Peloton (NASDAQ: PTON) attempted to calm unhappy customers Tuesday, after the announcement that their $4,000 Tread+ treadmills now required a USD39 per month membership fee. The change came forth after the company updated its technology following the death of a child.
“We created Tread Lock to secure your Tread+ against unauthorized access,” the company said in an email to customers that one owner shared with Insider. “Unfortunately at this time, ‘Just Run’ is no longer available without a Peloton Membership.”
According to the spokesperson, Peloton is “working on updates” to its Read Lock, which is set to allow users to use the “Just Run” mode. Additionally, Peloton, is currently waiving three months on All-Access memberships for Tread+ owners.
Various customers are now threatening legal action against the exercise equipment and media company. Peloton has yet to comment on the threats to allegations amid breach of contract.
“What I’m concerned about is the potential for a company to essentially brick your device if you are unable to afford or simply not interested in the content subscription anymore,” said Taylor Dondich, who owns both a Peloton bike and treadmill.
Following a 400% rise in 2020, the company’s shares are now down around 22% year to date.