“Beyond the Bike”
Fitness that meets you where you are
My Role: Account Manager
Managed a team of 6 (Strategists, Art Director, Experience Designer, and Copywriter) to develop and deliver campaign
Conducted primary & secondary research (Company, Category, Competitors, Consumers) to inform insights and strategy
Identified strategic opportunities and developed creative brief
Created media plan informed by industry trends and consumer behavior
Ensured alignment between insight, strategy, and creative executions
The Team
Lucas Gaitán (Strategist)
Cai Strachan (Strategist)
Eliza Fry (Art Director)
Zoe Kennedy (Experience Designer)
Emma Roth (Copywriter)
The Ask:
In a post-pandemic world where people are shifting away from home workouts and opting for other fitness options, Peloton struggles with declining subscriber rates. We were tasked with developing a plan to revitalize Peloton as the go-to fitness lifestyle brand that encourages customer loyalty, attracts new business, and adapts to growing competitive pressure in the market.
During the height of COVID-19 lockdowns, Peloton experienced unprecedented growth as consumers sought at-home fitness solutions. However, as restrictions eased and gyms reopened, the company faced a sharp decline in demand for its equipment. The company struggled to retain its pandemic-acquired customer base, with many users returning to traditional gyms or abandoning their fitness routines altogether. Peloton's challenges were further compounded by product recalls, which damaged consumer confidence, and increased competition in the digital fitness space.
The Problem:
The Approach:
To solve this problem, my team and I conducted a comprehensive brand and competitor audit on Peloton to identify key consumer segments and understand the factors influencing their engagement with the brand. We explored potential barriers consumers might face when considering Peloton or fitness in general, from cost concerns to motivational challenges. To deepen our insights, we consulted national surveys and studies on physical activity, analyzing the core motivations and deterrents that shape consumer attitudes toward health, fitness, and wellness.
While many individuals cite lack of time as a barrier to fitness, research reveals most adults have 4.5–5+ hours of free time daily, yet prioritize less than 7% of it for physical activity.
Many people say they’re too busy to work out, but it's not about having time; it's about making time. Consumers have more free moments than they think; they're just not using them to their advantage.
The Insight:
The Opportunity:
Peloton can leverage its strengths to reach busy adults. The platform’s wide variety of live and on-demand classes, ranging from 5 minutes to 2 hours, sets the brand up well to address the needs of those who struggle to find time to prioritize health and fitness.
Peloton has the opportunity to show consumers that it can easily fit into and add value to their daily lives, no matter their schedule.
We developed a campaign to reposition Peloton as the digital fitness platform that tailors its content to users’ specific goals and lifestyles because of its first-class instructors, boundless accessibility, and passionate connected user base.
Peloton can demonstrate why it is the perfect solution by resonating with busy adults who value exercise but struggle to make it to the gym due to commute times and other time restrictions.
Beyond the Bike: Peloton makes wellness accessible by meeting people where they are
Peloton Pods encourage passers-by to stop for a quick exercise break
AI Trainer integrates with users' calendars to recommend classes throughout the day
Subway ads call out the flexibility of working out with Peloton
Hello Fresh partnership reaches health-conscious consumers who value convenience
Peloton Pods in malls give shoppers the opportunity to get in a quick workout
Billboards in high traffic areas encourage meditation breaks on the go
Social media ads show how Peloton and health goals can fit into different lifestyles
The Beyond The Bike campaign uses a multi-touchpoint media strategy to reach campaign objectives.
It includes social media, experiential, OOH, and brand partnership executions to reach business professionals, busy parents, and stressed students online, on the go, or at home.
The campaign begins in November as the holidays roll around when many adults travel and go shopping. It culminates with an OOH push, as the target returns to work and school and considers New Year’s resolutions.
With a $3.5M budget, the Beyond The Bike campaign will garner over 500M paid impressions across four months
