Last week, news broke that Peloton was temporarily halting production of its connected fitness products in the face of waning consumer demand. The surge of explosive growth in the early days of the Covid-19 pandemic — to the point that product delivery barely kept pace with the influx of purchase orders — established the company as both a leader in the fitness industry and a model for companies across verticals striving to innovate for consumers in the throes of the crisis. But even the best brands are not immune to the whims of the empowered consumer. Peloton's optimism around ongoing consumer preferences for at-home fitness inflated forecasts and obfuscated the fact that: This post was written by Senior Analyst Anjali Lai and it originally appeared here.