Can Peloton's New 'Repowered' Marketplace Turn Around Its Ailing Financials?

It's no secret that exercise equipment brand Peloton has been facing difficulties in the post-COVID era, sinking from a stock value peak of about $163 in 2021 to about $7.30 as of June 6, 2025.

Now, as Forbes detailed, Peloton is again trying to solidify its turnaround effort with the launch of an equipment and accessories resale marketplace dubbed Peloton Repowered. The launch coincides with remarks made June 5 at a Bloomberg event by CEO Peter Stern — installed at the helm on Jan. 1 this year — wherein he reiterated his focus on revitalizing the business as a "standalone company."

"I was not hired to sell this company," he said. "I was hired to bring this company back to growth, reinvigorate it, and that is happening."

Peloton Repowered Aims To Assist Sellers in Posting Pre-Owned Equipment and Accessories

The Peloton Repowered marketplace is initially available to those belonging to a limited market — sellers located in the Boston, New York City, and Washington, D.C., metropolitan areas — with plans to expand nationally over the course of the months to come.

Still in its infancy, the platform so far will only allow eligible sellers to list items into inventory, with the actual business of buying and selling slated to be brought into play in the next few weeks.

The overall aim of the platform: Members can list their used or pre-owned Peloton equipment and accessories, setting a price with assistance being offered via a generative AI tool. Even though the agentic AI will suggest a price point, users ultimately will be able to determine the final sale price for any items uploaded to the platform.

Those who do opt to sell via the Peloton Repowered marketplace will receive 70% of the final sale price in addition to a discount on new Peloton workout equipment — a discount ranging from $200 to about $600. Furthermore, buyers on the Peloton Repowered platform will be entitled to a substantial discount on the "used activation fee" of $95, which will be more than halved to a more modest $45.

The Archive platform will serve as host to the Peloton Repowered marketplace, with Archive having provided similar services to Dr. Martens, New Balance, and The North Face in the past.

Peloton's Turnaround Efforts Continue

Peloton has continued to work on its ongoing turnaround effort, with mixed results. Its latest May 8 letter to shareholders detailing its Q3 2025 financial results told the tale concisely.

Membership declined by 8%, from 6.6 million in Q3 2024 to 6.1 million in the third quarter of 2025. Paid connected fitness subscriptions also trended downward (by 6%), from 3.051 million to 2.88 million during that same time frame.

Total revenue tumbled as well, falling 13% year-over-year to $624 million from a year-prior position of $717.7 million. On the other hand, total operating expenses were slashed from $455.9 million to $350.5 million (-23%), and net loss was significantly curtailed from $167.3 million in losses to $47.7 million (an improvement of 72%).

"[Stern] said that Peloton must evolve into a more personalized coach powered by AI, while expanding its reach through retail, international markets, and travel, including a stronger presence in hotel gyms. The company has implemented several initiatives to steady the business, including 15% job cuts announced last year and shifting its focus to subscription sales over hardware," Forbes reported.

"The company last month also initiated a pricing strategy to offer discounted equipment rates for eligible educators, healthcare workers, first responders and military personnel in the U.S.," the outlet added.