Peloton files theft claim against ICON, which claims retaliation for patent dispute

Earlier this fall, ICON filed a lawsuit against Peloton over its patents relating to key features of Bike+: the swivel screen and the auto-follow technology used to change resistance during a class. ICON’s basis is that it was issued a patent for the auto resistance feature in 2007 and the swivel screen in 2019. Peloton has now filed a lawsuit against ICON claiming it tried to steal its advertising plans from a contractor.

Peloton has asked the courts to block ICON from using its trade-secret advertising materials “for any purpose.” Peloton has seven days to file a redacted public version of the complaint it filed to the courts.

As reported by Bloomberg, this situation is part of the long line of complaints the companies have had against each other. In May, Peloton claimed ICON copied its interactive fitness programs and lied in advertising.

Peloton’s theft claim is ‘an unabashed attempt to distract people’ from its ‘ongoing and brazen misappropriation of Icon’s intellectual property,’ Icon lawyer Sterling Brennan said.

In public court filings, Peloton said the confidential information Icon allegedly tried to steal included its ‘planned advertising and marketing strategy, descriptions of the advertisements and strategic discussions, and future confidential, unannounced features and plans.’ The information also included excerpts of contracts between Peloton and its advertising and production companies, court documents show.

For Peloton, they do lack a large patent portfolio, so if any of its patents are invalidated, it could damage the company in future lawsuits while also open it up against patent claims.

Peloton is still facing a looming threat on the low end of the market from Echelon and the launching Apple Fitness+ while it competes with ICON in all pricing segments including the high end.