Health and Wellness

Once a Pandemic Superstar, Peloton Rode Straight Into a Wall. Now What?

As executives struggle to save the brand, some say the ride is simply over

a woman using a peloton — From a 2021 high of $50 billion, Peloton's market cap had fallen by 88% as of April.Photo Illustration: Adweek; Peloton

Learn the ins, outs, dos and don’ts of creator marketing at Social Media Week Europe this 10–11 October in London. Register for your in-person or virtual pass.

Last December, the millions of fans who tuned in for And Just Like That, the much-anticipated sequel series to the late ’90s cult phenom Sex and the City, were in for a big surprise—literally.

Leaving aside the challenge of updating Carrie, Miranda and Charlotte with a bit more wisdom and a slightly new style, there was the matter of how to revive Mr. Big, Carrie’s on-again-off-again paramour played by Chris Noth. Writers put him back into the script—but not for long.