Lessons from the Fall and Reinvention of Big Fitness Brands: A Perspective from the Front Lines

What the fitness equipment industry can learn from the rise and stumble of Peloton, Precor, and others

In the commercial fitness world, very few stories illustrate the tension between innovation and arrogance like the saga of Peloton's acquisition of Precor.

When Peloton acquired Precor for roughly $420 million, it didn't just buy a manufacturer; it bought decades of relationships, experience, and craftsmanship. But what they didn't realize was that this industry runs on humility, trust, and long-term partnerships, not just tech and hype.

The early leadership moves made by Peloton were a textbook example of what happens when a new regime enters with "we'll tell you how to do business" energy. Many of Precor's veterans (some with 20+ years in the field) were dismissed or ignored, and soon after, production plants shut down, the Ohio expansion failed, and the brand that once defined quality and innovation became tangled in mismanagement.

But here's what's fascinating: after all the chaos, the only profitable part of Peloton's business was the commercial side, Precor. The same people and processes that were dismissed ended up holding the company together.

It's a reminder that in this industry, you can't fake roots. You can't disrupt relationships you don't understand.

I've seen this pattern repeat across multiple brands: new leadership cycles every few years, thinking they can "restructure" an industry built on handshake trust. But fitness is a business of people, from the sales reps and service techs to the end users sweating on that treadmill.

Now, years later, we're seeing a return to grounded leadership. The companies that survive are those that balance innovation with humility, treating their partners as extensions of their brand rather than obstacles to efficiency.

As someone who's been in the trenches... selling, designing, and installing equipment across the country, we've learned this: the future of fitness belongs to those who understand its past.