Dana White Bans Peloton Bikes from UFC Gyms in Response to Theo Von Conflict
In a decisive response to a conflict involving comedian Theo Von, UFC CEO Dana White has ordered the removal of all Peloton exercise equipment from the UFC Performance Institute. The decision follows Von’s revelation that Peloton, a former sponsor of his podcast, demanded the removal of an episode featuring an interview with presidential candidate Robert Kennedy Jr. White’s action underscores a strong stance against corporate interference in content and sponsorship agreements.
During a recent podcast, White expressed his disdain for Peloton and its CEO Barry McCarthy, questioning their authority to dictate content related to Robert Kennedy Jr. His frustration was evident as he referred to McCarthy in derogatory terms and expressed incredulity at the company’s intervention. White’s reaction was not only verbal; he promptly instructed Craig Borsari, the UFC’s executive vice president of operations and productions, to physically remove all Peloton bikes from the gym.
White’s decision echoes a similar stance he took with a major UFC sponsor, who had objected to his support for former president Donald Trump. Just as he did then, White remained unapologetic about his actions, reaffirming his commitment to autonomy and freedom of expression within the UFC’s domain. His bold move against Peloton sends a clear message about his unwillingness to tolerate external control or censorship.
This development is a significant hit to Peloton, already facing financial struggles with a reported net loss and a decline in stock value. White’s removal of their products from UFC facilities, a major fitness platform, further isolates the company, especially after their recent partnerships with the NBA and WNBA. White’s firm stance may influence other organizations to reconsider their affiliations with Peloton.