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May 24, 2023

Peloton the rebrand: Exercise bike maker says it's now a health company for all

By MICHELLE CHAPMAN
AP Business Writer

Peloton is undergoing a significant rebrand, dumping its identity as a seller of luxury exercise bikes and equipment to heath technology for all.

“We're shifting perceptions from in-home to everywhere, fitness enthusiasts to people at all levels, exclusivity to inclusivity across all Peloton members present and future,” Chief Marketing Officer Leslie Berland said in a written statement Tuesday.


 
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