Smart Marketing Spotlight: Peloton

Hannah Brice Written by
Hannah Brice

Each business requires its own special blend of marketing techniques to gain success. Google Ads don’t work for everyone. Social won’t drive sales for certain companies. To truly discover that magical marketing formula, you need patience, a whole lot of testing and a solid understanding of your customerbase. Only then can growth be yours.

Each month, we’ll shed light on which brands, in our opinion, have found that magic formula and are  using smart marketing to push their business towards great things.

First up: Peloton.

Smart Marketing Spotlight: Peloton

Don’t want to roll out of bed in the morning to make your workout class? Can’t be bothered with the 8am rush hour to get to the gym all sweaty and tired? Peloton has tapped into this very mindset.

Founded in 2012, the Peloton Bike provides a private and at-home indoor cycling studio in which users can choose from 14 live rides every day or thousands of on demand rides from their bike’s library. As well as offering 100% freedom of choice about when users workout, the app also gives a vast range of methods of how to workout with classes for running, yoga, meditation, bootcamp and more to give users endless opportunity to get stronger and fitter.

This brand is innovative, inclusive as well as smart in its marketing.

Mission and values

Peloton has a refreshing perspective on working out. Never do they mention weight goals, getting skinny or looking buff. For Peloton, the mission is about “connecting the world through fitness, empowering people to be the best version of themselves anywhere, anytime.” And we think that’s pretty damn smart.

The diverse range of bodies that are featured shows that all body types are welcome: it’s not about being skinny, or looking pretty, but feeling stronger, happier and having a positive outlook on physical wellbeing.

By being able to connect with others, by emphasising self-worth and self-betterment and by adapting the workouts to your own lifestyle, Peloton makes working out feel more like an exercise in self-care than simply an exercise. The fact that users can feel like they can go at their own pace, and not need to keep up with an arduous workout takes the pressure off of an activity that is physically and mentally beneficial.

Gamification

Users follow the workout on a screen (both on the bike and when using the app) and are able to see the instructor, the class, and follow word-for-word, as if they were in the class themselves. Users can collect rewards and badges and are encouraged to track their progress using in-depth metrics, which means riders are competing against themselves and trying to improve their capabilities instead of looking at others. Peloton’s Live Leaderboard function can instead be seen as a tool of empowerment and a way for community members to encourage one another and not compete.

Community engagement

Peloton’s app and social media profiles boast a vast and engaged community, which they call their “fam” (family) to make users feel welcome and part of a larger group all working towards the same goal.

Users can hi five other people in the class – wherever in the world they might be – to show their support and they have the option to share their results after each workout. Many do this by tagging the instructor who, on many occasions will then reshare which not only gives the user a “boost” but also provides Peloton with another glowing testimonial that their product works.

Brand ambassadors

Every instructor glows with energy and positivity and it’s contagious. So much so, that each one has amassed thousands of social media followers who they encourage and inspire with posts about what they’re eating, feeling and doing. They create videos of their workouts, create challenges, post pictures of their classes and are emblematic of the warm and welcoming atmosphere Peloton emanates. This means than Peloton has not just one powerful profile on each social channel but as many as 40 all working hard to push the brand.

Merchandise

Other than a few that are based in hotel gyms, Peloton bikes and treads (treadmills) are mainly hidden away in people’s homes so it does make it hard to get the name out there – particularly to those who aren’t on social media. But Peloton has thought of that too by creating a range of branded sportswear which the instructors wear at every opportunity. And they look so good in it that the range must be flying off the shelves. That’s advertising that customers are paying for!

In summary

Peloton’s marketing is slick and there are other techniques that they’re using that I haven’t even included in here such as their TV ad campaign and their showrooms in which you can hop on a bike and join a class to trial the experience before you buy.

What I believe has worked so well for Peloton is that they’ve truly tapped into why millions of people want to exercise – to feel better and stronger and part of something – not to look skinnier. Its mission and values are applied in every class and every post by its instructors. The question is where will it go next?

Peloton’s tagline ‘Never Ride Alone’ is at the core of the brand. Diversity, inclusivity, self-betterment and a large community of like-minded people makes Peloton a unique fitness brand. Working out in your living room has never looked so good.

Are you after solid brand mission and values? Take a look here to see Upmarketry can help you.


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