Brand Relaunch, Free App Membership Tier,
and New Peloton Gym Feature Unveiled Today
NEW
YORK, May 23, 2023 /PRNewswire/ -- Today,
Peloton (NASDAQ: PTON) announced the start of the company's
next chapter as it repositions from the perception of an in-home
bike company to reflect everything Peloton has to offer to
everyone, at any level, wherever they are. With Peloton's amazing
content on its award-winning hardware and App, today's relaunch
ignites a vibrant new brand identity and campaign; introduces new
Membership tiers; and releases a new content feature, Peloton Gym.
With today's relaunch, Peloton is declaring itself open and
available for everyone to experience its expert Instructors and
world-class content, even for free.
"With this brand relaunch we're reflecting the vibrancy and
fullness of everything Peloton has to offer to everyone. We're
shifting perceptions from in-home to everywhere, fitness
enthusiasts to people at all levels, exclusivity to inclusivity
across all Peloton Members present and future," said Leslie Berland, Peloton's Chief Marketing
Officer. "Our Instructors and Members live and breathe the true
Peloton experience every day. We're excited to bring that energy
and inspiration out into the world."
New Brand Identity and Creative Campaign
Dynamic.
Vibrant. Boundless. Authentic. Peloton's new campaign brings
forward the company's fitness offerings for all ages, levels, and
walks of life. The new brand identity features a bold color palette
that evokes the energy of a great workout and the afterglow that
follows. It includes powerful still imagery of actual Members
showcasing that before-and-after emotion. Peloton drove the brand
strategy, partnering with both Mother Design and Uncommon Creative
Studio on the new brand expression. Stink Studios was appointed for
global creative, collaborating with Peloton's own internal creative
studio, and Stink Films director ®Jones. The new brand identity
launches globally along with a new creative campaign in the US and
Canada. Local market creative
campaigns will roll out later this year.
More Than a Bike Company
Based on Peloton's data from
its most recent financial quarter, more than half of all workouts
were not cycling related. Today's strategic evolution is about
mirroring the usage and experience of its Members who engage with
the company's 16 fitness modalities from Yoga and Meditation to
Walking and Strength – the most popular form of fitness for
Peloton's digital subscribers. To broaden access to its diverse
fitness content for all, the Peloton App will offer, for the first
time, the most expansive collection of free classes since it first
launched in June 2018.
Peloton App Membership Tiering Means Increased Access and
Choice
Peloton will now offer five distinct Membership
tiers, inclusive of today's three newly launched App Membership
Tiers, as well as the existing All Access Membership (for hardware
owners) and Guide Membership (for Guide owners). The new App tiers
allow beginners and enthusiasts alike to work out with or without
equipment – at home, outdoors or at their gym – independently or
with instruction. In addition, for the first time, Peloton Row
content will be available on the App. Across all App tiers, Peloton
Members will have access to expert instruction; the ability to
track workouts with the Just Work Out feature; and the fitness
industry's leading music library. The new App tiers allow users to
personalize their Peloton experience to suit their daily fitness
needs – which, for many, vary on a daily basis:
- Peloton App Free - Designed to supplement a user's
current workout routine or as a taste-test of all Peloton has to
offer for a newbie. This tier currently provides more than 50
classes curated across 12 of Peloton's modalities to enable the
user to pair workouts to meet their individual interests, even as
those goals change over time. It will also include a rotating set
of featured classes that will be refreshed on an ongoing basis.
(Free. Zippo. Zilch. Nothing.)
- Peloton App One - Designed for the Member who wants
unlimited access to thousands of classes across 9 of Peloton's 16
modalities, including Strength, Meditation, Outdoor Walking, Yoga,
and more as well as all the classes included in the free tier.
App One Members can also take up to
three equipment-based cardio classes per month (Cycling/Tread/Row).
New on-demand and live classes will be offered almost daily as well
as access to Peloton's Challenges, Programs, and Collections.
($12.99 per month, $129 per year)
- Peloton App+ - Designed for the user who wants
frictionless, unlimited access to Peloton's vast library (not
including Lanebreak or Scenic classes). This tier includes all of
App One's offerings and unlocks access to thousands of
equipment-based cardio classes to take on any indoor bike,
treadmill, or rower. This tier also offers exclusive access to
classes, featuring the latest specialty content. ($24 per month, $240
per year)
Price changes for existing
digital-only members will go into effect on Tuesday, December 5, 2023. For more information
please visit our Membership page at:
onepeloton.com/membership.
New Content Feature: Peloton Gym Builds on Peloton's Strength
Offer
With the launch of Peloton Gym, available across all
membership tiers, Peloton gives Members what they need to meet
their strength goals anywhere they want to work out. This marks the
brand's first offering in which workouts are written-out, demoed in
a supporting video, and designed to be done at the user's own pace.
With this new content feature, Peloton Instructors offer Members a
series of floor-based routines, allowing them to time their workout
and choose between different strength class types so they can
personalize for their specific needs at any time. Much like all App
features, Peloton Gym will leverage unparalleled Instructor
expertise and Member feedback to develop and add functionality to
enrich the Strength modality experience over time.
Beginning today, the new branding, Peloton App membership tiers,
and Peloton Gym feature will roll out in all of Peloton's five,
global markets.
About Peloton
Peloton (NASDAQ: PTON) provides Members with expert instruction,
world-class content and the fitness industry's leading music
library to create impactful and entertaining workout experiences
for anyone, anywhere and at any stage in their fitness
journey. At home, outdoors, traveling, or at the gym, Peloton
offers an immersive and personalized experience [with or without
equipment]. Access Peloton content via the Peloton Bike, Bike+,
Tread, Guide, Row or the Peloton App, now with multiple membership
tiers. Founded in 2012 and headquartered in New York City, Peloton has a highly engaged
community of nearly 7 million Members across the US, UK,
Canada, Germany, and Australia. For more information,
visit www.onepeloton.com.
PRESS CONTACT:
Ben Boyd
press@onepeloton.com
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SOURCE Peloton