Innovations in Fitness Marketing

One of the activities that many people have begun to participate in especially during the COVID-19 lockdown was participating in fitness at home. With most gyms being closed, those who wanted to stay in shape had to be creative in how they exercised. This shutdown was the perfect opportunity for a brand like Peloton. For those that don’t know, Peloton is a fitness bike with a screen that broadcasts different workouts filmed by instructors that incorporate various timed bike rides and exercise videos. The Peloton platform tracks your progress and lets you compare your progress to other Peloton users. Peloton has successfully marketed itself as a health and wellness company according to this CNBC article. Peloton has marketed itself as an experience that everyone can enjoy and has developed a cult-like following who rave about the brand.

Something that Peloton has incorporated into its service is what’s called “mood rides” which are centered around different emotions the user is feeling at a given moment. This is Peloton’s solution to addressing mental health problems that people have endured in today’s society. Now more than ever, having just endured a global pandemic and an economic recession looming, people in today's society have struggled significantly with mental health. I’m a firm believer that exercise and staying healthy are the keys to overcoming poor mental health. Marketing itself as a company committed to resolving issues plaguing our society is an effective way of having a positive perception of the brand among consumers. Having an emphasis on making exercise fun and enjoyable is one way I think this issue can be suppressed by those struggling with mental health.

In addition to Peloton’s efforts to address mental health, Peloton’s team of instructors who are considered celebrities to those who use the platform, instructors interact with users throughout multiple social media platforms. Social media interaction with the instructors has only increased customers' loyalty to the brand and has opened up opportunities for instructors on the platform. According to the article, Peloton instructor Alex Toussaint signed a brand deal with the popular sportswear brand Puma. Peloton’s commitment to advancing the careers of those who work for the company has also helped in maintaining their positive customer perception of the brand. Ultimately, Peloton’s marketing strategy has resulted in increased customer loyalty and made the act of exercising a more enjoyable experience.