Peloton vs. SoulCycle: A Tale of Loyalty and Controversy

This chapter explores the contrasting brand experiences of Peloton and SoulCycle, highlighting Peloton's loyal user base amid challenges like equipment recalls. It delves into the psychological aspects of community engagement during workouts and the fallout from a tragic treadmill incident, leading to discussions on recalls and safety concerns. The chapter also examines Peloton's shifting marketing strategies under new leadership, particularly focusing on promoting its app as a viable, more affordable option for users.