Peloton's CFO Says a Cheaper Treadmill Could be Coming -- Barrons.com

peloton首席财务官表示,可能会有更便宜的跑步机-Barrons.com

2020/07/09 17:29  Dow Jones Newswires

DJ Peloton's CFO Says a Cheaper Treadmill Could be Coming -- Barrons.com


By Shaina Mishkin

The next Peloton Interactive product probably won't be a rowing machine or an exercise bike, said the company chief financial officer Jill Woodworth. But a lower-priced treadmill could be in the cards. "We believe the running and boot camp category is two-to-three [times] the size of the bike category," she said. "If you think about our priorities, that is first and foremost on our minds."

Woodworth addressed new product rumors, the company's subscription model, and its much-discussed holiday commercial during a Barron's Investing in Tech call. The conference takes place every Wednesday until July 15.

"The only category that we have spoken explicitly about is our desire to have a lower-priced tread, or a tread that's priced more in line with our existing bike," Woodworth said. The price of the company's stationary bike starts at $2,245, according to the company's website, while its treadmill begins at $4,295.

While a rower "over time, could be interesting," Woodworth said, she sees that market opportunity as smaller than the bike, and "much, much smaller than tread and boot camp."

Peloton shares (ticker: PTON) have been rising throughout the coronavirus crisis. Of the 26 analysts polled by FactSet, 24 currently rate Peloton Buy or Overweight -- despite attention from a short seller before the crisis that briefly sent shares falling.

Asked about the skeptical view that Peloton's app, which charges $12.99 a month, could draw users away from its $39 monthly membership, Woodworth characterized the app as "somewhat of a lead generation tool for our connected fitness."

While the platform was originally intended as a companion app for members while they traveled, Woodworth said it gained steam after Peloton released the Tread and expanded its digital offerings. "What we see is it's an incredible way for people to be introduced to the Peloton community," she said.

During the call, Woodworth also addressed Peloton's controversial holiday commercial, which stirred up a social media storm -- and her view of what the reaction said about popular views on fitness. "I think some of the backlash we got represents a lot of the baggage that has been in the fitness category for years and years," she said, which has historically been "centered around weight loss" and fad products. "That's just not how we see ourselves."

"I think it was also just a representation that people think that if you give someone the gift of fitness, that you're giving them the message that they need to lose weight," Woodworth added, "and that's never been any part of our brand."

Email: Shaina Mishkin at shaina.mishkin@dowjones.com

(END) Dow Jones Newswires

July 09, 2020 05:29 ET (09:29 GMT)

Copyright (c) 2020 Dow Jones & Company, Inc.

DJ peloton的CFO表示,可能会有更便宜的跑步机-Barrons.com


谢娜·米什金(Shaina Mishkin)著

该公司首席财务官吉尔·伍德沃斯(Jill Woodworth)表示,下一款Peloton Interactive产品可能不会是划船机或健身自行车。但一款价格较低的跑步机可能会出现。“我们相信跑步和新兵训练营的门类是2到3个。”[泰晤士报]“自行车种类的规模,”她说,“如果你考虑我们的优先事项,那是我们首先考虑的问题。”

伍德沃斯在巴伦的科技投资电话会议上谈到了新产品的传言,公司的订阅模式,以及备受讨论的假日广告。会议每周三举行,一直持续到7月15日。

伍德沃斯说:“我们唯一明确谈到的类别是,我们希望有一种价格更低的踏面,或者价格更符合我们现有自行车的踏面。”根据该公司网站的信息,该公司固定自行车的起价为2245美元,而跑步机的起价为4295美元。

伍德沃斯说,虽然赛艇运动员“随着时间的推移,可能会很有趣”,但她认为这个市场机会比自行车小,而且“比踏板和新兵训练营小得多”。

佩洛顿公司(股票代码:PTON)的股票在整个冠状病毒危机期间一直在上涨。在FactSet调查的26位分析师中,有24位目前对佩洛顿买入或增持给予了评级--尽管在危机之前,卖空者曾关注过导致股价短暂下跌的问题。

当被问及对佩洛顿这款每月收费12.99美元的应用程序可能会将用户从每月39美元的会员资格中抽离持怀疑态度时,伍德沃斯将这款应用程序描述为“某种程度上是我们互联健身的领先一代工具”。

虽然该平台最初打算作为会员旅行时的伴侣应用程序,但伍德沃斯表示,在peloton发布踏板并扩大其数字产品后,该平台获得了动力。她说:“我们看到的是,这是将人们介绍给佩洛顿社区的一种令人难以置信的方式。”

在电话中,伍德沃斯还谈到了佩洛顿有争议的假日广告,这一广告在社交媒体上引发了风暴--以及她对公众对健身的看法。她说:“我认为,我们受到的一些反弹代表了健身类别多年来一直存在的很多包袱。”历史上,健身类别一直以“减肥”和时尚产品为中心。“这不是我们看待自己的方式。”

“我认为这也只是一种表现,人们认为,如果你给某人健身的礼物,你就是在给他们传达他们需要减肥的信息,”伍德沃斯补充道,“而这从来就不是我们品牌的一部分。”

电子邮件:Shaina Mishkin@shaina.mishkin@dowjones.com

(完)道琼斯通讯社

2020年07月09日东部时间05:29(格林威治时间09:29)

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