Peloton is urging consumers to ‘Find your push. Find your power’ in a campaign from Special Group London that underlines the diversity of fitness journeys.

The campaign, which will run in the UK, US, and Canada, is the third part of a multi-phase campaign. It highlights how everyone’s motivation in fitness looks different. While some find motivation in challenges, for others, it's expert coaching. 

The campaign underlines that regardless of what that push looks like, Peloton is designed to motivate and inspire.

The first two phases of the campaign explored the themes of competition and variety as ways people stay motivated and stick with their fitness routines. Phase three, which launches today, continues the story by showing that whatever the motivation for getting started is, Peloton will help you achieve your goals. 

The new hero film, titled ‘Run It Off’, shows how a breakup text becomes a catalyst to start a running routine. The underlying theme highlights how various life events, from medical diagnoses to new jobs or break-ups, can trigger a fitness journey for some people. A creative approach which underlines that every fitness journey is unique.

Joanna Lee, SVP of Global Consumer and Brand Marketing at Peloton, explains: “Every iteration of the Find your push. Find your power. campaign story has tied back to Peloton’s Human Power brand strategy, which is about tapping into the power that people already innately have within themselves. We hear from our Member community every single day about the life events that led them to our platform, and how they were then able to achieve their goals through Peloton. Our latest hero film brings those stories to life, showing how we unite our Members under the shared goal of achieving change.”

David Day, Chief Creative Officer at Special London, added: “Peloton’s Find your push. Finding your power platform isn’t just about fitness. It’s about understanding the true human motivation that pushes us to be the best version of ourselves. The first phases of the campaign tapped into two human behaviours, competitive rivalry and the need for variety, as incentives to exercise. Phase three goes emotionally much deeper, focusing on one of life’s unexpected moments - a breakup. The film tells the story of someone finding out their relationship is over, by a text, harsh! But it’s how we react in those moments that makes us humans so incredible, as it’s in those difficult times that we do find our inner strength to not just move on, but move forward.”

The campaign successfully underlines that regardless of the catalyst for starting, Peloton has the variety of content and expert coaching to support its members in whatever change they seek.