A new report from Bloomberg indicates that the new Peloton Cross Training devices are seeing “sluggish sales” so far at third party retailers.
In the report, Bloomberg reached out managers at dozens of DICK’S Sporting Goods and Johnson Fitness & Wellness stores. These are the main third party stores across the US where customers can try and buy Peloton devices in-person (outside of Peloton’s own micro store showrooms). Those managers shared that that while foot traffic and people trying the new Peloton Cross Training Bike+ and Peloton Cross Training Treads out had increased, “this has yet to translate into significant sales.”
Bloomberg went on to look at data from Amazon, sharing that as of mid-November, Amazon only showed around 50 people having purchased the Cross Training Bike+. They also reported that “Peloton’s warehouse movement remained slow” over this same time period.
However, since Peloton’s Black Friday deals had begun – the number of sales on Amazon had doubled to more than 100.
In another positive sign, Bloomberg reported that Peloton web traffic year over year was flat from October 2025 to October 2024 – which was a positive sign after it had been down year over year in September.
Peloton is planning for the number of devices sold to increase over the holidays, as they launch their Black Friday sales and other promotions. Bloomberg looked at data from ImportGenius, and found that Peloton had “recently increased the volume of its maritime imports compared with previous years” – expecting increased demand this year.
Peloton declined to comment to Bloomberg on this report.
It’s worth noting that this sales data shared by Bloomberg is gathered based on third-party retail partners – and not from direct sales by Peloton itself (although the warehouse movement being slow may reflect some insight onto sales directly from Peloton). That information won’t be shared until Peloton’s next earnings call in early 2026.
Peloton’s CFO Liz Coddington previously shared that they expected consumers to take their time deciding whether to buy the new devices, saying “The consideration period can be quite long before somebody decides to invest in our premium-priced products.”
Peloton’s new cross training devices (the Peloton Bike, Bike+, Tread, Tread+, and Row+) were launched on October 1. With this, the prices of the devices were increased over what they had been for the “Original Series” line of devices they replaced. The cost of the required monthly membership was increased from $44 to $49.99/month for all owners of the hardware devices as well.
More recently, Peloton issued a recall for many of the original series Peloton Bike+ to rectify an issue with the seat post. Peloton had been forced to issue a recall for the original series Bike seat post in 2023 – but at the time did not recall the Bike+.
You can read the full report from Bloomberg here.
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