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Peloton Interactive Sues Women’s Cycling Group
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Billion-dollar fitness behemoth Peloton Interactive successfully sued a women’s cycling group for using the term “Peloton.”
The Women’s Peloton, a Belgian community that promotes and advocates for women’s cycling, will have to change its three-year-old brand name within the next three months or pay 500 Euros [$540 USD] per day, Belgian media reports.
Founded in 2021 by Elke Bleyaert, wife of Lidl-Trek pro Jasper Stuyven, The Women’s Peloton has become a popular online resource for female-focused tech, training, and health.
Peloton Interactive, also known as One Peloton, offers a range of indoor bikes, treadmills, rowing machines, and a subscription-based workout platform. The New York-based business is valued at approximately $1.25 billion USD.
“It was a battle of David against Goliath, but unfortunately Goliath won this time,” Stuyven told Sporza this week from the Tour de France.
“It’s a real shame,” he said. “My wife’s life’s work gets a serious hit from this.”
Peloton Interactive does not operate in the Benelux region but has registered legal rights to the term “Peloton” through the European market.
Blayaert defended her group for several years through a series of court proceedings before she finally lost the case this month on appeal.
“I wanted to go to court not only for myself, but also for all other companies with a passion for the bicycle,” Blayaert said on Instagram.
“There are so many companies in the cycling landscape peacefully side by side that use the word peloton,” she said. “Why would one company have the unique right to this?”
In 2019, Peloton Interactive also successfully forced the “Peloton Divers” cycling club to change its name.
Bleyaert vows to continue operating her group while she decides a new brand name and searches for funds to settle legal fees and pay compensation to the fitness behemoth.
“My female cycling community is too valuable to just give up,” she said. “I will continue to commit myself and work hard to get out of this pit.”
