Peloton shares were halted from trading earlier this morning after the company announced it was cutting the cost of its Bike, Bike+, and Treadmill, and raising the cost of its monthly subscription by ~$5 for all-access users.

This move makes sense.

The company has struggled to maintain its pandemic-driven momentum, slashed its financial outlook for the year, and replaced its CEO. Shares have shed more than -77% in value over the last year.

LikeFolio data shows that Purchase Intent Mentions for Peloton machines have been falling for some time, currently pacing -56% lower on a YoY basis.

A lower equipment price may position Peloton as a deal vs. competitors, and remove barriers to entry for consumers sitting on the fence.

And Peloton is betting that once users take a class, they're hooked. And this could translate to more (and more consistent) revenue on the backend.

Peloton maintains some of the highest consumer happiness ratings in the LikeFolio universe, just above 84% positive.

The company is facing stiff headwinds as consumers return to the gym and in-person group fitness classes.

Looking ahead, keep a close eye on Peloton Purchase Intent volume to see if new pricing moves the needle.