Peloton Shifts Focus to Subscriptions and Content in Comeback Effort
Peloton plans to relaunch its brand and focus more on fitness content rather than hardware, with the introduction of "app tiers" and a tiered membership structure. The company aims to engage new categories of customers and become a meaningful contributor of revenue for its business. Peloton will still continue to focus on hardware propagation, with the Peloton Bike+ and its sibling hardware being shown off in commercial settings. The company has also seen success selling refurbished bikes and promoting its bike leasing program.