Addendum to the supplement

Aug 22
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Peloton announces $95 “used equipment activation fee” | Ars Technica

Peloton announces $95 “used equipment activation fee” | Ars Technica

Peloton will start charging people a one-time $95 "used equipment activation fee" for used bikes purchased from outside of Peloton and its official distribution partners.

...

During the call, Peloton's interim CEO, Christopher Bruzzo, said that the activation fee "will be a source of incremental revenue and gross profit" and support Peloton's "investments in improving the fitness experience for our members." Peloton also claimed in a letter to shareholders that the fee is related to ensuring that the subscription customers that Peloton gains through used bike sales "receive the same high-quality onboarding experience."

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Why care about how people view your brand, so long as you can make an extra $95?