Peloton Brand Tracking Case Study

Weathering the Storm: How Peloton’s Brand Withstood a Crisis

As a brand selling flexible, high-quality home exercise equipment, Peloton was primed for success when the COVID-19 pandemic struck. Calls to stay indoors and gym closures primed the market for what was still a young brand. By May of 2020, Peloton sales had already increased by 66%, jumping to a 172% surge in sales come September.

Fast-forward to March 2021 and Peloton was suddenly faced with its first major crisis as a fledgling brand following a high-profile accident involving its treadmill that left a child dead. How did Peloton’s crisis management impact their brand in the eyes of consumers? Download our brand tracking case study to find out!