Many of the reviews that I have read by Peloton users have been favorable. Most users like the interactive instruction and the sense of working out as a group even though they are physically remote. It has developed almost a cult like sense of community. Other reviews cite Peloton equipment as being costly in comparison to its competitors. However, if a customer can afford the price, why not go for a better brand?
- Peloton is now laying off workers due to decreased demand.
- The interactive instructors are safe from the downsizing.
- The instructors have actually become celebrities and can make half a million dollars a year.
- Peloton has replaced its CEO. His severance will undoubtable exceed that of the regular laif off workers.
Until next time, Keep Fit, Stay Healthy
Little Bobby Strong
Thanks for reading.
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