Revitalizing Peloton
the problem
With competitors like Nike Training Club and Apple Fitness + sharing many of Peloton’s features, the digital fitness category is dense with comparable options.
Peloton soared amid at-home workout trend, but hit rough roads post-pandemic, and PR nightmares threatened Peloton’s reputation.
Peloton launched a rebranding effort in May 2023 to improve its image and shift from a niche in-home bike company to a comprehensive fitness provider. Despite these efforts, many consumers still view Peloton primarily as a bike and cardio company, and Peloton quietly removed the free tier in April 2024.
Peloton’s current strategy fails to prove value for active adults, focusing on the benefits of the bike, and partnering with athletes.
insight/target audience
Busy lives pose the greatest barrier to a healthy lifestyle.
One of the most common reasons adults forego physical and emotional wellness is “insufficient time”, though research shows Americans average more than 5 hours of free time per day.
Peloton should leverage its strengths to reach these busy adults.
Peloton’s wide variety of live and on-demand classes, ranging from 5 minutes to 2 hours, sets the brand up well to address the needs of busy adults aged 25-35. We’ve identified 3 core subgroups of this target.
strategy
Peloton needs to set itself apart, and one of their strongest assets are the physical studio experiences.
For health-conscious adults who seek a refined and flexible wellness solution, Peloton is the digital fitness platform that tailors its content to their specific goals and lifestyles because of its first-class instructors, boundless accessibility, and passionate connected user base.
Our Beyond the Bike strategy features OOH, Social Media, Peloton Pods, In-App Features, and a Partnership.
Beyond the Bike Creative Executions
