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1 Nov 2024

Independent retailers across Britain have reacted with dismay to yesterday's Budget, with many warning of store closures, job losses and cancelled expansion plans.

30 Oct 2024

The British Independent Retailers Association (Bira) and the ACT have condemned today's Budget as the most damaging for independent retailers in recent memory, with...

30 Oct 2024

Retailers and hospitality businesses are paying three times their economic share in business rates, according to analysis by the British Retail Consortium (BRC) and UK Hospitality.

30 Oct 2024

eBay is tightening regulations on e-bike and e-bike battery sales in the UK from 31 October, in a change aimed at prioritising consumer safety.

30 Oct 2024

ACT parent company Bira is working with UK Finance and other organisations who form the UK’s wholesale cash industry to gain vital information to ensure businesses get the best possible...

29 Oct 2024

Eighteen organisations, including Cycling UK, Greenpeace, The Centre for Mental Health, and The Association of Directors of Public Health, have urged the Chancellor to allocate 10% of the...

25 Oct 2024

ACT members were in attendance at the hugely successful Bira Conference in London last week, featuring an inspiring line-up of speakers providing valuable insights from independent retail...

24 Oct 2024

Peloton Interactive has strategically launched a rental programme, broadening its market appeal. Traditionally, Peloton’s offerings have been positioned as premium, high-investment...

22 Oct 2024

UK cycling manufacturer Whyte Bikes has announced the closure of its three cycling experience hubs following a major shift in the company’s strategy, which includes supporting independent...

15 Oct 2024

The ACT is launching a campaign to ensure fair and accurate reporting of e-bike-related news while promoting the positive aspects of e-bike usage.

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Renticy analysis: Pelotons Rental Initiative

Posted on in Business News , Cycles News

Peloton Interactive has strategically launched a rental programme, broadening its market appeal.

Peloton Bike

Traditionally, Peloton’s offerings have been positioned as premium, high-investment products, often requiring a significant financial commitment due to their high price point and accompanying monthly subscription fees. This model can be challenging in a market where consumer adherence to fitness regimens is inconsistent.

The introduction of rental options allows Peloton to cater to diverse consumer segments:

  1. Dedicated Users: These are customers confident in their commitment to regular use and are likely to continue purchasing new products.
  1. Cost-Sensitive Consumers: For those deterred by the high upfront costs, Peloton’s refurbished products offer a more affordable entry point.
  2. Exploratory Users: This group includes individuals interested in the Peloton experience but hesitant about a long-term commitment. Previously, their options were limited to either making a significant investment or not participating at all. The rental programme now provides a more flexible entry point, allowing these customers to try the product with minimal risk. They can cancel at any time or purchase the equipment later if they find it suits their needs.

Strategic Implications

The rental initiative serves as a low-risk introduction to the Peloton ecosystem, making it accessible to a wider demographic. This approach not only enhances Peloton’s competitive positioning against traditional gym memberships but also offers the convenience of home workouts at a comparable cost.

Flexibility in the Cycling World

The growing shift towards rental programmes in other industries signals a broader trend—customers want flexibility. In the cycling world, this is just as important. Whether it’s riders looking to test a new bike model before buying or shops aiming to offer temporary solutions, rentals create new opportunities.

The ACT has recently partnered with Renticy who are at the forefront of this shift within the cycling industry. Renticy state, “our service provides retailers with the tools to offer flexible rental programmes, whether they’re renting out high-performance bikes, accessories, or other cycling gear. Much like Peloton’s strategy, we’re helping businesses cater to a wider audience while generating new revenue streams. As the cycling industry evolves, we’re here to support that evolution with innovative solutions designed to meet modern consumers’ needs.”

If you’re ready to explore the benefits of rental services for your business, Renticy is available to help you get started! Visit the service page NOW, ACT members benefit from 12 Month FREE trial and Gold members only pay a 5% transaction fee in the first year.

For more information click here.

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