Peloton Repositions Itself as More Than a Bike Company

On May 23, Peloton launched a repositioning campaign to broaden how consumers view the company, pushing that it offers more than bikes—and the relaunch includes a new content feature called Peloton Gym.

The rebranding campaign, which is rolling out in all five of Peloton’s global markets, includes a new brand identity and campaign as well as new app membership tiers—promoting that Peloton is for everyone at any level wherever they are. The company’s new brand identity and creative campaign feature actual members and use bolder colors to evoke the energy of a great workout and the afterglow that follows, according to the company.

Peloton CEO Barry McCarthy shared earlier in the month when releasing the company's latest quarterly financials that Peloton would be launching a rebrand later in the month. 

Peloton Gym, a new content feature available across all membership tiers, uses Peloton instructors to guide members on their strength workouts using written instructions on a series of floor-based routines and demonstration videos allowing members to work out at their own pace.

“With this brand relaunch we’re reflecting the vibrancy and fullness of everything Peloton has to offer to everyone,” Peloton Chief Marketing Officer Leslie Berland said in a media release. “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.”

To broaden its reach, Peloton is offering more fitness content for free on its app and is driving home the message that it offers 16 fitness modalities that include yoga, meditation, walking and strength—not just bikes, especially since Peloton’s data shows that more than half of its members’ workouts were not cycling related.

The company now has five app membership tiers, including a new free option. In addition to the existing All Access Membership for hardware owners and the Guide Membership for Guide owners, Peloton will now offer Peloton App Free, which offers more than 50 free classes across 12 of Peloton’s modalities.

In addition, the new Peloton App One (priced as $12.99 per month or $129 per year) offers all the classes from the free app but also unlimited access to thousands of classes across nine of Peloton’s modalities, including strength, meditation, outdoor walking and yoga. These subscribers can take up to three equipment-based cardio classes per month, and they can participate in on-demand and live classes offered almost daily as well as Peloton’s challenges, programs and collections.

The new Peloton App+ includes everything from the free app and App One plus access to thousands of equipment-based cardio classes for the bike, treadmill or rower. It also includes exclusive access to classes featuring the latest specialty content—all for $24 per month or $240 per year.