Peloton Interactive (PTON) appeared to be mounting an impressive recovery through 2024 and into early 2025, with the stock climbing more than 170%. However, recent setbacks have put that rebound in doubt, as shares have fallen 23% year-to-date.
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Given the growing operational headwinds and weakening fundamentals, it’s difficult to make a compelling case for owning the stock—even at what might seem like a reasonable valuation. I remain Bearish until Peloton demonstrates evident progress in subscriber growth and a path to sustained profitability.
Peloton’s Rise and Repeat
During the darker days of the COVID pandemic, as we collectively turned to home-based activities, companies like Peloton were there to meet consumer demand. At its peak, the company grew to one of the world’s largest interactive fitness platforms, serving over 6 million members, and reached a $50 billion valuation with shares trading above $150.
However, as we know, expectations for a permanent shift to home-based activities quickly gave way to a resumption of normalcy as the world emerged from the pandemic. Demand for Peloton crashed as consumers returned to gyms and low-cost competitors flooded the market. By early 2024, its shares had lost 97% of their value.
The company transitioned under new management, which implemented aggressive cost-cutting measures, refined its debt structure, and shifted its focus from hardware sales to higher-margin subscription revenue. These efforts showed promising results, as Peloton posted its first sales increase since 2021, partnered with Costco for retail distribution, and the stock rebounded.
However, cracks have begun to appear in the recovery narrative. Recent quarterly results show revenue decline, with sales dropping 13% year-over-year while competitors have posted modest growth. More concerning, the subscriber base has stagnated at roughly 3 million fitness subscriptions, suggesting the company’s growth engine has stalled.
Heading the Wrong Direction
Peloton continues to operate at a loss, and revenue trends have reversed course (after the brief improvement in 2024). Hardware sales continue to decline, and subscription revenue appears to have plateaued at roughly $1.7 billion annually, as churn rates remain elevated.
According to TipRanks data, PTON has reduced its operating expenses by 25% year-over-year, significantly improving its cost structure. Yet, capital expenditures have plummeted from over $300 million annually to just $11.3 million, reflecting a company in survival mode rather than one investing in growth.
Peter Stern’s addition as CEO initially generated optimism, given his background with subscription services at Apple and operational experience at Ford. His initial strategy of prioritizing profitability over growth seemed reasonable given Peloton’s financial constraints.
Yet, recent insider activity raises questions about management’s confidence in the turnaround. Multiple senior executives, including the Chief Financial Officer, have sold significant blocks of shares, which typically signals a skeptical view of near-term prospects.
Valuation Not a Safety Net
Peloton faces intensified competition for a total addressable market that appears to have stabilized at levels well below pandemic peaks. Tech giants Apple (AAPL) and Amazon (AMZN) continue to expand their fitness offerings with integrated ecosystems and deeper pockets. In contrast, traditional fitness equipment manufacturers like NordicTrack and Tonal have enhanced their connected offerings.
Despite trading at seemingly reasonable valuation metrics, with a price-to-sales ratio of 0.98x that is in line with sector averages, the stock’s negative price momentum is concerning. Additionally, the stock trades bearishly below all major moving averages, suggesting that its current valuation may continue to trend downward.
Finally, an elevated short interest of roughly 18% of outstanding shares reflects widespread skepticism about the company’s prospects and weighs on its valuation.
Is PTON a Good Stock to Buy?
On Wall Street, PTON stock carries a Moderate Buy consensus rating based on four Buy, seven Hold, and zero Sell ratings over the past three months. PTON’s average stock price target of $8.06 implies ~19% upside potential over the next twelve months.
While still somewhat optimistic, analysts’ views of the stock have grown increasingly cautious. For example, Bernstein, UBS, and Citi have recently reiterated Hold ratings on the shares following disappointing recent results.
Still, the company has its fans. Bank of America’s Curtis Nagle believes that several potentially positive catalysts are not currently reflected in the shares’ price, and he maintains a Buy rating with a $9.50 price target.
Meanwhile, Susan Anderson from Canaccord Genuity recently reiterated a Buy rating on the shares with a price target of $10, noting the company’s launch of a new marketplace for refurbished equipment that aims to tap into the second-hand market. This could provide a new revenue channel while encouraging existing users to upgrade their equipment.
PTON Lacks Pace in a Crowded Field
While Peloton’s cost-cutting efforts have had a positive impact, operational improvements alone cannot overcome structural market challenges. Revenue decline has resumed, subscriber growth has stalled, and competitive pressures continue to mount, with no clear differentiation strategies in place.
Investors may want to avoid this one until the company demonstrates sustained subscriber growth and provides a reasonable path to profitability.