人们正在与他们的
Peloton 分手
纽约（CNNBusiness）大流行引发了与 Peloton 的快速而激烈的恋情。现在是分手。
Peloton 大流行泡沫破灭的第一个迹象是上个月，当时该公司透露其 Peloton (PTON) 固定自行车和跑步机的销售额在最近一个季度下降了 17%。这两台机器是公司的支柱，占其业务的 60%。
周五，在瑞士信贷将该股的目标价格下调一半以上后，Peloton 股价下跌 5%，创下 52 周新低。
对许多人来说，转向家庭健身成为一种必要，而不是一种选择，因为健身房在 2020 年关闭以防止 Covid-19 的传播。这导致其昂贵自行车的购买热潮，零售价在 1,500 美元至 2,300 美元之间。
但是，随着健身房和其他健身提供商今年开始重新营业，人们厌倦了在家度过的过多时间，纷纷赶回新冠疫情之前的日常活动。 “很明显，我们低估了重新开放对我们公司和整个行业的影响，”Peloton 的首席财务官吉尔伍德沃思在最近与分析师的财报电话会议上表示。
现在，购买第一台 Peloton 机器的人越来越少，而那些已经拥有它们的人正试图出售他们的机器。
转售市场 OfferUp 表示，自 4 月以来，寻求出售 Peloton 机器的人数激增。同期，在 OfferUp 上，Peloton 卖家增加了 77%，而希望购买 Peloton 健身器材的人数增加了 25%。
另一个转售市场 Mercari 表示，从 1 月到 12 月，Peloton 品牌商品的销售清单同比激增 1,336%，包括健身器材和相关装备，例如其品牌自行车鞋。
如果这些迹象对公司来说还不够令人担忧，那么周四，当“欲望都市”复兴的首映式中令人震惊的情节扭曲将 Peloton 自行车纳入主要角色之死时，好莱坞对 Peloton 进行了一些不愉快的宣传.
（播放“欲望都市”的 HBO Max 是华纳媒体的一个部门，CNN 也是如此。）
市场研究公司 NPD Group 的高级体育行业顾问马特鲍威尔表示，有几个因素可能导致 Peloton 的需求下降。
“大部分家庭健身都是‘一次性完成'的购买。如果你在 2020 年买了一台跑步机，那么你在 2021 年就不需要另一个了，”鲍威尔说。此外，持续的供应链问题也影响了销售。他说，健身房健身的缓慢恢复可能也有贡献，尽管它没有恢复到大流行前的水平。
然后还有另一项长期且非 Covid 的现实检查，与购买的家用健身器有关。
鲍威尔说：“传统上，购买健身器材六个月后，使用量总是会显着下降。” “众所周知，它们被遗弃并成为一种昂贵的衣架。”
People are breaking up with their Pelotons
New York (CNNBusiness)The pandemic sparked a fast and furious love affair with Peloton. Now comes the breakup.
The first sign that the Peloton pandemic bubble burst came last month, when the company revealed sales of its Peloton (PTON) stationary bikes and treadmills fell 17% in its most recent quarter. Those two machines are the company's bread and butter, making up 60% of its business.
On Friday, Peloton shares dropped 5% to hit a new 52-week low after Credit Suisse slashed its price target on the stock by more than half.
For many, turning to at-home fitness became a necessity, not a choice, as gyms shut down in 2020 to prevent the spread of Covid-19. That led to a boom in purchases of its pricey bikes, which retail for between $1,500 and $2,300.
But as gyms and other fitness providers began reopening their doors this year, people fed up with the inordinate amount of time they've spent at home, rushed back to their pre-Covid routines. "It is clear that we underestimated the reopening impact on our company and the overall industry," Peloton's CFO Jill Woodworth, said during a recent earnings call with analysts.
Now, fewer people are buying a first Peloton machine, and those who already have them are trying to sell theirs.
The resale marketplace OfferUp said the number of people seeking to sell their Peloton machines has jumped since April. It's seen a 77% increase in Peloton sellers versus a 25% increase in people looking to buy a Peloton fitness machine in that same period on OfferUp.
Mercari, another resale marketplace, said it's seen a 1,336% surge year-over-year surge from January to December in sale listings of Peloton-branded items, including the exercise machines and related gear such as its branded cycling shoes.
And if these signs aren't worrying enough for the company, on Thursday, Hollywood delivered Peloton some unhappy publicity when a shocking plot twist in the premiere of the "Sex and the City" revival incorporated a Peloton bike in the death of a major character.
(HBO Max, which airs "Sex and the City," is a unit of WarnerMedia, as is CNN.)
Matt Powell, senior sports industry adviser with market research company NPD Group, said several factors could be contributing to Peloton's fading demand.
"Much of home fitness is a 'one and done' purchase. If you bought a treadmill in 2020, you don't need another in 2021," said Powell. Also, the ongoing supply chain problems have dented sales. The slow return to in-gym fitness likely contributed as well, he said, although it's not back to pre-pandemic levels.
And then there's one other perennial and non-Covid reality check tied to at-home exercise machine purchases.
"Traditionally there's always a significant falloff in usage after six months of acquiring an exercise machine," said Powell. "They notoriously get abandoned and become a kind of expensive clothing rack."
