M Science pegs Peloton's share of the market for products priced at more than $1,400 at a little more than 65%, making it the leading player. That's despite the lift Peloton saw on key holiday shopping days including Black Friday and Cyber Monday, it said. In November, Peloton's share of all connected fitness products priced at a minimum of $1,400 was tracking slightly below levels observed in 20, M Science said. One bright spot the presentation noted was that Peloton's share of the total connected fitness market had been increasing.īut a report from research firm M Science shows that Peloton's overall market share might be on the decline. This includes gross margin improvements, moving to a more variable cost structure, and identifying reductions in our operating expenses as we build a more focused Peloton moving forward."įoley added that Peloton will have more to share when it reports its fiscal second-quarter results on Feb. Late Thursday, Chief Executive Officer John Foley said in a statement, "As we discussed last quarter, we are taking significant corrective actions to improve our profitability outlook and optimize our costs across the company. The company also said it initially planned to charge $595 for the bundle that includes one of Peloton's heart rate arm bands and later dropped the price by $100. was pushed from last October to next month and now could come as late as April, the presentation dated earlier this month said. The company said this is a signal of "a more challenging post-Covid demand environment." Email capture rates keep track of the number of people who enter their email addresses on Peloton's website to receive information on the product. Peloton also said it has seen low email capture rates for the upcoming debut of its $495 strength training product, Peloton Guide, which is codenamed "Project Tiger" in internal documents viewed by CNBC. However, Peloton said, the latest forecast doesn't take into account any impact to demand the company might see when it begins to charge customers an extra $250 in delivery and setup fees for its Bike, and another $350 for its Tread, beginning at the end of this month.