\n Caldwell also said he thinks Peloton\u2019s relaunch will entice new people to the brand because these products are \u201cmeaningfully different.\u201d\n <\/p>\n
\n \u201cA lot of people still think of us as a bike company, even though our number-two modality is strength,\u201d he told CNN. \u201cI think by putting strength right on the product, it makes it very clear that we\u2019re multi-modality.\u201d\n <\/p>\n
\n It\u2019s the first major change rolled out under Peloton CEO Peter Stern, a former Ford Motor Company and Apple executive, who has the Herculean task of transforming the company. Peloton\u2019s last product launch was in 2022 with the release of a $3,200 rowing machine.\n <\/p>\n
\n Stern is focusing on broadening the company\u2019s reputation from being known for just cardio (even as previous attempts haven\u2019t had much success<\/a>) as well as attracting new customers ahead of the holiday shopping season.\n <\/p>\n \n The stock has lost more than 90% of its value since the height of the pandemic, when Peloton soared in popularity, with the company likely hoping to recapture just a fraction of that magic. Shares jumped more than 5% in premarket trading.\n <\/p>\n \n At least one analyst thinks the sweeping changes can give Peloton a boost.\n <\/p>\n \n \u201cWe look favorably upon efforts on the part of new senior leadership at Peloton to reinvigorate the brand and cater to a wider array of target consumers,\u201d Brian Nagel, senior equity research analyst at Oppenheimer, told CNN.\n <\/p>\n \n He added that while \u201crisks remain\u201d for Peloton, \u201cwe very much believe that there exists a compelling lane within the health and fitness space for a better-run, better-capitalized Peloton to ultimately succeed.\u201d\n <\/p>\n \n Since Stern began his role in January, he has instituted a number of changes to try to get the company back on track, from slashing costs to shifting its marketing message.\n <\/p>\n \n Last month, Peloton laid off about 6% of its workforce as part of a $100 million cost-cutting effort. Stern told shareholders<\/a> at the time that the company\u2019s expenses \u201cremain too high, which hinders our ability to invest in our future.\u201d The savings, he added, would be used to fund \u201cstrength and additional wellness offerings.\u201d\n <\/p>\n \n Stern took over from former Spotify executive Barry McCarthy, who had a tumultuous two-year stint from early 2022, when he replaced<\/a> Peloton founder John Foley, until his resignation in 2024<\/a>.\n <\/p>\n \n McCarthy slashed thousands of jobs and stopped building its equipment in-house. He also hiked prices, shuttered retail stores<\/a> and redesigned its fitness app with a free tier \u2014 the latter of which ultimately failed. However, a clothing collaboration with Lululemon is still in place<\/a>, and Peloton continues to sell its products with outside retailers, both McCarthy\u2019s initiatives.\n <\/p>\n \n In June, the company named its fourth chief marketing officer in five years \u2014 a signal that its advertising wasn\u2019t resonating with consumers. Peloton discontinued its high-profile ads<\/a> featuring NFL brothers T.J. and J.J. Watt, as an attempt to appeal to men. A new advertising campaign will be unveiled, tied to this launch.\n <\/p>\n \n Major recalls were also a blemish. The company paid a $19 million fine in 2023 after the Consumer Product Safety Commission levied \u201cone of the largest civil penalties in its history\u201d following a recall <\/a>of 125,000 unsafe Peloton treadmills.\n <\/p>\n","protected":false},"excerpt":{"rendered":"New York \u00a0\u2014\u00a0 Peloton is unveiling a sweeping revamp of its portfolio with a focus on artificial intelligence…\n","protected":false},"author":2,"featured_media":53370,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[37],"tags":[589,163,85,46],"class_list":{"0":"post-53369","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-fitness","8":"tag-fitness","9":"tag-health","10":"tag-il","11":"tag-israel"},"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/posts\/53369","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/comments?post=53369"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/posts\/53369\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/media\/53370"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/media?parent=53369"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/categories?post=53369"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/tags?post=53369"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}![\"Peloton](\"https:\/\/www.newsbeep.com\/il\/wp-content\/uploads\/2025\/10\/gettyimages-2238075523.jpg\")
<\/p>\n