Peloton brand trust following treadmill recall in the U.S. 2021
In May 2021, Peloton, a fitness equipment and online subscription company based in New York, issued a voluntary recall of the Peloton Treadmill following a series of injuries and a death related to the machine. Amidst these safety concerns, Peloton announced a product recall and delayed the release of its new, smaller treadmill. Despite these issues, user trust in the brand remained mostly unaffected. During a May 2021 survey, 73 percent of Peloton users stated that their trust in the brand remained unchanged, while only 14 percent lost trust with the brand following the well-documented issues.
