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!


Annie Prunsky

Annie Prunsky

Director of Marketing


Download the case study

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