Peloton paused the trade-in program this past June.“It’s in Peloton’s interest to try to control the secondary market,” said Sucharita Kodali, an analyst at Forrester. By buying back equipment, Peloton takes used bikes away from the peer-to-peer market. Then the company can decide when and where to resell them, all while building a direct relationship with new customers and understanding who is buying their merchandise, she said.When Peloton sells a bike, even a lower-priced used one, it is not just selling a piece of equipment. It is also gaining a potential customer for its all-access workout program, which costs $44 per month. Peloton’s subscriptions grew 27 percent over t …
