{
 "company": "peloton",
 "as_of": "2026-10-07",
 "choices": [
  {
   "id": "peloton-p01",
   "business": "Connected-fitness equipment and subscriptions",
   "category": "product",
   "dimension": "Connected Bike",
   "statement": "Peloton launched the Bike with a screen for instructor-led classes.",
   "event_date": "2014",
   "date_precision": "year",
   "evidence_kind": "company_described_offering",
   "sources": [
    "PE1"
   ]
  },
  {
   "id": "peloton-p07",
   "business": "Connected-fitness equipment and subscriptions",
   "category": "product",
   "dimension": "Tread",
   "statement": "Peloton launched the Tread in 2018.",
   "event_date": "2018",
   "date_precision": "year",
   "evidence_kind": "company_described_offering",
   "sources": [
    "PE1"
   ]
  },
  {
   "id": "peloton-p02",
   "business": "Connected-fitness equipment and subscriptions",
   "category": "product",
   "dimension": "On-demand library",
   "statement": "Members could take previously recorded classes.",
   "event_date": "2019",
   "date_precision": "year",
   "evidence_kind": "company_described_offering",
   "sources": [
    "PE1"
   ]
  },
  {
   "id": "peloton-p03",
   "business": "Connected-fitness equipment and subscriptions",
   "category": "product",
   "dimension": "Integrated tablet",
   "statement": "Foley described choosing an integrated tablet instead of relying on a customer-supplied device.",
   "event_date": "2019",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "PE2"
   ]
  },
  {
   "id": "peloton-p04",
   "business": "Connected-fitness equipment and subscriptions",
   "category": "product",
   "dimension": "Live classes",
   "statement": "Members could join live instructor-led workouts.",
   "event_date": "2019",
   "date_precision": "year",
   "evidence_kind": "company_described_offering",
   "sources": [
    "PE1"
   ]
  },
  {
   "id": "peloton-p05",
   "business": "Connected-fitness equipment and subscriptions",
   "category": "product",
   "dimension": "Workout metrics",
   "statement": "The service retained workout-performance history.",
   "event_date": "2019",
   "date_precision": "year",
   "evidence_kind": "company_described_offering",
   "sources": [
    "PE1"
   ]
  },
  {
   "id": "peloton-p06",
   "business": "Connected-fitness equipment and subscriptions",
   "category": "product",
   "dimension": "Leaderboard",
   "statement": "An interactive leaderboard allowed comparison with other members.",
   "event_date": "2019",
   "date_precision": "year",
   "evidence_kind": "company_described_offering",
   "sources": [
    "PE1"
   ]
  },
  {
   "id": "peloton-p08",
   "business": "Connected-fitness equipment and subscriptions",
   "category": "product",
   "dimension": "Digital application",
   "statement": "The company offered a digital membership alongside the equipment experience.",
   "event_date": "2019",
   "date_precision": "year",
   "evidence_kind": "company_described_offering",
   "sources": [
    "PE1"
   ]
  },
  {
   "id": "peloton-g01",
   "business": "Connected-fitness equipment and subscriptions",
   "category": "go_to_market",
   "dimension": "Showrooms",
   "statement": "Peloton operated 74 showrooms to demonstrate its equipment.",
   "event_date": "2019",
   "date_precision": "year",
   "evidence_kind": "company_described_offering",
   "sources": [
    "PE1"
   ]
  },
  {
   "id": "peloton-g02",
   "business": "Connected-fitness equipment and subscriptions",
   "category": "go_to_market",
   "dimension": "Separate hardware and subscription",
   "statement": "Connected products and ongoing class access were sold separately.",
   "event_date": "2019",
   "date_precision": "year",
   "evidence_kind": "company_described_offering",
   "sources": [
    "PE1"
   ]
  },
  {
   "id": "peloton-g03",
   "business": "Connected-fitness equipment and subscriptions",
   "category": "go_to_market",
   "dimension": "Household access",
   "statement": "A connected subscription supported multiple household members.",
   "event_date": "2019",
   "date_precision": "year",
   "evidence_kind": "company_described_offering",
   "sources": [
    "PE1"
   ]
  },
  {
   "id": "peloton-g06",
   "business": "Connected-fitness equipment and subscriptions",
   "category": "go_to_market",
   "dimension": "Television advertising",
   "statement": "Foley described television as the top of a coordinated acquisition funnel.",
   "event_date": "2019",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "PE2"
   ]
  },
  {
   "id": "peloton-g07",
   "business": "Connected-fitness equipment and subscriptions",
   "category": "go_to_market",
   "dimension": "Digital retargeting",
   "statement": "Digital retargeting supported customers considering a purchase.",
   "event_date": "2019",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "PE2"
   ]
  },
  {
   "id": "peloton-g08",
   "business": "Connected-fitness equipment and subscriptions",
   "category": "go_to_market",
   "dimension": "Home delivery",
   "statement": "Peloton provided delivery and installation for its equipment.",
   "event_date": "2019",
   "date_precision": "year",
   "evidence_kind": "company_described_offering",
   "sources": [
    "PE1"
   ]
  },
  {
   "id": "peloton-g04",
   "business": "Connected-fitness equipment and subscriptions",
   "category": "go_to_market",
   "dimension": "Manufacturing outsourcing",
   "statement": "Peloton shifted away from owned manufacturing during the reset.",
   "event_date": "2022",
   "date_precision": "year",
   "evidence_kind": "company_described_offering",
   "sources": [
    "PE4"
   ]
  },
  {
   "id": "peloton-g05",
   "business": "Connected-fitness equipment and subscriptions",
   "category": "go_to_market",
   "dimension": "Inventory commitments",
   "statement": "Management reduced future inventory commitments.",
   "event_date": "2022",
   "date_precision": "year",
   "evidence_kind": "company_described_offering",
   "sources": [
    "PE4"
   ]
  }
 ]
}