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I am a loyal Peloton user, utilizing my reliable 4-year-old Bike and the company’s comprehensive mobile app, and have gladly paid what was required for both. However, what I paid for my gear in 2021 and the ongoing cost of my All Access Membership may change for both you and me in the future.
The company recently released its fourth-quarter investors’ letter, indicating some upcoming pricing adjustments. Though not expected to be substantial, they are indeed on the horizon.
“Adjusting prices” is on the agenda
A key aspect of the letter is the commitment to focus on “improving monetization,” categorized under “business excellence.” The company plans to become more strategic with promotions and importantly, “will adjust prices to reflect [its] costs,” including shipping, returns, tariffs, and other expenses Peloton currently covers.
“For example, we will introduce optional expert assembly fees to reflect the real costs of installing our equipment, while extending free self-install to include our Tread and Row, thereby preserving Member choice and control,” the letter states.
This indicates that complimentary equipment setup might be phased out. When I received my Peloton Bike and the Bike+ the company provided for testing, setup and delivery were complimentary—although I could have done it independently. Watching the setup crew, I realized I could have managed with written instructions, though it was certainly convenient not to.
The Peloton Bike is priced at $1,445 and the Bike+ at $2,495. Meanwhile, the Tread and Row, soon offering free self-install options, cost
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