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Peloton’s sales dropped significantly in the last few months, and the fitness company’s workforce was also reduced as a result. A few PR slip-ups also contributed to the company’s downfall. It was particularly difficult because some employees were terminated. The company halted production in January, and they won’t be manufacturing bikes and equipment any longer. They’ll be outsourced abroad. There are competitors, though, that don’t hesitate to keep Peloton in a weakened position. In an effort to draw writers back to their studios, Soul Cycle recently trolled Peloton in a highly publicized, albeit brief marketing campaign. Peloton users received 47 studio workouts for their bikes.
The one hundred first people to register got a free Peloton Bike or bike Plus in exchange for handing over their bike. You had to live within twenty miles of a Soul cycle studio and own your Peloton or bike Plus bike. Soul cycle has experienced some difficulties in recent years. Many of its studios closed down as a result of the pandemic, and the company lost several executives as well. Its own at-home bike, which it called the “Peloton killer,” was plagued with difficulties as well as its corporate culture. Some instructors, as reported by Business Insider, fat shamed riders in having inappropriate conversations with customers and workers. In an attempt to return to the basics and fill the studio’s seats once again, the company initiated this campaign.
Loyal Peloton fans were quick to condemn the campaign as ‘sad and desperate’ after the New York Post reported that a woman said that even if she was given free classes, she would not give up her bicycle. Peloton is currently testing its in-studio alternatives. When the pandemic stopped the world from operating, the studio stopped working as well. The studio opened for business on August 1st after a ‘soft opening’ earlier this month. A few weeks ago, Pop Star Lives visited the studio to promote her music. The event was based on a Peloton class, and pop sugar reported that the studio experienced an ‘app-wide outage for several hours’ as a result. Additionally, the company has begun advertising its app. Although Christopher Malone is obviously fit and naked in the ad, he is working out.
The funny bit ends with a nod to the actor’s law order fame. “In the Peloton community, users are represented by two distinct yet equally motivated groups. Pants and Christopher Malone” are both racing for dominance in spite of the many potholes they have encountered along the way. Will in-home fitness star power or some combination of the aforementioned be the recipe for success in person classes? It remains to be seen. Will these two competitors simply be spinning their wheels? It is unclear.
What do you think of both giants’ attempts to set back their popularity? Let us know down in the comments.
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