Blackwells Capital Activist Presentation Deck
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Peloton's access to proprietary data can be utilized to
accurately determine market-driven and demographic-
based pricing models and help determine the optimal
portfolio of Peloton product/service offerings
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"BIG DATA" DRIVEN:
OPTIMIZE PRICING AND PRODUCT OFFERING
Management at Peloton has seemingly been far behind the curve in
utilizing data for pricing and product optimization
Blackwells' market research indicates that Peloton could raise subscription
prices substantially
Nearly 80% of existing Peloton owners surveyed indicated that they would
continue paying their Connected Fitness subscription no matter the price
Of those that indicated price sensitivity, the average price at which they
would consider canceling was 33% higher than the current Connected
Fitness subscription price
BW
BLACKWELLS CAPITAL
"We love the $39 price point.
We did no research on it. I picked the
number..."
- John Foley
What is the most you would be willing to pay for a subscription?
I would continue paying no matter
what the price is
79%
15%
If you would cancel at a specific price, what is the most
you would be willing to pay for a subscription?
نان
$30-$39
Source: Bespoke Market Intelligence April 2022 and December 2021 Peloton Surveys.
(1) Source: CEO John Foley at Barclays Global Technology, Media, and Communications Investor Conference, December 11, 2019.
46%
$40-$49
28%
$50-$59
3%
$60-$69
I would cancel at a
specific price point
21%
2%
$70-$79
1%
$80-$89
Average:
$52
5%
$100+
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