Making Peloton a trusted partner for the gym-timidated

Client: Peloton

The pandemic was a blessing and a curse for Peloton. They saw phenomenal growth thanks to the surge in indoor exercising and all-time high brand awareness, but they were also branded as an expensive exercise bike provider.

To increase subscribers, we needed to convert the ‘gym-timidated’ and pivot from being ‘just a bike’ to a holistic fitness brand. Research identified a cohort who wanted to improve their health and wellbeing but avoided the gym because they felt self-conscious about their appearance and ability.

We partnered with The Guardian to create cross-platform content that localised the brand’s American flavour, humanised Peloton to the non-gym obsessed (or ‘Gym-timidated’) and demonstrated the breadth and appeal of the app.