Peloton said on Thursday it is raising the monthly fee for its on-demand fitness content in the United States and Canada, while cutting the prices of its Bike, Bike+ and Tread machines in all markets as it looks to attract more customers.
The move comes a day after shareholder Blackwells Capital said the exercise equipment maker has failed to deliver on promises to transform the business.
The price of Peloton's all-access subscription plan in the United States will go up to US$44 per month, from US$39, whereas in Canada the fee will rise to C$55 per month from C$49, the company said in a blog post.
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