CHALLENGE: How do we get people to see Peloton as more than just an expensive clothes hanger?

Amidst a recall of treadmills, Mr Big died on a Peloton bike exacerbating the PR disaster. The share price crashed and the fitness revolutionary was in trouble. By 2024, Peloton had become part of the cultural fabric—but not always for the right reasons. It was seen as “just a pandemic-era bike company.” Our task was focused on shifting perceptions of Peloton as more than “just a bike” and “for someone like me”. We needed to reignite relevance particularly amongst a male audience and drive consideration and purchase across the range of Peloton products, including treadmills.

IDEA: Find Your Push, Find Your Power

We examined the product experience and discovered that a differentiator had been hiding in plain sight. The Peloton experience has been fine tuned over more than a decade, informed by the insights and experiences of millions of users. No one understands human motivation as expertly as Peloton. For an audience wanting more investment than fads or quick fixes, we repositioned Peloton as a motivation catalyst, designed to keep you coming back. For our hard-to-reach male audience, we celebrated rivalry and competition as a motivator to use Peloton. We leveraged football athletes who are seen as tough as hell and importantly use Peloton, enabling us to prove authentically that Peloton has what men seek.

Results

Unprecedented positive engagement for Peloton with deep resonance with our target audience resulting in a record high of 49.6% sales to men, a huge growth audience for the brand and a record for Peloton.