Peloton records losses of $1.2 billion, a day after announcing agreement to sell products on Amazon US
The fitness company's share price fell by 15 per cent for the fourth quarter of the financial year
Peloton Interactive Inc reported a $1.2 billion loss on Thursday, sending shares plummeting by 15 per cent as it records its sixth consecutive quarter of reported losses.
These losses are reported just a day after shares rose 20 per cent, as Peloton announced it would be selling products through Amazon US for the first time. The Peloton exercise bike costing $1,445 is available, as is the Peloton Guide, for $295.
Selected accessories and apparel are also available for purchase, but Peloton has decided not to offer its Bike+ machine, which starts at $2,495, and its Tread treadmill, which costs at least $3,495, through the online retailer.
Prior to this agreement, Peloton products were sold exclusively through the brand’s own website and exclusive showrooms. However, the company's latest move is in an attempt to boost revenue and brand awareness as it faces sinking demand.
In the quarter ending June 30, Peloton's Net loss attributable to Class A and Class B common stockholders was $1.24 billion, with sales falling to $678.7 million when compared with $936.9 million from a year earlier.
CEO Barry McCarthy said in a letter to shareholders: "The loss reflects the substantial progress we made this last quarter re-architecting the business to reduce the current and future inventory overhang, converting fixed to variable costs, and addressing numerous supply chain issues."
However, McCarthy, who joined Peloton in February, is confident the company can turn around its fortunes.
Get The Leadout Newsletter
The latest race content, interviews, features, reviews and expert buying guides, direct to your inbox!
“The naysayers will look at our [fourth quarter] financial performance and see a melting pot of declining revenue, negative gross margin, and deeper operating losses. They will say these threaten the viability of the business. But what I see is significant progress driving our comeback and Peloton’s long-term resilience.
"I think Q4 will have been the high water mark for write-offs and restructuring charges related to inventory and supply chain issues and the beginning of the comeback story for Peloton."
In the meantime, Peloton will continue to layoff over 700 workers, increase equipment prices, close retail locations and, for the first time, work with a third-party seller to regain lost profits.
Peloton chief commercial officer, Kevin Cornils, said: "Expanding our distribution channels through Amazon is a natural extension of our business and an organic way to increase access to our brand."
In February, when former CEO John Foley resigned, 2,800 employees were made redundant, though they were offered a year's free membership to its classes within the redundancy package, provided they already owned a Peloton product themselves to access this offer.
Barry McCarthy, who previously worked for Spotify, joined Peloton to restructure the company and attempt to halt the slide. Offering its products on Amazon US is part of this restructuring.
Thank you for reading 20 articles this month* Join now for unlimited access
Enjoy your first month for just £1 / $1 / €1
*Read 5 free articles per month without a subscription
Join now for unlimited access
Try first month for just £1 / $1 / €1
Ryan is a staff writer for Cycling Weekly, having joined the team in September 2021. He first joined Future in December 2020, working across FourFourTwo, Golf Monthly, Rugby World and Advnture's websites, before making his way to cycling. After graduating from Cardiff University with a degree in Journalism and Communications, Ryan earned a NCTJ qualification to further develop as a writer.
-
Chinese X-Lab vies for global domination as it equips XDS Astana with bikes for the WorldTour
A new partnership sees Astana aboard new bikes with increased funding for 2025
By Joe Baker Published
-
Tech of the week: Van Rysel releases an aero bike (quelle surprise!) plus a superlight carbon crankset from FSA, a long top tube bag from Tailfin and tyre liners from Zefal
The RCR-F aero bike will be ridden by the Decathlon AG2R La Mondiale team in 2025, but will it create headlines like the RCR?
By Luke Friend Published
-
Peloton's struggles continue: CEO steps down, 400 jobs cut
Peloton aims to reduce annual expenses by $200 million; workforce and retail strategy most impacted
By Anne-Marije Rook Published
-
Peloton facing 'uncertain' future as share price plummets
'If we're not failing, we're not being aggressive enough,' says CEO
By Tom Davidson Published
-
Peloton loses lawsuit against Lululemon in year of falling sales
The exercise bike maker's case was dismissed by the courts
By Tom Davidson Last updated
-
Peloton offers year's free membership in 2,800 staff's redundancy package amid large scale cost-cutting measures
The indoor fitness brand has suffered a massive drop in sales over the last couple of months
By Ryan Dabbs Published