Peloton’s new CEO sees app store and overhauled subscription model in its future


Barry McCarthy, Peloton’s new CEO, weighs an app retailer and new subscription mannequin as potential methods to kickstart the corporate’s stagnant gross sales, as acknowledged in an interview with the New York Times’ DealBook.

McCarthy, who served as the previous chief monetary officer of Spotify and Netflix, says his imaginative and prescient for Peloton might embody an app retailer open to third-party content material. “As we speak, it’s a closed platform — nevertheless it might be an open platform and a part of the creator financial system,” McCarthy tells the NYT. “What different apps would you placed on it? Might or not it’s operating an app retailer?”

He additionally downplays the significance of {hardware} in relation to Peloton’s health gear. McCarthy suggests essentially the most invaluable experiences come from on-screen interplay with instructors, music, and community features (which embody issues like leaderboards and video chatting) that he says the health firm has “solely simply begun to develop.”

Shaking issues up some extra, McCarthy once again hints at the possibility of a model new subscription mannequin. He tells the NYT he needs to seek out the “candy spot” between the price of the exercise gear and a subscription to Peloton’s courses. As an alternative of promoting Peloton’s gear for upwards of $1,000, McCarthy envisions a “dramatically decrease” upfront value and the next subscription payment of “possibly $70 or $80.” Peloton presently gives its subscription for $39 / month.

The Peloton saga has been nothing however eventful. After its gross sales skyrocketed within the midst of the COVID-19 pandemic, Peloton overcompensated by spending hundreds of millions to expedite shipping and build a new factory. However as folks began returning to gyms, and Peloton recalled its treadmills attributable to reports of injured children and one death, gross sales started to droop a lot in order that the corporate put a pause on treadmill and bike production.

Earlier this month, former CEO John Foley stepped down and announced the termination of 2,800 employees. McCarthy’s first day on the job was marked by a tense meeting with fired Peloton employees, all whereas rumors swirled about a Peloton buyout (which McCarthy has since dispelled).

It appears McCarthy is assured he can steer Peloton in the suitable course, however he probably can’t do it by modifying subscriptions alone. Throwing an app retailer within the combine makes issues a bit extra fascinating, although. It may widen Peloton’s scope past health courses and gear, letting it leverage third-party app gross sales and recognition to its benefit.



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