Peloton, a manufacturer of exercise equipment and a platform for interactive fitness, combined elegant hardware, top-notch fitness classes led by world-class athletes, the largest network of subscribers in the industry, and user-to-user social connectivity that provided a more engaging experience than the usual at-home workout. But it operated in an increasingly competitive industry: boutique fitness operations, connected fitness platforms and trackers, and enterprise fitness efforts all vied alongside Peloton for consumer interest and its associated revenue. When the COVID-19 pandemic brings Peloton a jump in demand rather than the challenges many other industries experienced, the company must decide how best to handle its growth opportunities and its competitors.