Peloton has signaled that price changes are coming as part of a broader effort to improve monetization and better reflect their true costs.
The update came during Peloton’s FY 2025 Q4 earnings call and investor letter, where leadership also discussed their recent layoffs and cost-cutting measures.
In the earnings letter, Peloton explained:
We will become more sophisticated in our use of promotions and will adjust prices to reflect our costs—including shipping, returns, tariffs, and other fees we pay—along with the value we provide to our Members. For example, we will introduce optional expert assembly fees to reflect the real costs of installing our equipment, while extending free self-install to include our Tread and Row, thereby preserving Member choice and control.
Historically, Peloton has included free professional assembly with the purchase of hardware devices such as the Bike/Bike+, Tread/Tread+, and Row. Soon that service will carry a fee, with self-installation options expanded for members who prefer to set up their own equipment so they do not have to pay an extra cost.
At this time the upcoming adjustments appear to focus mainly on hardware pricing and fees, though membership pricing has also been a topic of conversation in recent months. As we previously reported, Peloton has hinted at the possibility of raising subscription costs numerous times since CEO Peter Stern took the helm at the beginning of the year. Though not confirmed, we anticipate Peloton may wait to announce any price hikes until they unveil their new “innovation roadmap.” One analyst recently predicted that such a change could take effect on January 1.
Stern noted during the call:
“We continue to improve our unit economics and will adjust prices to reflect the value we provide to our members and the cost of operating our business, including shipping, returns, tariffs, and other fees we pay.”
He emphasized that the timing of any subscription price change would likely coincide with a slate of new features and updates, ensuring members can see both the value they have already received and what new things are coming next.
Stern pointed to significant growth in Peloton’s offerings since their last price adjustment over three years ago, including: more than doubling the number of instructor-led programs; significant expansion of the workout library; new strength offerings like the Strength+ app, kettlebell training, and weighted vests; new entertainment integrations such as YouTube, Disney+, and NBA League Pass; and Personalized Plans now used by over 700,000 members.
Chief Financial Officer (CFO) Liz Coddington added that these changes — alongside product updates and new features — are intended to help the company return to year-over-year revenue growth over the next three quarters.
Stern emphasizes that Peloton sees itself as already delivering significant value to its members, and plans to build on that with even greater offerings ahead. He stated on the call:
“So I think looking backwards, we feel really great about the value we provided. But people, you know, a lot of members will feel like, well, I already got that. So what are you going to do for me going forward? And today is not the day for me to talk about those sorts of things. But when we do, I think our members are going to be even more excited about what Peloton has to offer. So, again, I’m not going to comment anymore on that particular topic, except to just signal the value we have we already deliver and intend to deliver. It’s been really positive, but there are those things.”
While Peloton has not yet announced any exact pricing changes or effective dates, members can expect new fees for professional assembly, possible adjustments to hardware pricing, and potential subscription price increases in the future. We will share any and all updates as they become available.
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Self-service is better anyway, since the people tasked with installation know nothing about the hardware.
The only reason i do not have a peleton bike is because of the monthly fees that rival a full gym membership. 15 bucks a month should be max not 40. Raising membership prices shows Peleton does not underatand its own problem.
Im ready to sell this bike and just pay for the damn app.