akasha solis | brand strategist
Peloton: The Brand
A mental health crisis is on the rise. The COVID-19 pandemic has taken a toll on everyone which has led to a great awakening. Re-evaluating fitness and wellness needs are a priority.
How sensitive is Peloton to their demographic's needs?
How can they be more relatable during a time of health and financial crises?
Background
As a leader of the fitness industry, Peloton strives to expand its brand outreach during a time of isolation.
Peloton experienced a surge in membership during the pandemic. With increasing awareness on our individual well-being and prioritizing our health we are turning to personalized experiences which is something Peloton excels at.
Source: Tucker, R. (2019, February 28).
Business Objectives
Lack of CRM, lack of PR-crises response team, injuries with product. Expensive product but little to no customer service, lacking engagement from Gen Z demographic.
Source: Cantor, B. (2020, June 24).
Target Audience
Target demographic in the US is 35-65 years old.
Individuals under the age of 35 are their fastest growing demographic.
32% of those that state they are interested in Peloton are from ages 25-34.
Source:
Wroble, A. (2021, January).
Marketing Objectives
Increasing engagement with their social channels, having big influential names on their payroll who will share Peloton content to their following, and generating consistent brand relevancy.
Social Channels Include:
Instagram, TikTok, Twitter
Social Presence
Peloton is a socially active brand that communities daily on their various shared channels.
Brand personality is: fun, active, and engaging.
How does their engagement integrate with their own community's needs?
What matters to our Audience?
Convenience
53% of Young Professionals state they feel unmotivated to cancel their gym membership, even with a lack of attending their gym. They mention preferring at-home routines, or gyms that are aa 5-10 minute distance from their residence.
On-Demand
29% of people stated that the pandemic has made them more aware of their mental health needs.
Source: Yao, R. (2020, April). Wellness 2020.
Personalized Experiences
66% of Young Professionals want to feel included in their fitness routine. Whether that means personalized playlists, customized workouts, app recognition and tailored training, or boutique classes where the instructor remembers their name.
Source: Clinehens, J. (2022, April 6).
Our Self-Care Enthusiast Community
Prioritizing our individual's needs for fitness and wellness, a community is born.
Get fit while increasing time for your own self care and mental health needs.
These individuals crave intimate fitness experiences that feel tailored to them. They also seek engaging atmospheres where they can build on their new community and connections.
Self-Care YP Enthusiasts
(24–42 age range)
- High spending on fitness, boutique fitness, and gym clothes.
- Journaling and self-care is a daily routine.
- Majority of their shopping is online.
- Metropolitan living.
- Prioritizing mental health needs, and self-care routines.
- 50-100k income.
Inclusivity in the fitness narrative is just another value of our community. They expect to see brands including different body types, races, and levels of experience from their instructors and coaches. They crave brands, and this extends to fitness that is purposeful not transactional.
79%
of people want to purchase products from companies that have a social purpose.
Source: Les Mills. (2022, March 2)
in 2022
Consumers are having higher expectations for brands to be more inclusive and mindful in their approach.
Source: Hein, B. (2022, March 30).
Insight
Self care has been highlighted as a priority during this pandemic. Without personalization, our wellness needs are being neglected.
Strategic Solution
Peloton+CRM offers customers personal coaches to do weekly check-ins for their specific fitness goals.
Phase 1: Execute this strategy by shining light on (very) micro-influencers and regular fitness enthusiasts who thrive on media channels such as Twitter, TikTok. Have them partner with a bigger Peloton fitness instructor, such as Cody Rigsby to help encourage counseling and linking it to the usage of the Peloton app.
Phase 2: Set a positive and compassionate tone of voice by using warm and engaging language in their platform. Uplifting fitness voices from different levels of expertise and backgrounds, who are relatable and open about their personal struggles.
Phase 3: Establish reliability by providing a collaboration with BetterHelp to help raise further awareness on fitness benefits through therapy and counseling.