| NYC-based Peloton, an at-home exercise equipment company, is looking to rebrand itself under the direction of its new CMO, Leslie Berland . The
company's business boomed during the COVID-19 pandemic but has
struggled to revive as gyms started reopening in 2021, causing the
demand for at-home workout products to drop. - In a recent press release,
Peloton's CMO Leslie Berland highlights how the company is looking to
reposition itself "from the perception of an in-home bike company to
reflect everything Peloton has to offer to everyone, at any level,
wherever they are."
- Berland
announced three new membership tiers designed to promote access and
choice for subscribers. The three tiers range in price from free of
charge to $24 a month, and each offers access to a different amount of
Peloton's classes and modalities.
- The
company has also launched a new Peloton Gym feature available across
all membership tiers that allows members to select workout classes
tailored to a user's pace and individual needs.
- In Feb. 2022, Peloton laid off 2,800 employees amid business challenges brought on by supply chain issues, product recalls, and the drop in demand for at-home gyms.
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