Shares of the fitness equipment manufacturer, Peloton (PTON), plummeted by over 21% early Wednesday, reaching an unprecedented low. This sharp decline is attributed to multiple factors:
- A decline in subscriber growth.
- The unanticipated heavy expenses associated with the bike seat recall.
- Peloton, in its recent shareholder letter, pinpointed the seat post-recall announced on May 11th as a significant reason for the slowdown. This recall had a cascading effect on the sales of the original Peloton Bike due to a shortage in seat post availability.
- The financial setback from this recall was more than just a dent. With costs that “substantially exceeded” Peloton’s initial estimates, the company had to accrue an additional $40 million for this quarter alone to cover both the current and anticipated future recall-related expenses.
- CNBC reported that the fallout from this recall led approximately 20,000 members to suspend their monthly subscriptions, awaiting a replacement seat post. However, there’s a silver lining: Despite a quarterly drop of 29,000 subscribers, Peloton saw a 4% growth in subscriptions on a year-over-year basis.
- Quarterly Revenue: The company’s Q4 revenue was reported at $642.1 million, a 5.4% decline from the previous year. Yet, it marginally surpassed Wall Street’s prediction of $641.6 million.
- Revenue Forecast: The forecasted revenue for the first quarter stands between $580 million to $600 million, which is notably below the consensus analyst prediction of $647.8 million.
- Year-to-date Analysis: This year has not been favorable for Peloton with its shares plummeting about 30%. Despite the financial turbulence, the company, for the second time, recorded a positive free cash flow in the most recent quarter. However, the company forecasts that the next two quarters may not reflect the same optimism. Instead, they anticipate positive free cash flow in the latter half of fiscal 2024.
The Recall Saga
- The backdrop of the Recall: In May, a recall was issued involving the adjustable seat on over 2 million Peloton PL-01 Bike models due to safety concerns. The hazard posed a risk of the seat breaking during use.
- Consumer Response: The company was inundated with 750,000 requests for new seat posts. This number surpassed their expectations, and as of now, only about half of those requests have been addressed. The company aims to complete the remaining requests by the end of September, cutting down the original fulfillment period by three months.
- Seat Recall Impact: Apart from financial repercussions, the recall adversely impacted Peloton’s reputation and its relationship with its subscribers. Tens of thousands halted their subscriptions, waiting for a seat replacement.
- A Future Pivot?: Amidst the current challenges, Peloton is striving for a comeback. The company witnessed a decline in stock during the pandemic due to supply chain disruptions and safety incidents resulting in recalls. However, last year, in a strategic move, the company onboarded veteran tech executive Barry McCarthy to steer the ship. Under his leadership, changes were implemented to revive the company’s growth trajectory. McCarthy optimistically remarked to investors earlier in February, “This quarter’s results show the changes we’re making are working.”
- Previous Recalls: This isn’t the first time Peloton has been under scrutiny for product recalls. Notably, they had to recall their Tread and Tread+ treadmills previously. The Tread+ recall followed an unfortunate incident involving the death of a 6-year-old child. In connection to this, Peloton settled a $19 million penalty in a civil case with the Consumer Products Safety Commission.
Peloton faces significant challenges due to unexpected recall costs, a downturn in subscriber growth, and a dip in stock value. While the road ahead may be fraught with hurdles, the company, under new leadership, is pushing forward with a renewed strategy and optimism.