Can “Peloton Wife” ever rest?
The meme from the 2019 holiday ad returned to Twitter this week when Peloton stock plunged.
Gym workouts are back.
“It’ll never be the same as it was at the height of the pandemic and isolation,” Peloton devotee and Culture Study writer Anne Helen Petersen told MarketerHire.
Marketing spend is unusually high.
Most companies spend ~9% of revenue on marketing, according to the 2021 CMO survey — and Peloton’s at 35%.
Supply chain issues have created backlogs.
In June 2020, Peloton had $230M in backlogged orders.
And Peloton’s delivery FAQ still says wait times are longer than normal.
Peloton’s culty brand and heavy marketing spend can only grow its user base so fast for so long.
“The goal now has to be maintaining their memberships and expanding in different markets and slowly recruiting more members, too,” Petersen said.