My understanding of Peloton is they have very solid user retention numbers. 92% year over year [1] Where they struggle is growth. They are seen as a premium pr

My understanding of Peloton is they have very solid user retention numbers. 92% year over year [1] Where they struggle is growth. They are seen as a premium product. They're expensive. That's why they have tried creating new tiers, new products that aren't just the bike, and ways to get a subscription from just a streaming device. IMO they would have done better to stay a slower growing, niche, premium product but focusing on quality and profitability instead of growth. The price elasticity in the premium user base is pretty high, they probably would have paid more / bought other products. Then they can keep their cool, and create more organic demand, but not obsess over always filling that demand. Scarcity is a good thing for a premium product. I think, however, now they are stuck. They need growth. As n=1, I'm a long term peloton subscriber, and find it a really invaluable way to exercise. Not for everyone, but I get a lot out of it. 1 - https://backlinko.com/peloton-users https://backlinko.com/peloton-users