Suzy Monford’s Post

Hard to fathom a market cap declining from $49 Billion to $1 Billion in 36 months, but that's what we are looking at here. This is a case study on brands who live on speed to market versus intellectual property. Peloton did it first and did it fast, and created an enormous valuation bubble. Everyone drank the Kool-aid. Beginning in 2020, the pandemic boom accelerated their growth, and over the last two years, the pandemic bust accelerated their demise. But there was always one huge problem - Peloton had little to no IP. There were no barriers to entry, which made them defenseless to the army of exercise bikes, rowing machines and fitness app competitors who seized their success. The key lesson - speed to market always runs out of speed. Brands who sustain better have a war chest of patents, intellectual property and proprietary protections.

Get a fresh start with a Peloton

What’s possible with persistence? It took 6 weeks of persistance and patience. Six weeks ago I was on my computer, at 7am trying to register for a Peloton Interactive live class in NYC. It filled up before I could finish my credit card details. I signed up for every class waitlist I could. I left my one day I could take Peloton class in NYC open, figuring I’d line up for hours to try and get in. The second my plane landed, I got the notification to register. I’ve got quite a few Peloton fanatics on this feed, honestly, a totally worth it surreal experience. Getting into this 45-minute Peloton class with Selena Samuela was a lot like what I experience being a founder…you just have to keep pushing. Sometimes it’s not something tangible you need to push, but a mindset change. In the earlier days before achieving a consistent online business, decisions were about survival, not growth. It was all about not out of running out of money. Now with a proven concept, it’s about investing in decisions and partners that pay off in the long-term decision. But I do find I have to push my mindset to adapt. What was then, is not now. Just putting this out there for those that need to hear: keep pushing. #mindset #founderlife

Since I'm effectively retired, I'm going to weigh in periodically with marketing ideas for companies in distress. When things go from bad to worse sometimes controversy is the way to stir the pot and change the trajectory. Today I'm going to focus on Peloton. The stock is tanking and there's no seeming interest or buzz for this company. Solution: hire Lance Armstrong as company spokesperson. Use the tagline "Peloton Delivers" (a nod to his USPS affiliation) Create the Tour de Peloton, a three week course that can be downloaded on every bike. The rider with the best overall time receives a $1 million prize. This has the ability to put the metal to the pedal in terms of usage, engagement, and increased sales. Probably take 2-5 years to reach true potential but this campaign has the elements to deliver PR results in numerous categories from sports, fitness, travel, business, and more. Comments welcome. Work for Peloton? contact me...my fees have dropped almost as much as your stock price.

Want to know why this strategy didn't work for Peloton Interactive? Because it didn't authentically help people or solve real problems. It was a solution looking for a problem. Is the University of Michigan branding awesome? YES. Definitely. Do U of M alums love their school and their branding? Also yes. Does dressing an exercise bike up in maize and blue make it anything other than a stationary bike? No, no it doesn't. I actually like a lot of what Peloton has done fwiw. This just ain't it. What people need is more personalized guidance, whatever equipment they may or not have. We can help more people make better choices to keep them healthier, happier, fitter, and higher performing. So let's do more of that and less of this. Anyway, here's the article: https://lnkd.in/gmqFTvsY

𝗙𝗶𝗻𝗱𝗶𝗻𝗴 𝗠𝘆 𝗖𝗼𝗺𝗺𝘂𝗻𝗶𝘁𝘆 𝗮𝗻𝗱 𝗢𝘂𝘁𝗹𝗲𝘁 𝗶𝗻 𝘁𝗵𝗲 𝗠𝗼𝘀𝘁 𝗨𝗻𝗲𝘅𝗽𝗲𝗰𝘁𝗲𝗱 𝗣𝗹𝗮𝗰𝗲 Three years ago, in January 2020, I made a whimsical decision that would redefine my personal journey - I got a Peloton bike. Admittedly, after investing nearly $2000 on a whim, my heart raced with doubt. "What if I hate it?" But a more invigorating thought persisted: "What if I 𝘭𝘰𝘷𝘦 it?" That very question catapulted me into a nearly four-year transformative journey with Peloton. This platform has become more than just a stationary bike in my living room. It's been my solace, my cheering squad, and a mirror reflecting my potential back at me. I've laughed with it, shed tears, and more often than not, found myself awestruck by what I could achieve. The Peloton community has been a beacon of support, especially during my life's darkest phases. Their unwavering camaraderie and inspiration have reiterated the age-old saying, "It takes a village." This village of fellow riders has become my tribe, my outlet, my community. Sharing this today on LinkedIn, I hope to inspire someone out there to leap into the unknown, find their community, and discover outlets they never knew they needed. Because sometimes, the best decisions start with a simple question: "What if I love it?" 🚴♂️💙 #Community #PelotonJourney #FindingYourTribe

THIS is the reason that Peloton hasn't ~completely~ failed... We all know Peloton has had some serious brand struggles. The company shares are dirt cheap. I haven't seen a positive headline about them in ages. And please let's not forget the unfortunate SATC cameo ft. Mr. Big. Tough. But they're still kicking. And here's why: Personal. Branding. As a Peloton user, the instructors are the only reason I keep coming back. Instructors have created their own communities and personal hashtags. Their personal brands create and grow the 'Peloton Community'. THEY are what makes the brand special. Now, who's to say how long the company can survive... But I fully believe that Peloton is still here because they allow employees to: ✨ Thrive and engage with the community in their own unique ways ✨ At the end of the day, people buy from people. Not brands. Am I crazy? Or is there something else keeping them afloat?

Hello LinkedIn Friends and Connections, I am back again with another marketing idea and SWOT analysis video. This time the company I am working on helping is Peloton Interactive Peloton is a company that featured a huge rise in popularity during the pandemic. But recently the fitness company is slowly losing members for all of their equipment options. As a customer and fan of my peloton bike I saw this issue as an opportunity to put my marketing hat on and come up with a solution to increase customer retention and enjoyment. My solution for this decrease in interest is something I like to call Peloton Points. Peloton Points is a reward based system that would be incorporated within all Peloton Machines. The points would reward customers for using their machines for which can be used to purchase apparel and merchandise. So I am reaching out to you, my LinkedIn connections, to try to get this idea to Peloton’s attention to help them get through this tough time and get more people to keep on riding, running, and rowing! Thank You! Sean #marketing #marketanalysis #peloton #pitchdeck #businessideas #motivation #helpingothers

😳 Peloton is back in the news, and the news isn't good. There have been thousands of layoffs, the company is seeking to find yet another CEO, and it is still dealing with lawsuits from the past. In this special episode, Shannon Fable and I unpack our thoughts on... 💻 Where virtual as a whole is headed. 📈 How fitness managers must view the overall product they provide. ⚖️ Emphasize the distinct and purposeful programming differences between Apple Fitness+ and Peloton. ❓How does the above all relate to fitness managers and owners? 🎧 https://lnkd.in/dsPPx-GR What are your thoughts? We are genuinely curious. #peloton #fitnessmanager #fitnessinstructor #virtualfitness #applefitness Shannon Fable