Raphael Stevens

Private equity firms have been circling Peloton for a potential buyout, people familiar with the matter told CNBC.
Some of the discussions have centered on how to cut Peloton’s operating expenses to make a buyout more attractive.
Last week, Peloton announced CEO Barry McCarthy would be stepping down and said it planned to cut 15% of its staff as it issued a disastrous earnings report.

A Peloton Bike inside a showroom in New York, US, on Wednesday, Nov. 1, 2023. Peloton Interactive Inc. is scheduled to release earnings figures on November 2.
Michael Nagle | Bloomberg | Getty Images

A number of private equity firms have been considering a buyout of Peloton as the connected fitness company looks to refinance its debt and get back to growth after 13 straight quarters of losses, CNBC has learned. 
In recent months, the pandemic darling has had talks with at least one firm as it considers going private, people familiar with the matter said. The firm’s current level of interest in acquiring Peloton is unclear. A number of other private equity firms have been circling Peloton as an acquisition target, but it’s unclear if they have held formal discussions.

Firms have zeroed in on how to cut Peloton’s operating expenses to make a buyout more attractive. Last week, Peloton announced a broad restructuring plan that’s expected to reduce its annual run-rate expenses by more than $200 million by the end of fiscal 2025. 
Shares of Peloton soared more than 17% in premarket trading after CNBC’s report was published.
There is no guarantee a deal will be made, and Peloton could remain a public company. The people spoke on the condition of anonymity because the talks are private. 
A Peloton spokesperson declined to comment on CNBC’s reporting. 
“We do not comment on speculation or rumors,” the spokesperson said. 

Peloton has become a takeover target after seeing its market capitalization plummet from a high of $49.3 billion in January 2021 to about $1.3 billion as of Monday.
Peloton has a consistent and profitable subscription business with millions of loyal users, but the business has been hamstrung by the equipment that originally made it a household name. The company’s bikes and treadmills are costly to make and have been the subject of numerous, high-profile recalls that have turned members away from the brand and cost Peloton millions. 
Plus, as many consumers from all income groups pull back on big-ticket purchases, demand for at-home exercise equipment that can cost thousands of dollars is limited. 
Over the last two years, Peloton has been on a downward trajectory as it struggles to grow sales, generate free cash flow and chart a path to profitability. Demand for its hardware has fallen and its costs have been too high for a company of its size. 
Last week, Peloton announced CEO Barry McCarthy would be stepping down as it issued a disastrous earnings report that missed Wall Street’s expectations. On the same day, it announced plans to cut its staff by 15%, or by about 400 employees, explaining “it simply had no other way to bring its spending in line with its revenue.”
The savings Peloton will generate from the restructuring will come primarily from the layoffs, along with cuts to marketing, research and development, IT and software. The cuts will make it easier for Peloton to generate sustained free cash flow, which executives said can be obtained even without sales growth, and will make it more attractive to the private equity firms that have been interested in it. 
Debt has also weighed on Peloton. Its debt totaled about $1.7 billion as of March 31. The company owes $692.1 million on its term loan, which could mature as early as November 2025, and $991.4 million on its 0% convertible senior notes, which are due in February 2026, according to a review of Peloton’s most recent quarterly securities filing. 
Last week, the company said it’s working closely with its lenders at JPMorgan and Goldman Sachs on a “refinancing strategy.”
“Overall, our refinancing goals are to deleverage and extend maturities at a reasonable blended cost of capital,” the company said. “We are encouraged by the support and inbound interest from our existing lenders and investors and we look forward to sharing more about this topic.”
One source close to the company said Peloton isn’t expected to have any issues refinancing its debt. More

Life Time fitness is trying to grow its brand by investing in America’s fastest-growing sport, pickleball, and expanding its offerings.
The upscale fitness company has teamed up with Lululemon, naming it as an official apparel partner of Life Time pickleball and tennis.
It also has partnerships with tennis legend Andre Agassi and top-rated pickleball player Ben Johns to grow the sport further.

Ben Johns and Anna Bright play pickleball at the new Life Time at Penn 1 next to Madison Square Garden in New York City on May 4, 2024.
Mike Stobe | Getty Images

Life Time fitness is all in on pickleball.
That commitment to America’s fastest-growing sport was clear in New York City on Saturday, where one of the world’s top-ranked male pickleball players, Ben Johns, and former tennis great Andre Agassi were practicing their dinks and drops at Life Time’s brand-new courts.

It is all part of the upscale fitness company’s strategy to grow its brand by investing in pickleball.
To continue that goal, Life Time on Tuesday announced it is teaming up with Lululemon, naming the company as an official apparel partner of Life Time pickleball and tennis. The relationship includes selling Lululemon apparel online at Life Time clubs, in addition to collaborating on key pickleball events.
“This partnership highlights the extraordinary growth of these sports and brings together the best in athletic apparel with the best in tennis and pickleball experiences,” said Celeste Burgoyne, president of Americas and global guest innovation at Lululemon.
Life Time, founded in 1992, currently has more than 170 “athletic country clubs” across the country.
Such clubs are looking for creative new ways to get America moving again as the fitness landscape has evolved post-Covid. Life Time CEO and founder Bahram Akradi, an avid pickleball player himself, is betting that the hot, tennis-like sport will be that catalyst.

(L-R) Tyson McGuffin, Collin Johns, Life Time Founder and CEO Bahram Akradi, Andre Agassi, Anna Bright and Ben Johns pose for a photo at the new Life Time at Penn 1 next to Madison Square Garden in New York City on May 4, 2024.
Mike Stobe | Getty Images

“Pickleball is working. It’s packed all the time,” he told CNBC.
And it keeps growing. On Saturday, Life Time unveiled Manhattan’s largest indoor pickleball destination, just blocks from Penn Station. The 54,000-square-foot club has seven street-level pickleball courts that officially opened on April 15.
Akradi said the company has installed new playing surfaces or converted tennis courts nationwide and now offers more than 700 pickleball courts across the country. It has become the largest provider of permanent pickleball courts in the country.
Akradi estimated that the company has invested between $50 million and $100 million into pickleball already, and it has brought in 6% to 7% of Life Time’s membership dues.
“That’s substantial. That’s a big number,” he said.
Life Time has also partnered with professional pickleball to host nearly a dozen pickleball tournaments on the company’s courts, with some even being broadcast on national television. This week, for example, the Atlanta Open, part of the PPA Tour, will compete at a Life Time in Peachtree Corners, Georgia, with 16,000 people expected to be in attendance.

Andre Agassi and Anna Bright play pickleball at the new Life Time at Penn 1 next to Madison Square Garden in New York City on May 4, 2024.
Mike Stobe | Getty Images

Agassi recently started playing pickleball, which is a lower impact sport, after racking up years of wear and tear on his body from his illustrious tennis career.
“I think wherever we are now, there’s going to be 10 times the people playing the sport in the next five to seven years,” Agassi told CNBC. He said he thinks pickleball will succeed because it promotes healthy habits, builds community and has a low point of entry for beginners.
In February, Life Time appointed Agassi as the inaugural chairman of the company’s newly formed pickleball and tennis board, where he will be tasked with elevating the sport’s profile, programming and leagues.
“My hope is that it grows in college and grows in the Olympics,” Agassi said.
Off the court, Life Time is now offering advice from top pickleball player Johns. The company announced last month that he and his brother Collin will be providing members with 70 instructional videos to help players take their game to the next level.
“We partnered with Life Time because they are very into spreading pickleball and their members want to get better,” Johns told CNBC.
Johns has had a front-row seat to the exponential growth of the sport and said he has seen his salary grow 10-fold since 2021 as pickleball has captured more sponsors and media rights.
Already, Life Time’s pickleball strategy is showing early results.
While Life Time’s stock was down about 23% from March 2023 to March 2024, its first-quarter earnings report showed total revenue growing by $85 million from March of last year, adjusted EBITDA up more than 20% and net memberships up 38,000.
Analysts blame the recent poor stock performance on a combination of macro, balance sheet and interest-related concerns.
“LTH remains, in our view, the most underappreciated story in our coverage and perhaps in the broader consumer space,” a Guggenheim analyst wrote on May 1. More

There are signs that the U.S. consumer is still spending, especially on experiences.
But stubbornly high prices are squeezing consumers with lower incomes, pressuring everyday purchases and corporate profits.
Home Depot and Walmart kick off first-quarter retail earnings next week.

A customer walks through The Home Depot store on February 20, 2024 in Austin, Texas.
 Brandon Bell | Getty Images

The state of the consumer in 2024 is already taking shape — even before the country’s major retailers begin to report first-quarter earnings, starting with Home Depot and Walmart next week.
There are signs that the U.S. consumer is still spending, especially on experiences. But stubbornly high prices are squeezing consumers with lower incomes, pressuring everyday purchases and corporate profits.

Broadly speaking, credit card companies like American Express, Visa and MasterCard have described spending trends as “relatively strong,” “relatively stable,” and even “healthy.” Payment firms like PayPal and Block are still seeing strong transaction volumes and payment growth.
Airlines and hotels are expecting a strong travel season ahead, particularly when it comes to international destinations, with Morgan Stanley’s Michael Wilson noting that “one third of consumers prioritize travel over other discretionary purchases and services.”
In fact, a Morgan Stanley survey showed that 60% of U.S. consumers are planning a summer vacation this year — and just about half of those traveling are expecting to spend more than they did last summer.
Priceline parent Booking Holdings told analysts there are no signs consumers are taking shorter vacations or trading down in their hotel choices. Caesars said overall spending is still strong at its Las Vegas casino resorts.
What’s more, cruise lines are seeing record bookings, even as prices have soared. Passengers are also spending freely onboard the ships, despite having to pay significantly more for food and drinks.

Royal Caribbean’s Icon of the Seas, the world’s largest cruise ship, docked at the Port of Miami on Jan. 11, 2024. 
Mike Stocker | Tribune News Service | Getty Images

Concerts, too, are still hot tickets even at sky-high prices — with Live Nation saying there are “no issues at all on fan demand relative to last summer” and that “global fan demand is stronger than ever.”

Everyday purchases

But the picture is different when it comes to more discretionary items and everyday purchases as consumers appear more tight-fisted due to economic headwinds like elevated food costs, rising mortgage rates and fewer government rebates.
As online artisan marketplace Etsy put it, “consumer wallets remain squeezed so there’s often little left after paying for food, gas, rent and child care.”
Consumers have been delaying large purchases for their homes amid the economic uncertainty — potentially a key factor to watch when Home Depot and Lowe’s report results this month.
Wayfair, which reported results Thursday, told analysts that the bigger-ticket category “remains weak” and it’s uncertain when demand for home furnishings will improve. Stanley Black & Decker issued a similar warning, saying “muted consumer and DIY demand” has been a result of “some levels of hesitation from the consumer and from any end user in the bigger ticket items.”
Whirlpool, too, has experienced struggling appliance sales. And Pool Corp. — one of the country’s biggest distributors of pool supplies — said that although pool maintenance spending is “stable,” pool construction and more discretionary purchases were weaker due to high interest rates.
Consumers have also become more discerning with how often or where they dine out. Restaurant sales in the quarter largely disappointed Wall Street amid traffic struggles.

Stars Coffee logo is displayed on a mobile phone screen and Starbucks logo in the background for illustration photo. Krakow, Poland on August 23, 2022. Stars Coffee, owned by a pro-Putin rapper Anton Pinsky, opened the chain of coffee shops in Russia replacing Starbucks Corp which withdrew from the Russian market in March after Russian invasion of Ukraine. (Photo by Beata Zawrzel/NurPhoto via Getty Images)
Beata Zawrzel | Nurphoto | Getty Images

Starbucks CEO Laxman Narasimhan told analysts, “We continue to feel the impact of a more cautious consumer, particularly with our more occasional customer. And a deteriorating economic outlook has weighed on customer traffic, an impact felt broadly across the industry.” McDonald’s added that “the consumer is certainly being very discriminating in how they spend their dollar.”

Price sensitivity

What has become clear this earnings season is that U.S. consumers are increasingly price-sensitive, particularly when it comes to those everyday purchases. Bank of America’s Savita Subramanian notes that “consumer cracks are emerging,” especially among lower incomes.
Here are just some of the companies warning about price sensitivity:

Both Coca-Cola and PepsiCo have observed behavioral shifts in consumers seeking out value, particularly at the low end.
Meat producer Tyson Foods told analysts that cumulative inflation pressures have “created a more cautious, price-sensitive consumer” and that it’s experiencing “a little slippage to private label with lower-income households.”
Hershey said that it continues to see “value-seeking behavior from consumers.”
Special K and Pringles owner Kellanova saw a 5% decline in North America volumes amid elasticity pressures as a result of prices being 5% higher than a year ago.
Burger King and Popeyes parent Restaurant Brands noted, “We’ve seen consumers become a bit more sensitive to price, resulting in moderating check growth.”
Footwear and apparel maker Steve Madden bluntly said, “We do see a customer that still is price sensitive” and noted that its outlet stores have outperformed its full-priced business.

Weakness in the lower-end consumer could pose issues for discounters like Dollar General and Dollar Tree as well as off-price retailers like TJX, Ross Stores and Burlington Stores when they all report earnings in the coming weeks.
Amazon succinctly describes the new normal: “Customers are shopping but remain cautious, trading down on price when they can, and seeking out deals.” Etsy shared that same sentiment: “Consumers feel really pressured and so they are seeking value and deep discounts and deep promotions.”

Profit squeeze

As a result, companies are now being forced to compete for consumers’ dollars via promotions and deals. Some have found at least near-term success.
Shake Shack said its sales improved from February through April thanks to effective promotions and offers. Domino’s said its revamped loyalty program has helped sales. Taco Bell’s value menu has incentivized guest visits.
While there’s growing pressure on companies to cut prices to win over consumers, sticky inflation in food, energy, labor and other input costs poses a major hurdle to profitability for restaurants, retailers and consumer product firms alike.
Most companies have already seen decelerating pricing power in recent quarters — partly due to the more challenging demand climate and partly due to prices already being at very high levels. 

Pavlo Gonchar | Lightrocket | Getty Images

Shake Shack said it raised prices in mid-March, but executives told analysts they have “no current plans to further increase price this year.” That decision was made even though they “expect inflationary pressures in wages and food and paper to persist.”
With a greater focus on promotions, profit margins will be under more pressure. Look at Starbucks, which saw margins that both missed Wall Street estimates and shrunk compared to a year ago. One of the reasons cited in its earnings report for the disappointing margin performance: “increased promotional activities.” Compound that with weak traffic, and it’s a recipe for trouble.
Ultimately, as companies face more pricing pressure ahead, they will likely have to rely on other cost cuts or effective cost management to help preserve their profit margins in the coming quarters.
Brace yourself for an intriguing retail earnings season in the coming weeks.

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Dozens of former employees who say they were fired from Bowlero based on their age or out of retaliation plan to sue the bowling company after the U.S. Equal Employment Opportunity Commission closed its case against Bowlero, according to their lawyer.
The EEOC, which had been investigating Bowlero since 2016, told the company it won’t be moving forward with a lawsuit, which gives the individual claimants their right to sue.
In a letter the EEOC sent to Bowlero last week, the agency said its decision to close its investigation doesn’t clear the company of wrongdoing. 
Bowlero denies the claims against it.

A Bowlero location at Chelsea Piers in New York City. 

Dozens of former employees who say they were fired from Bowlero based on their age or out of retaliation plan to sue the bowling chain after the U.S. Equal Employment Opportunity Commission closed its case against the company, the attorney representing the claimants said Monday.
Bowlero, the world’s largest owner and operator of bowling centers, had been embroiled in an EEOC investigation since 2016 involving more than 70 former employees who claim they were unlawfully fired, the company previously disclosed in securities filings.

They alleged in complaints to the EEOC that Bowlero fired them for being too old as it worked to transform its hundreds of locations from what the company has referred to as “dingy” bowling alleys to upmarket experiences with elevated food and drink offerings, CNBC previously reported. Bowlero denies the claims. 
The company, which went public in late 2021 through a special purpose acquisition company, was among the select successful stocks to emerge from the SPAC boom. It owns two of the biggest brands in bowling — AMF and Lucky Strike — and operated more than 300 bowling centers across North America as of July, which is the most recent data available. Between 2021 and 2023, Bowlero nearly tripled its annual revenue, from $395 million to $1.06 billion, according to company filings. Bowlero’s stock is down about 21% year to date, as of Monday’s close.
On Monday, Bowlero disclosed in its fiscal third-quarter earnings release and quarterly securities filing that the EEOC has closed its case and will not move forward with a lawsuit. 
“The Company has received positive updates on the status of the age discrimination claims that had been pending with the EEOC … the EEOC issued Closure Notices for the individual age discrimination charges that had been filed, in most cases, many years ago with the EEOC,” Bowlero said in its press release. “The notices provide the claimants, as a matter of course, with an individual right to sue.”
Bowlero noted it received letters from the EEOC stating the agency has decided not to bring litigation against the company. In one of the letters, the agency said the closure of the cases doesn’t clear the company of wrongdoing. 

“By terminating the handling of this case, the Commission does not certify that [Bowlero] is in compliance. Also, our termination of the investigation does not affect the rights of any aggrieved persons to file a private lawsuit or the Commission’s right to sue later or intervene later in a private civil action,” said the EEOC’s letter, sent Friday. 
During the company’s earnings call with Wall Street analysts later Monday, executives said that the EEOC investigation was now behind them and would no longer be a distraction. 
“Over eight-and-a-half years, the company has vigorously denied and contested the false allegations made against it,” CEO Thomas Shannon said in his opening remarks. “We are pleased to report these very positive developments on behalf of our shareholders.” 
Later, when asked about the financial impact the EEOC investigation has had, finance chief Robert Lavan said “there’s been a few million dollars” that have flowed through the income statement, but “more importantly, it’s been a distraction.” 
“So we’re happy to focus 100% now on our business and get this behind us,” said Lavan. 
However, Daniel Dowe, a lawyer representing dozens of claimants, said the case hasn’t gone away — it will now just take another form.
The EEOC’s decision allows the former employees to move forward with their own lawsuits, and Dowe expects to file a single lawsuit on behalf of more than 70 former employees, he told CNBC. Dowe plans to seek monetary damages in connection with the case.
The EEOC had previously found reasonable cause in 58 of the complaints brought against Bowlero, and the rest were still under investigation when the agency closed its case, according to Bowlero’s securities filings and Dowe. The employees who still had cases pending with the EEOC also have the right to sue and are among the potential plaintiffs that Dowe is representing, he said. 
The company disclosed in the filings that the EEOC’s investigation also resulted in a determination of reasonable cause that Bowlero had been engaging in a “pattern or practice” — a term that indicates systemic issues — of age discrimination since at least 2013, which Bowlero also denies. The EEOC’s pattern or practice investigation was also closed, Bowlero said.
When the EEOC finds reasonable cause in a complaint, it means it believes discrimination occurred. The agency typically makes that determination in only a small fraction of cases each year, EEOC data shows. 
Under EEOC procedure, when the agency finds that discrimination has occurred, it works to resolve the situation between the employer and the victim, it explains on its website. If the parties are unable to come to a solution, the EEOC must decide whether to sue the employer — a matter the EEOC’s commissioners need to vote on. 
“Because of limited resources, we cannot file a lawsuit in every case where we find discrimination,” the EEOC explains on its website. 
The EEOC tried to settle the complaints with Bowlero for $60 million in January 2023, but those efforts failed last April, CNBC previously reported. 
It’s unclear if the question of whether to sue Bowlero made it to a vote with the EEOC’s commissioners. The EEOC declined to comment because most of its processes are confidential under federal law.
Dowe said that he requested the agency close its case last month so his clients could move forward with their own lawsuit. He added that he’s “delighted” the matter is now ready for private action.
“The investigations were thorough and deep and they resulted in 58 to zero decisions in our favor, so our clients felt we should let the EEOC do its work,” Dowe said. 
He added that age discrimination is “one of the worst forms of discrimination. Most of what you hear about in discrimination cases is about race and gender, but age is awful because people are at the end of their careers, they can’t go back to college and retool. It’s humiliating, it kind of ends their life in a disaster.” 
He told CNBC he plans to sue Bowlero for $80 million, plus legal fees. As of March 31, Bowlero had approximately $212.4 million in available cash and cash equivalents, according to its quarterly securities filing. Dowe said he has until mid-July to file the lawsuit.
Some of the complaints against Bowlero are years old and could be challenged under the statute of limitations, the company has said previously. Dowe said he is confident that his clients will prevail in federal court and there is “strong” case precedent in their favor.
In response, Bowlero’s attorneys Alex Spiro and Hope Skibitsky at law firm Quinn Emanuel said they “are pleased with the outcome of the EEOC investigation.” The attorneys said the company will fight any claims filed by its past employees. 
“Bowlero will defeat those claims,” the attorneys said. In previous statements, they denied the claims against Bowlero. 
In a separate but related matter, a request from former Bowlero executive Thomas Tanase to countersue the bowling chain for claims of extortion and retaliation was denied in Virginia federal court last week. Tanase’s attorneys previously said if the request is denied, the suit can and “likely will” be filed as a new action. Bowlero also denies Tanase’s claims. 
Tanase’s attorneys didn’t immediately respond to a request for comment. More

High-end fitness chain Equinox is launching a $40,000-per-year program aimed at improving overall health and longevity.
“Optimize by Equinox” is a personalized health program that includes everything from personal training and nutrition plans to sleep coaching and massage therapy.
It’s part of the fast-growing market for longevity and wellness, where the fields of medicine, biotech, fitness and nutrition are merging in the quest to slow the effects of aging.

Equinox gym
Courtesy: Equinox

High-end fitness chain Equinox is launching one of the most expensive gym memberships in the world — a $40,000-per-year program aimed at improving overall health and longevity.
Equinox is teaming up with lab-test startup Function Health to launch “Optimize by Equinox,” a personalized health program that includes everything from personal training and nutrition plans to sleep coaching and massage therapy. The program, announced Monday, is part of the fast-growing market for longevity and wellness, where the fields of medicine, biotech, fitness and nutrition are merging in the quest to slow the effects of aging.

“It’s really a paradigm shift in how we’re able to live with vitality and avoid suffering,” said Jonathan Swerdlin, co-founder of Function Health. “It deals with what’s above the surface, your abs and glutes, which you can see in the mirror that are great. But it also deals with what’s below the surface and what you can’t see in the mirror. And that’s revolutionary.”
The Optimize program starts with a battery of tests. Function Health will test members for 100 biomarkers — everything from heart, liver and kidney health to metabolic and immune systems to cancer markers and nutrients. Equinox will then run its own battery of fitness tests, including VO2 max, strength and movement range. The tests are repeated twice a year.
An Equinox “concierge” pulls all the tests and data together and helps the member design a personalized plan to improve their overall health and fitness. Each member will have a core team that includes a fitness trainer, a nutrition coach and sleep coach as well as a massage therapist.
The Optimize membership includes three, 60-minute training sessions per week with a top-level trainer. It also includes two half-hour sessions a month with a nutrition coach, two half-hour sessions a month with a sleep coach and one massage therapy session per month. In all, the program amounts to 16 hours a month of coaching and training, according to Equinox.
“It’s the same as Formula One or an athlete, where you are given a team of top experts in all these different verticals, to design a program based on all the data that we collected,” said Julia Klim, vice president of strategic partnerships and business development at Equinox.

The move will mark a major test of Equinox’s continued efforts to expand beyond fitness into the broader health and wellness business, which has become a booming market among the affluent.
The company recently closed a new $1.8 billion funding round that refinances $1.2 billion in existing debt. It said its performance last month made for its second-best April in company history.
Equinox is planning to open new clubs in Philadelphia and the Pacific Palisades neighborhood of Los Angeles later this year, bringing its total locations in the pipeline to 27. The company currently operates 107 locations globally, according to its website.
Klim said Equinox has always focused on “the four pillars” of longevity: movement, regeneration, nutrition and community.
“I sometimes joke that we’ve always been in the longevity business and the science is catching up,” she said.
The new program will cost $3,000 a month for a minimum of six months. The fee doesn’t include an Equinox gym membership, which brings the total to about $40,000 or more for the year.
“It’s a human-first, highly luxury service meets data meets coaching program,” Klim said.
The Optimize program will initially be available starting at the end of May in New York City and Highland Park, Texas, and will eventually roll out to other states, according to Equinox. Members will be able to train at Equinox’s elite “E Clubs,” which are more like private gyms with higher membership fees.
Swerdlin said Function Health’s mission is to help people live “100 healthy years.” The company’s own program costs $499 for the tests of 100 biomarkers. Yet demand is so strong that it has a waitlist of more than 200,000 people. He said Function wanted to partner with Equinox “because they’re the leader in the category.” He said Function’s data is most useful when it can be applied, which is where Equinox, with its personalized fitness and health programs, comes in.
“Living 100 healthy years doesn’t happen inside of a doctor’s office,” Swerdlin said. “It happens in your daily decisions. And it also happens with the way in which you exercise, and Equinox really helps close the loop on that.”
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Former Starbucks CEO Howard Schultz said the chain needs to fix its U.S. store experience to win back customers.
In its latest quarter, Starbucks reported a surprise decline in same-store sales and slashed its full-year forecast.
Since the report, the company’s shares have fallen 17%, dragging its market value down to $82.8 billion.

Howard Schultz, former chief executive officer of Starbucks Corp., drinks from a Starbucks mug during a Senate Health, Education, Labor, and Pensions Committee hearing in Washington, DC, US, on Wednesday, March 29, 2023.
Al Drago | Bloomberg | Getty Images

Former Starbucks CEO Howard Schultz weighed in Sunday on the coffee chain’s dismal latest quarterly report, saying he believes the company will recover if it improves its U.S. stores.
Schultz, who no longer has a formal role within Starbucks, wrote that the company needs to improve its mobile order and pay experience and overhaul how it creates new drinks to focus on premium items that set it apart.

“The stores require a maniacal focus on the customer experience, through the eyes of a merchant. The answer does not lie in data, but in the stores,” Schultz wrote in a letter on Sunday evening posted to LinkedIn.
On Tuesday, Starbucks slashed its full-year forecast after a surprise decline in same-store sales led the company to miss Wall Street’s estimates for quarterly earnings and revenue. Since the report, the company’s shares have fallen 17%, dragging its market value down to $82.8 billion.
Analysts, caught off guard by the chain’s underperformance, have been looking for an explanation for why Starbucks’ U.S. traffic fell 7% in the quarter. The chain could still be dealing with the repercussions of social media backlash related to its position on conflict in the Middle East, Bank of America Securities analyst Sara Senatore wrote in a research note Monday.
Schultz, who turned Starbucks from a small chain into a coffee giant, stepped down from his latest stint as chief executive a little over a year ago. He handed the reins over to Laxman Narasimhan, who previously was CEO of Lysol owner Reckitt. Schultz also stepped down from the Starbucks board last year.
He appeared to offer advice to his successor as he tries to turn the chain’s sales around.

“Leaders must model both humility and confidence as they work to restore trust and increase performance across the organization,” Schultz wrote.
A year and a half ago, Schultz told CNBC that he does not plan to come back as Starbucks’ chief executive again. More