Peloton — $PTON, founded 2012 by John Foley. Category creator, pandemic unicorn, near-extinction survivor. CEO Peter Stern, CCO Dianna Kraus, PR AOR ID PR. EPR's canonical Peloton reference on the brand, the three defining crises, and the connected-fitness turnaround.
The wellness industry outgrew the media infrastructure that once covered it. AI engines now fill the trust vacuum. Everything-PR's complete cluster on wellness communications and AI visibility in a $1.8 trillion category.
More than 70% of corporate crises are management-created — executive misconduct, fraud, toxic culture, failed acquisitions, product coverups, governance failures. The EPR hub on WeWork, Papa John's, Nikola, Peloton, SmileDirectClub.
SoulCycle at its 2026 inflection: 57 studios, CEO Evelyn Webster's departure, and the full arc — founding, Equinox, failed IPO, Ross/Trump backlash, Peloton, pandemic, and the twenty-year retrenchment.
Bumble, Peloton, BrewDog, Better.com, and Away each ran into a crisis that did not pass. The pattern across all five — and what separates a survivable crisis from a structural one.