Repositioning Peloton.
Brand
Peloton
Role
Market Research
Strategic Positioning
Creative Direction
Team
SVA Branding
Challenge
Peloton’s popularity peaked during the pandemic because of its unique proposition; however, in 2021, the brand was left to contend with a gamut of challenges affecting its business and brand. Uncertainty of the future and a desire to return to social spaces affected Peloton’s growth and stock price, scandals and data breaches added to the pressure caused by maintenance and supply chain issues, and the company cut its annual revenue forecast by $1 billion and lowered its projections for subscribers and profit margins for 2022.
Opportunity
We were tasked with creating a strategy that could reinvigorate the business to ensure cultural relevance in the future.
Our Insight
The public perception of the Peloton brand revolves heavily around their bike; however, the true differentiation of the brand goes beyond the equipment. The services and experiences of the brand are Peloton’s strongest equity, championed by its network of star instructors who welcome and entertain users.
Cody Rigsby, 2020.
Not only is Peloton competing with other fitness, workout equipment companies, and gyms, but they’re also competing against other media companies that are fighting for consumer attention and time.
Our Strategy
We proposed that Peloton reposition itself as a Holistic Entertainment Ecosystem to ensure differentiation within the competitive landscape to heighten the experience of loyal customers and attract new audiences.
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Peloton Kitchen
A cooking channel hosted by the users’ favorite Peloton instructors, embedded within the existing Peloton app.
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Instructor Docuseries
An 8-episode Peloton docuseries that focuses on the instructor’s lives will amplify the brand’s legacy and the energy of the community, as well as allow potential users to discover the brand.
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Virtual Reality Experiences
With the power of better user data, personalized and interactive VR gaming can heighten the Peloton experience and allow for a hybrid indoor-outdoor workout.
By highlighting the instructors and creating new touchpoints, Peloton can attract new users into their fitness and entertainment ecosystem.
Our strategy will transform Peloton into a holistic entertainment ecosystem,
expanding their reach and touch points with new and existing audiences.
This repositioning presentation was pitched to the School of Visual Arts’ Masters in Branding Business & Branding Strategy class, winning first place.