Peloton shares plunge on fight with U.S. consumer safety agency

Peloton Interactive shares fell 10% on Monday after the fitness-equipment maker’s disagreements with a federal consumer safety agency over accidents, including a fatal one, related to one of its treadmill lines got testier.

Two days ago, the U.S. Consumer Product Safety Commission said in an “urgent warning” citing 39 accidents—including one death—that it urged “consumers with children at home to stop using the product [Peloton Tread+] immediately.”

Peloton dispensed with diplomatic niceties and blasted the agency’s warning as “inaccurate and misleading,” while CEO John Foley dismissed any notion Peloton would stop selling or even recall the treadmill. “I want to assure you that we have no intention of doing so,” Foley said in a note to customers this weekend. The CEO said the treadmill is “safe when our warnings and safety instructions are followed” while allowing that kids and pets should not be allowed near the Tread+ at any time.

Foley also said that Peloton was working on a software-enabled backup access code as another level of security against unwanted use of the Tread+ in the hopes of a rollout soon.

The disagreement with the agency led Bank of America to reduce its target price for Peloton stock. One of the hottest names of 2020, the stock almost quintupled last year, but has languished so far in 2021, falling 28% since January. Bank of America said the issue could hamper Peloton’s subscriber growth, according to CNBC.

Bloomberg Intelligence analyst Amine Bensaid concurred, saying in a research note on Monday that “the warning may deter some customers from purchasing new treadmills.” At the same time, he noted, bikes represent more than 90% of Peloton’s hardware sales, limiting the potential damage.

Nonetheless, there are signs the standoff could escalate further. The New York Times reported on Sunday that Sen. Richard Blumenthal (D-Conn.) called on Peloton to cooperate with the agency and said, “It’s clear that the Peloton Tread+ must be recalled.”

The agency can nudge Peloton by filing a lawsuit if Peloton refuses to issue a recall, Bloomberg Intelligence litigation analyst Holly Froum said in a note, but most recalls are voluntary.

The contretemps comes at potentially challenging time for Peloton. The company has benefited from the rush to create home gyms during the pandemic, but many gym chains have resumed in-person classes as the pandemic’s grip loosens. It is facing growing competition, including from NordicTrack maker Icon, which is gunning for an IPO.

Peloton this month closed on the acquisition of Precor, a manufacturer the company is hoping will help it better meet high demand for its products and reduce the wait times that have frustrated consumers.