Opinion: Peloton’s brand crash is a symptom of pandemic fatigue, not the product’s fault

. In a remarkable turnaround, the darling of pandemic fitness has become the butt of jokes and unflattering characterizations in popular culture.…, a main character named Mr. Big dies while exercising on a Peloton. On the hit HBO series, a key character named Wags has a heart attack on a Peloton. And in a new TV ad for Allstate Insurance, villain/spokesman Mayhem falls off a generic stationary bike and crashes through French doors, then pitches home insurance.

But marketing experts suggest the demonization of the Peloton brand in pop culture has less to do with business issues or past stumbles. Rather, it reflects consumers’ resentment of anything related to the pandemic era and its restrictions, no matter how much something may have been appreciated at the time.

Grayson Brulte, an innovation and brand strategist and co-founder of Brulte & Company, said Peloton has been complacent since its lockdown sales boom and has not accelerated out of its association with the pandemic. Home delivery brands such as Uber Eats, HelloFresh, DoorDash and even Amazon have also been pilloried, he said. Despite their convenience – and the fact many reached essential-service status during lockdowns – they are reminders of dark days.

Why aren’t Peloton bikes similarly revered as symbols of enlightened success rather than portrayed as death traps of the rich and influential?

Actually it has a lot to do with the product. Paying a monthly fee to use a machine you already own will not work long term.

lol. nice pic

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