Pressure on Peloton

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But with a steeper price tag than the bike, at north of $4,000, there are concerns on Wall Street about how popular this product can be. Another thing that could hold back treadmill sales is a trick that I and many others use. You can simply have the app on your phone (there is a monthly fee), and set your phone or tablet on any ordinary treadmill and take a class. While it’s not easy to do that with the cycling classes, the speed and inclines the instructors call out on the treadmill are the same no matter which treadmill you are on. Yes, Peloton would argue that its product is superior, which is arguably true, but is it worth spending $4,000 and taking up an even larger space in your home or apartment? This is why some analysts like [Michael Kawamoto](bbg://people/profile/18947814) at DA Davidson have started talking about the potential for a cheaper treadmill in 2020 and a rowing machine after that. It’s still unclear when exactly these new products could launch and at what price point, but if history is any guide, it would likely be at CES, the consumer electronics show in January. I know a few people that either currently work at Peloton or have previously, and several of them have been talking about the cheaper treadmill for 2020, though they are also unaware of what the price will be. A colleague of mine who is much savvier on the internet looked up other domain names that Peloton has taken the time to register. Now, registering a domain name doesn’t mean the company is going to launch a product to go along with it, but it shows Peloton was at least thinking about it at one point. These include everything from a rowing machine to wearables, which could mean a fitness tracker like the Apple Watch or simply the heart rate monitor it already sells. Another area for growth is international expansion. This is something that’s more likely to come up in the earnings report. In recent months, Peloton launched or announced plans to launch in Canada, the U.K., and Germany, all of which are popular markets for fitness. Analysts covering the company will want more guidance on how these markets are doing to make sure Peloton isn’t just a U.S. phenomenon, but a global one.-- [Julie Verhage](mailto:jverhage2@bloomberg.net) Sponsored Content by [Darktrace]( As organizations embrace cloud services, the attack surface is increasing. Meanwhile, cloud-based threats are fast and unpredictable, often outpacing existing defenses. But cyber AI is changing the game. 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