Peloton sought to double down on its mission of uniting the world through fitness in order to connect with a younger audience.
We found that many younger millennials view Peloton as a purchase for later in life when they can afford larger living spaces. We saw an opportunity through Peloton’s app to appeal to this new audience now and leverage a bike purchase down the line.
Peloton Freestyle utilizes existing exercise equipment at city parks and connects users to the Peloton app for workouts unique to each park.
App subscribers have the opportunity to join pop-up workouts with other Pelotoners. Led by local Peloton instructors, these park workouts are the perfect way to engage with fitness-minded friends.
How It Works
Park users can access this special section of the app by scanning a QR code. A selection of strength and cardio workouts unique to the park will appear.
Why It Works
Peloton’s investment in fitness for all will prove its commitment to accessibility and inclusivity. The program will not only generate social chatter, it will also prove to a younger consumer that Peloton is for them.
Shannon Gill (CW)
Sydney Toller (AD)
Edward Beckwith (MBA)