Peloton is attempting to shed its original branding as a marketer of high-end fitness bikes sold directly to consumers to rebrand itself to reflect everything Peloton has to offer to everyone, at any level, wherever they are. The approach sounds a lot like trying to be all things to all people instead of excelling at a niche, but perhaps the company feels it tried that angle and failed.

The relaunch is expected to ignite a new brand identity and campaign, introduce new Membership tiers and release a new content feature, Peloton Gym. With the relaunch, Peloton has declared 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,” said Leslie Berland, Peloton’s chief marketing officer. “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.”

New Brand Identity and Creative Campaign
Dynamic. Vibrant. Boundless. Authentic. Peloton’s new campaign brings forward the company’s fitness offerings for all ages, levels, and walks of life. The new brand identity features a bold color palette that evokes the energy of a great workout and the afterglow that follows. It includes powerful 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. The new brand identity launches globally along with a new creative campaign in the US and Canada. Local market creative campaigns will roll out later this year.

More Than A Bike Company
Based on Peloton’s data from its most recent financial quarter, more than half of all workouts were not cycling-related. Today’s strategic evolution is about mirroring the usage and experience of its Members who engage with the company’s 16 fitness modalities from Yoga and Meditation to Walking and Strength – the most popular form of fitness for Peloton’s digital subscribers. To broaden access to its diverse fitness content for all, the Peloton App will offer, for the first time, the most expansive collection of free classes since it first launched in June 2018.

Peloton App Membership Tiering Means Increased Access and Choice
Peloton will now offer five distinct Membership tiers, inclusive of today’s 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 alike to work out with or without equipment – at home, outdoors or at their gym – independently or with instruction. In addition, for the first time, Peloton Row content will be available on the App. Across all App tiers, Peloton Members will have access to expert instruction; the ability to track workouts with the Just Work Out feature; and the fitness industry’s leading music library. The new App tiers allow users to personalize their Peloton experience to suit their daily fitness needs – which, for many, vary on a daily basis:

  • Peloton App Free – Designed to supplement a user’s current workout routine or as a taste test of all Peloton has to offer for a newbie. This tier currently provides more than 50 classes curated across 12 of Peloton’s modalities to enable the user to pair workouts to meet their individual interests, even as those goals change over time. It will also include a rotating set of featured classes that will be refreshed on an ongoing basis. (Free. Zippo. Zilch. Nothing.)
  • Peloton App One – Designed for the Member who wants unlimited access to thousands of classes across 9 of Peloton’s 16 modalities, including Strength, Meditation, Outdoor Walking, Yoga, and more as well as all the classes included in the free tier. App One Members can also take up to three equipment-based cardio classes per month (Cycling/Tread/Row). New on-demand and live classes will be offered almost daily as well as access to Peloton’s Challenges, Programs, and Collections. ($12.99 per month, $129 per year)
  • Peloton App+ – Designed for the user who wants frictionless, unlimited access to Peloton’s vast library (not including Lanebreak or Scenic classes). This tier includes all of App One’s offerings and unlocks access to thousands of equipment-based cardio classes to take on any indoor bike, treadmill, or rower. This tier also offers exclusive access to classes, featuring the latest specialty content. ($24 per month, $240 per year)

Price changes for existing digital-only members will go into effect on December 5, 2023.

New Content Feature: Peloton Gym Builds On Peloton’s Strength Offer
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, allowing them to time their workout and choose between different strength class types so they can personalize for their specific needs at any time. Much like all App features, Peloton Gym will leverage unparalleled Instructor expertise and Member feedback to develop and add functionality to enrich the Strength modality experience over time.

Photo courtesy Peloton