The stock tumbled, executives were sent packing and the company’s tail was firmly planted between its legs.

Flash forward to September 2020: The brand has rebounded, in part thanks to COVID-19’s closure of gyms. Revenue jumped 66 percent according to a May release and we’ll presume Peloton learned a valuable lesson on content creation, much like Pepsi did following the Kendall Jenner fiasco.

This week, however, Peloton demonstrated exceptional savvy, showing how brands can engage and reward customers.