The rise and fall of peloton: marketing opportunities

Abstract

The case presents an overview from different business perspectives of Peloton Interactive, an American exercise-equipment and media company that was established in 2012 by John Foley. The company through its strategic decisions and marketing campaigns achieved significant growth since its inception but the home fitness company thrived when the whole world was under lockdown. Despite the revenue boost, Peloton could not sustain its spike due to mismanagement, flaws in sales estimation, marketing mishaps, and scandals. The case seeks to analyze different verticals of the company in the form of potential expansion to Asia pacific, scale-up dilemma, repositioning through marketing strategy, and estimating the fair value of the company’s stock through valuation