Peloton Repositions Itself as a Fitness Company for Everyone, Introduces New Membership Tiers and Free Content
Introduction
Peloton, the renowned fitness company known for its in-home stationary bikes, is undergoing a significant transformation. In a recent announcement, Peloton unveiled its plans to reposition itself as a fitness company catering to individuals at any level and wherever they may be. The company is expanding its offerings beyond cycling to include a diverse range of fitness modalities. Peloton also introduced new membership tiers and a free content feature, reflecting its commitment to inclusivity and accessibility. Let’s delve into the details of Peloton’s rebranding and its exciting new features.
A Vibrant Brand Identity and Creative Campaign
Peloton’s brand relaunch showcases a dynamic, vibrant, and authentic image that represents its comprehensive fitness offerings. The company’s bold color palette evokes the energy of a great workout and the sense of fulfillment that follows. The new brand identity features powerful imagery of actual members, highlighting the emotional transformation they experience through fitness. Peloton collaborated with renowned creative studios, including Mother Design, Uncommon Creative Studio, Stink Studios, and Stink Films, to develop the brand expression. The global creative campaign will be rolled out in the US and Canada, with local market campaigns planned for the future.
More Than a Bike Company
Peloton’s recent data reveals that over half of its workouts are not cycling-related. In response to this trend, the company is expanding its fitness content to cater to various modalities, such as yoga, meditation, walking, and strength training. To offer broader access to its diverse fitness content, Peloton’s app will now provide the most extensive collection of free classes since its launch in 2018. This move aims to cater to individuals who may be new to fitness or want to supplement their existing workout routines.
Peloton App Membership Tiers for Increased Access
Peloton now offers five distinct membership tiers, including three newly launched app membership tiers. These options allow users to work out with or without equipment, at home, outdoors, or at the gym, either independently or with instruction. The existing membership tiers, All Access (for hardware owners) and Guide Membership (for guide owners), remain available. The new app tiers provide users with personalized experiences to suit their daily fitness needs, as preferences may vary from day to day.
- Peloton App Free: This tier is designed for users looking to supplement their current workout routines or explore Peloton’s offerings. It offers more than 50 curated classes across 12 modalities, enabling users to tailor their workouts to their individual interests. Additionally, featured classes will be refreshed regularly, providing ongoing variety and engagement. The Peloton App Free tier is available at no cost.
- Peloton App One: This existing tier, priced at $12.99 per month, provides unlimited access to thousands of classes across 9 modalities, including strength training, meditation, outdoor walking, yoga, and more. App One members can also enjoy up to three equipment-based cardio classes per month, such as cycling, tread, or rowing. The tier offers new on-demand and live classes, as well as access to Peloton’s Challenges, Programs, and Collections.
- Peloton App+: Designed for users seeking frictionless, unlimited access to Peloton’s vast library, excluding Lanebreak or Scenic classes. Priced at $24 per month, this tier includes all offerings from App One and unlocks access to thousands of equipment-based cardio classes suitable for any indoor bike, treadmill, or rower. App+ members enjoy exclusive access to specialty content and classes.
Peloton Gym: A New Content Feature
Peloton Gym, accessible across all membership tiers, empowers members to achieve their strength goals wherever they choose to work out. This feature provides written-out workouts, accompanied by supporting videos, enabling users to proceed at their own pace. Peloton Instructors guide members through a series of floor-based routines, allowing customization based on different strength class types. Member feedback and Instructor expertise will continuously shape and enrich the Peloton Gym experience over time.
Expanding Globally
The rebranded membership tiers and Peloton Gym feature are now available across Peloton’s five global markets: the United States, Canada, the United Kingdom, Germany, and Australia. These offerings aim to broaden Peloton’s reach and attract individuals who may not have access to or be able to afford its hardware equipment.
Conclusion
Peloton’s strategic repositioning from an in-home bike company to a comprehensive fitness company reflects its commitment to inclusivity and accessibility. By expanding its fitness modalities and introducing new membership tiers, including a free option, Peloton aims to cater to a wider audience. The company’s new brand identity and creative campaign capture the vibrancy and fullness of the Peloton experience. With its emphasis on content and services, Peloton is set to further establish itself as a leading force in the fitness industry.
