It’s looking like mission impossible for Peloton (PTON) who, if some might remember, was the darling of the lockdowns a few years ago.
This is really a story of making hay while the sun is shining because the sun has decided to tuck itself behind clouds indefinitely to the chagrin of PTON.
I have posted a few negative critiques of PTON because it’s accurate to distill the company down to an iPad on a stationary bike which charges for an expensive subscription.
The fact is once the world opened up, people stopped using PTON products and happily decided to go back to their old routines like visiting fully serviced gyms or exercising outside.
Even the consumers who decided to quit working out altogether are most likely traveling the world spending their PTON subscription money at a pizza joint in Italy.
The downdraft all came to a head today when PTON dropped yet another disastrous earnings report and their stock is down 23% at the time of this writing.
They whined about the decline in paying subscribers and said the cost of an equipment recall was denting its profit.
The fitness-equipment company cautioned that it expected to have negative cash flow in each of the next two quarters as it keeps fighting high inventory levels, and another sequential drop in subscribers.
Chief Executive Barry McCarthy played down the crashing stock price by explaining that the stock market isn’t in sync with the actual business and doubled down by emphasizing the company has its best days ahead of itself.
The New York company also said it is back to purchasing more bike and tread inventory, as it is in a more normalized inventory position than a year ago.
Peloton has struggled with its pricing strategy and recently further lowered the prices for its treadmill and rower by about 14% and 6%, respectively.
Peloton had told investors that it was looking to stem losses and start generating cash flow from its operations after slashing jobs and restructuring its business.
In the latest quarter, the company reported a negative cash flow of $74 million, weighed down by a legal settlement.
Peloton expects to end the September quarter with paying connected fitness subscribers of 2.95 million to 2.96 million, down from three million as of the end of the June quarter.
It has already received about 750,000 requests for replacement seat posts, ahead of internal expectations, and has been able to fulfill 340,000 of them.
Revenue for the fiscal fourth quarter ended June 30 fell 5% to $642.1 million.
Peloton’s average monthly connected fitness churn was 1.4% in the quarter, increasing from a 1.1% churn in the prior quarter, as a result of the company’s bike-seat-post recall.
This cautionary tale dovetails accurately with my wider thesis of smaller brand-named tech companies losing the war against the tech behemoths.
One little misstep and the inner problems are magnified and PTON has numerous issues under the hood of the car.
The CEO hyping up the company is a fool’s game because the writing is on the wall for this product.
There is no competitive advantage in their product and I believe subscriptions and hardware will continue to fall off a cliff.
Investors should head to higher water and look at premium names like Nvidia or Microsoft.
These types of companies possess strategic footholds in the leading technologies in the world and I can’t say the same for PTON.
PTON will continue to trend into the dustbin of history and don’t get fooled into this stock reversing any time soon.
Avoid this stock like the plague.
