Peloton

THE CHALLENGE
To future proof Peloton by defining a unique value proposition that elevates it amidst an increasingly competitive landscape.

THE OPPORTUNITY
From Bike to Brand
To expand the association between Peloton (the brand) and the product (the bike) by establishing a brand positioning that supports Peloton's desire to diversify, expand, grow and create value for those they serve.

THE TEAM
SVA Masters in Branding: Ali Kearney, Charmie Shah, Clare Albers, Gabriella Bartelle, Katherine Burke, Roberta Cajado, Anabella Chiou, Namita Deliwala, Talia Evan, Ericka Garcia, Ling Hsu, Bronwyn Hunt, Rory McKinnon, Ria Knapp, Maria Manuela, Jason Park, Gelsomina Picariello, Malavika Rao, Devanshi Shah, Michael Shirey, Theresa Brondholt Sorensen, Dylan Taylor, Sakhi Todi, Emily Verselis, Fangjie Wang, Yunke Xiao and Sophia Yuan.

MY ROLE
Brand Strategist, Graphic & Web Designer

PHASE 1

Immersion & Discovery

We conducted an audit of the cultural, historical, and social landscapes that impacted the audience, brand, and business to uncover what would shape behavior around physical wellness in the next 5-10 years.

The themes explored were: Investment, Community, Addiction, Celebrity, and Adrenaline.

Our research methodology included a wide range of sources such as first-person brand immersions, journals, reports, books, social media, podcasts, interviews, and surveys.

Each theme concluded in a series of observations and thought starters.

PHASE 2

Insights & Implications

We tested hypotheses developed during the discovery process, uncovering compelling insights and actionable opportunities for Peloton.

We conducted over 25 interviews with people of all different fitness levels and we uncovered they are all united by a common mindset - a desire to keep evolving.

- GUIDING INSIGHTS -
Progress is an intention, not a result.
People grow when given both space for the self and connection with others.
Experiences that anticipate our needs give us a feeling of control.

PHASE 3

Translation & Action

We leveraged insights to develop a cohesive brand narrative, brand positioning tools, and actionable approaches to bring the brand strategy to life.

We asked ourselves what does evolution look like in products, community, and content offerings. What does this look like today, tomorrow and ten years from now? We presented our findings through three lenses Community Forward, Untethered, and Whole Life.

COMMUNITY FORWARD

How might Peloton place their audience's growth front and center, stepping in as needed?

Step: Member Stories (2-3 months)
Celebrating the stories of real people will help to make the brand more accessible and connected to a diverse group of potential Evolutionaries.

Stretch: Digital Ecosystem (6-9 months)
By centralizing engagements under the brand's ecosystem, Peloton can further participate in conversations in order to facilitate greater connections within its community.

Leap: Members Club (1-2 years)
Member clubs will provide a physical space for in-person engagement to build a Peloton lifestyle that sparks evolution towards a more creative, expansive experience where members inspire one another.

UNTETHERED

How might Peloton meet members wherever they go, not just where they live?

Step: Peloton Houseguest (Airbnb Partnership) (2-3 months)
Superhost Airbnb homes would act as boutiques spread around the world. New and potential members could enjoy curated experiences focused around the brand products.

Stretch: Peloton Getaways | Peloton On The Road (6-9 months)
Bootcamps and retreats with a wide range of activities. Hosted by Peloton and available to businesses and universities because physical activities have been proven to increase productivity.

Leap: Peloton Unbound (Peloton Road Bike) (1-2 years)
This new product will deliver one-of-a-kind outdoor experiences. Meet the need of tracking stats, the desire for outdoor experiences and stimulating the senses.

whole life

How might Peloton push members towards a better self in more moments of their everyday lives?

Step: Peloton Podcast (2-3 months)
Leverages Peloton's existing recording expertise. Brings to life the passion points of the instructors, members, and brand community.

Stretch: Wearable Device (6-9 months)
Holistic health data tracking to inform whole-life health coaching that deepens members' commitment to the brand by creating a sense that Peloton knows them best.

Leap: Peloton Household Ecosystem (1-2 years)
An ecosystem of dynamic, connected fitness products and services that evolve in response to their members' changing needs.