Peloton is cutting the price of its original at-home exercise bike by 15% and unveiling new fitness products, a sign that the company believes the pandemic has permanently changed people’s workout routines and that it can further grow its fervent fan base.
Beginning Wednesday, its core bike will cost $1,895 — a $350 reduction — with the monthly financing rate dropping $9 to $49 a month. With a slightly more attractive price point, Peloton (PTON) wants to maintain its blockbuster year and enlist new members even as gyms across the United States reopen.
Peloton is also moving upscale with a new model, called the Bike+. For $2,495, the new bike has a larger screen to stream its classes, enhanced speakers and a new feature that automatically changes the resistance depending on the teacher’s instructors. The screen can also be tilted so customers can do floor workouts with its new, full-body classes launching September 15.
Existing members can trade in their working bikes for a $700 credit to use on the Bike+.
The price of its treadmill remains $4,295. Peloton is adding a new lower-priced treadmill next year for $2,495.
Peloton founder and CEO John Foley told the Wall Street Journal on Tuesday the changes were originally supposed to be announced in April, but the pandemic paused its plans as people began ordering its products en masse and sparked a delay in orders. Lowering the prices and expanding its portfolio is aimed at attracting new members that might think it’s just for the wealthy, he said.
“As consumers increasingly work out from home amid the pandemic, these new product offerings should help Peloton expand its [market base], particularly as they help reduce the total cost of ownership for consumers,” AllianceBernstein (AB) analysts wrote in a new note.
Peloton, which releases earnings Thursday, has had a blockbuster year so far. Revenue jumped 66% according to a May release, largely benefiting from closed gyms and workout studios. Peloton shares rose 2% in early trading. Its stock is up 190% for the year.