Online Public Relations Thoughts

Peloton, the exercise bike company, is struggling now that it is no longer a fad.  Its peak was during the pandemic and now it is trying to turn around with little success.  The company is a victim of consumers' changing whims.  There was little Peloton could have done to prevent its decline and fall.  The question now is whether it can restructure itself to survive as a smaller company in a mature market.  Peloton is not the first nor will it be the last victim of fads.  The only safety a CEO can take is to react with caution once the market takes off and to prepare for its disappearance.  This is hard to do when one is straining the system to keep up with demand.  Long-term strategy takes a back seat to short-term fulfillment. Positive press builds a scenario that the music will never stop.  But then, it does and media turn negative, reflecting a change in consumers' tastes.  Maybe Peloton will survive.  Maybe not.  But, there are lessons in its struggles for every marketer and communicator.