Peloton consumers sick of months-long delays

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Even Peloton followers have their limits.

As Peloton Interactive Inc. races to satisfy demand for its linked stationary bikes and treadmills, selling tools it might not ship till 2021, some would-be homeowners are shedding persistence as they endure monthslong supply delays.

Customers are griping on-line, flooding customer-service traces, defecting to competing manufacturers and sharing tricks to re-create the Peloton expertise on rival bikes and treadmills.

Peloton is understood for promoting $2,000-plus bikes outfitted with a display that exhibits subscription exercise courses. The corporate stated it has almost doubled subscriptions since March because the coronavirus pandemic has closed gyms and led extra individuals to work out at dwelling. In September, it dropped the beginning worth on its bikes to $1,895.

“We would in all probability nonetheless be ready at present,” stated Debbie Bullen, of Newton, N.H., who ordered a $4,565 Peloton treadmill in early August, however canceled the acquisition after a seven-week wait.

She stated the machine did not arrive on the scheduled supply date and, after a sequence of calls to the corporate, a Peloton consultant advised her the treadmill wasn’t but at a warehouse and supplied no new supply estimate. Ms. Bullen as a substitute bought a NordicTrack treadmill, a Peloton rival, which she stated arrived sooner than anticipated.

A Peloton spokeswoman stated delays are primarily attributable to delivery logjams, significantly at ports because the bikes are transported to the U.S. from producers abroad. She stated port delays are tough to foretell and resolve. “The wait instances proper now aren’t how we wish individuals to expertise Peloton,” she stated.

Ticker Safety Final Change Change %
PTON PELOTON INTERACTIVE 106.32 -5.73 -5.11%
NLS NAUTILUS INC. 17.89 -0.45 -2.46%

On Peloton’s Fb web page, posts selling the model and its courses spur commentary from indignant consumers. A great-natured put up on Thursday that includes Peloton person “Gus” spawned an change between clients over whose delay was worse.

“Canceled 15 minutes earlier than the window. I am in Michigan and bike is in California nonetheless apparently. December ninth is new date,” learn one put up. “Is it unhappy I am jealous of your delays? Had a supply of 11/19 and pushed into January,” one other commenter stated.

On-line, in social media teams and through blogs, Peloton subscribers share recommendation on methods to use the corporate’s app with bikes and treadmills from different tools makers.

In a latest letter to shareholders, Peloton acknowledged clients are struggling each with supply delays and “unacceptably lengthy” wait instances for customer-service assist. “We’re doing the whole lot we are able to to get our merchandise to our potential members as rapidly as doable,” the letter stated.

Peloton’s smaller rivals resembling Nautilus Inc. and NordicTrack maker Icon Well being & Health Inc. might profit from the market chief’s supply-chain woes. Nautilus, which additionally makes Bowflex exercise methods of 1980s infomercial fame, affords lower-priced bikes and advertises a linked system appropriate with Peloton’s on-line courses.


Nautilus shares have surged above $15 from $1.50 a yr in the past, when the corporate was combating deep losses and gross sales declines. It now sports activities a market worth of about $500 million, in contrast with greater than $32 billion for Peloton.

Nautilus CEO Jim Barr took over in July 2019 with a plan to overtake the Vancouver, Wash., firm partly by accelerating its push into so-called linked exercises like these supplied by Peloton. Nautilus makes its namesake train tools in addition to Schwinn and Bowflex bikes and treadmills.

The technique was starting to point out promise earlier than the pandemic, Mr. Barr stated in an interview. Covid-19, nonetheless, has led to explosive progress in gross sales of bikes, treadmills and different train tools. The latest quarter was probably the most worthwhile within the firm’s 34-year historical past.

Gross sales of linked bikes have “been gangbusters,” he stated, and the flexibility to make use of the Peloton platform is a giant draw. Nautilus expects complete income between $540 million and $565 million this yr, up at the very least 75% from 2019. Icon, which is carefully held, expects 2020 gross sales to exceed $1 billion.

John Foley, co-founder and chief govt officer of Peloton Interactive Inc., heart left, rings the opening bell through the firm’s preliminary public providing (IPO) on the Nasdaq MarketSite in New York in September 2019. Photographer: Michael Nagle

Mr. Barr stated Nautilus is also getting hit by delivery delays, although it has managed to get wait instances right down to 4 to 5 weeks. If a buyer “has waited 5 weeks and also you say, ‘Sorry there was a gradual boat so it’s a must to wait six weeks,’ they’re OK,” he stated.

He stated the corporate alters its advertising to advertise solely merchandise which might be in inventory.

Peloton continues to promote on social media, via direct advertising, and in different channels as a approach to promote the general model and to boost consciousness, significantly in markets exterior the U.S. the place the bikes are much less well-known, the Peloton spokeswoman stated.


“We’re seeking to get individuals to consider our group whereas not making an attempt to emphasize our provide chain,” she stated. The corporate opted in opposition to any Black Friday or vacation promotions.

Peloton’s supply-chain woes aren’t weighing down the corporate’s monetary efficiency. The New York-based firm reported its first quarterly revenue in September, whereas the variety of $39-a-month connected-fitness subscriptions for homeowners of Peloton bikes and treadmills greater than doubled.

Peloton’s share worth has quadrupled since its preliminary public providing in September 2019. The corporate initiatives income of $3.5 billion to $3.65 billion for the fiscal yr that ends June 30, roughly double the earlier yr’s complete. Peloton, in addition to its opponents, have been making the case that it has a promising future past Covid-19.

The corporate’s inventory fell 25% earlier this month on promising information a few coronavirus vaccine developed by Pfizer Inc., as Peloton was one in every of a number of firms that took a share-price hit amid investor issues that merchandise well-liked through the pandemic may fall out of favor as soon as there’s a vaccine.


U.S. gyms are a $40 billion trade, whereas at-home health notches lower than $Four billion in annual gross sales, stated Mr. Barr, the Nautilus CEO, citing numbers from data-tracking corporations. He stated the disparity means the market he serves has room to develop even when there are fewer converts to at-home exercises after the pandemic.

Bruce Smith, founder and CEO of Hydrow Inc., which makes a rowing machine with the connectivity of a Peloton for which courses are taught from rivers all over the world, expects some individuals emigrate again to gyms after the pandemic.

“One-third will return as quickly as they will,” stated Mr. Smith. “One other one-third will return step by step, like individuals did to flying after 9/11. And one third will say, ‘Holy crap, this factor is wonderful,’ and stick with it.”

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