" Positioning the company for a sale and charting a new path forward, Blackwells said Peloton should focus on fitness-as-a-service, or FaaS, by: focusing on softwareoutsourcing manufacturingcreating an open ecosystempartnering with equipment makers"

"Peloton’s quest to become the Apple of fitness hamstrung the brand. Forgoing vertical integration, new content/software/hardware bundles are emerging. Whether Peloton pursues FaaS or not, open ecosystems will continue to gain traction."