• Loading stock data...
Tuesday, December 10, 2024
Tune in on Dec. 11 at 1:05 p.m. ET for our last Future of Sports virtual summit of the year – Future of Sports: Marketing! Register Now

Echelon Sees More Than its ‘Prime Bike’ Scrubbed from Amazon for Hours

  • The $500 ‘Prime Bike’ sold well before Amazon pulled the listing.
  • The rebranded EX-15 bike went was back on Amazon for $402.09.
Susan Loyer/Imagn Content Services

Echelon Fitness went from promoting a “Prime Bike” sold exclusively on Amazon to having all its at-home spinning bikes yanked from the online retail giant for about 24 hours.

The Echelon EX-Prime Smart Connect Bike was put up for sale Sept. 22 for $499. It sold quickly and stock was getting low before Amazon announced Echelon “does not have a formal partnership with Amazon” and pulled Prime Bike.

By the evening of Sept. 23, none of Echelon’s bikes were available on Amazon, although the company’s rowers and interactive mirror products were still for sale.

All three of Echelon’s non-Amazon Prime bikes were back for sale on Sept. 24. On Sept 27, the same bike — now called the EX-15 — was available on Amazon for $402.09.

“Even though all the correspondence and the purchase orders call the bike the EX-Prime Smart Connect Bike, we learned that an internal Amazon team was not in full alignment,” an Echelon spokesperson told Front Office Sports.

Echelon had no explanation why its other three bikes that range in price from about $1,000-$1,600 were not for sale on Amazon for a stretch.

Amazon did not immediately respond when asked about the temporary exclusion of the other Echelon bikes.

“We are working with Echelon to clarify this in its communications, stop the sale of the product, and change the product branding,” Amazon said in a statement after the Prime Bike was initially pulled.

The idea for a collaboration between Echelon and Amazon started at CES in January. Amazon soon would sell Echelon’s connected products and help develop a spinning bike that would sell for $500, according to an Echelon spokesperson.

Peloton Instructors Look To Become Next Wave of Bankable Athletes

Peloton has helped emerge a new category of potential stars on the…
September 10, 2020

Once the Prime Bike hit Amazon, Peloton’s stock began to dip, possibly due to some seeing Amazon entering the connected equipment market. Pelton’s stock rebounded on Sept. 23 to finish at $95.23.

The Prime Bikes ordered will be fulfilled, although Echelon may have to pull the “Prime” sticker off the bike before they are shipped. The company did not disclose how many bikes were sold when they were available for a sale.

There are some differences between the EX-15 compared to Echelon’s higher-price offerings and those from Peloton.

The most noticeable is the lack of a screen, which was one way to meet the lower price point. There is a space for an iPad where users could stream workouts from Pelton ($12.99 per month), Echelon’s FitPass (that starts at $19.95 per month) or offerings from other companies. Prime Bike buyers were supposed to get a free month of FitPass, according to the news release that has since been deleted by Echelon.

“We were built on the idea of attainable fitness for everyone,” Lou Lentine, president and CEO of Echelon Fitness, said in the original news release. “The Prime Bike was developed in collaboration with Amazon, aiming to create an amazing, connected bike for less than $500 and it’s proven to be a phenomenal match. Amazon looking to us to partner on their first-ever connected fitness product is recognition of our commitment to deliver quality at a reasonable price-point as reflected in our explosive growth over the last year.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Sponsored

Racing Forward: How SailGP is Redefining High-Performance Sailing and Championing Gender Equality

SailGP is redefining high-performance sailing through their bold commitment to gender equality and their Women’s Performance Program.

Amazon’s NFL Black Friday Game Ratings Up 41% From 2023

Amazon Prime Video’s Raiders-Chiefs broadcast averaged 13.51 million viewers.
Feb 11, 2024; Paradise, Nevada, USA; Elon Musk looks on before Super Bowl LVIII between the San Francisco 49ers and the Kansas City Chiefs at Allegiant Stadium.

Can Elon Musk’s X Fix Its Rampant Fake Sports News Problem?

Little is known about how X will enforce its new policy aimed at parody accounts.
Oct 1, 2024; Brooklyn, New York, USA; Las Vegas Aces guard Kelsey Plum (10) drives past New York Liberty forwards Kayla Thornton (5) and Betnijah Laney-Hamilton (44) during game two of the 2024 WNBA Semi-finals at Barclays Center.

Kelsey Plum Backs Out of Unrivaled

She’s skipping the new league’s season, along with Caitlin Clark.

Featured Today

Nov 2, 2024; Denver, Colorado, USA; Detailed view of a Wilson NBA basketball held by a referee during the second half between the Utah Jazz against the Denver Nuggets at Ball Arena

‘Obvious Weak Point’: Refs Remain an NBA Gambling Concern

A season after Jontay Porter, the biggest risk may not be players.
Nov 2, 2024; Ann Arbor, Michigan, USA; Michigan Wolverines cheerleader runs with a flag before the game against the Oregon Ducks at Michigan Stadium.
opinion
December 7, 2024

College Football’s Billionaire Backer Era Begins

Is this the new normal in CFB recruiting?
LA Galaxy forward Dejan Joveljic (9) celebrates with midfielder Riqui Puig (10) after scoring a goal against Seattle Sounders FC in the second half in the 2024 MLS Cup Western Conference Final match at Dignity Health Sports Park
December 6, 2024

With or Without Messi, Major League Soccer Is Barreling Into the Future

After the Cup final, the league looks to accelerate its growth.
Dec 18, 2022; Lusail, Qatar; FIFA president Gianni Infantino claps during the awards ceremony after the 2022 World Cup final between Argentina and France at Lusail Stadium.
December 2, 2024

FIFA Wants More Matches. Resistance Is Growing Inside the Global Soccer World

Resentment and frustration over expanded schedules is nearing a breaking point.
Peloton Bike

Peloton Earnings Beat Expectations As It Still Loses Subscribers

Peloton tapped Peter Stern, former Ford executive and cofounder of Apple Fitness+, to be its new CEO.
A view of a Nike retail store in New York City.
August 15, 2024

Nike Shares Surge As Bill Ackman Invests, Igniting Turnaround Hopes

The billionaire hedge-fund executive holds significant influence in the market.
September 4, 2024

Under Armour Sells MapMyFitness Back to Founders 11 Years Later

The founders sold the tracking app to the apparel giant in 2013.
Sponsored

How UBS Crafts Impactful Partnerships Across Sports, Arts, and Culture

As UBS continues to expand its impressive array of sports and entertainment partnerships, the company solidifies its position as a leader in wealth management.
August 13, 2024

Federer’s On Brand Continues Surge, Challenging Sportswear Giants

Earnings weren’t all positive for On, causing a dip in its premarket stock price.
Peloton
May 2, 2024

Peloton Timeline: CEO Changes, Layoffs, Recalls, and Falling Stocks

The company has fallen from grace after roaring success in 2020.
October 18, 2023

Peloton To Bring Live Sports To Its Fitness Devices

NBA League Pass will be available to watch on Peloton devices.
August 10, 2023

Alternative Golf Venues Thriving ‘Off-Course’ By Attracting Younger Players

In 2022, 15.5 million people participated in off-course golf activities.