Peloton is repositioning itself from the perception of an in-home bike company to reflect everything Peloton has to offer to everyone, at any level, wherever they are.
The relaunch ignites a vibrant new brand identity and campaign, introduces new membership tiers, and releases a new content feature, Peloton Gym, declaring itself open and available for everyone to experience its expert Instructors and world-class content, even for free.
“With this brand relaunch we’re reflecting the vibrancy and fullness of everything Peloton has to offer to everyone. We’re shifting perceptions from in-home to everywhere, fitness enthusiasts to people at all levels, exclusivity to inclusivity across all Peloton Members present and future. Our Instructors and members live and breathe the true Peloton experience every day. We’re excited to bring that energy and inspiration out into the world,” Peloton chief marketing officer, Leslie Berland said.
Peloton’s new campaign brings forward the company’s fitness offerings for all ages and levels. The new brand identity features a bold colour palette that evokes the energy of a workout and the afterglow that follows.
It includes still imagery of actual members showcasing that before-and-after emotion. Peloton drove the brand strategy, partnering with both Mother Design and Uncommon Creative Studio on the new brand expression. Stink Studios was appointed for global creative, collaborating with Peloton’s own internal creative studio, and Stink Films director Jones.
Based on Peloton’s data from its most recent financial quarter, more than half of all workouts were not cycling related. The strategic evolution is about mirroring the usage and experience of its members who engage with its 16 fitness modalities from yoga and meditation to walking and strength.
To broaden access to its fitness content, the Peloton app will offer, for the first time, the most expansive collection of free classes since it first launched in June 2018. Peloton will now offer five distinct membership tiers, inclusive of three newly launched app membership tiers, as well as the existing All Access membership for hardware owners and Guide Membership for guide owners.
The new app tiers allow beginners and enthusiasts to work out with or without equipment – at home, outdoors or at their gym – independently or with instruction. Across all app tiers, Peloton members can access expert instruction, the ability to track workouts with the Just Work Out feature, and the fitness industry’s leading music library.
With the launch of Peloton Gym, available across all membership tiers, Peloton gives members what they need to meet their strength goals anywhere they want to work out. This marks the brand’s first offering in which workouts are written-out, demoed in a supporting video, and designed to be done at the user’s own pace. With this new content feature, Peloton Instructors offer members a series of floor-based routines to time their workout and choose between different strength class types.