Marketing Currents - Business and Marketing Current Events

Peloton runs into PR nightmare: here’s what it needs to do next


Fitness brand Peloton – known for its high-tech stationary bikes and cult-like following – announced Wednesday a recall of both its Tread and Tread+ treadmills following the death of a child and some 70 reported incidents associated with the products.

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Discussion Questions:

  1. What is publicity?
  2. The article suggests that Peloton has run into a “PR nightmare”. What does that mean?
  3. Why did Peloton decide to recall the product? Do you think they had to? Was it the right decision? Why or why not?
  4. What are ethics?
  5. Do you think Peloton handled this situation ethically? Why or why not?
  6. How does negative publicity impact a company?
  7. It has been said that “all publicity is good publicity.” What does that mean?
  8. Do you agree with that concept? Why or why not?
  9. What is crisis management?
  10. How does the concept of crisis management apply in Peloton’s case?
  11. According to this story, how should Peloton respond to this public relations crisis?
  12. If you were a PR professional advising Peloton, how would you recommend they respond? Why? Be prepared to discuss your ideas.

Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.