No 'Peloton Wife' in sight as fitness brand spotlights real members in new ads
After making waves last holiday season for being unrealistic in its marketing—including the infamous “Peloton Wife” ad—Peloton is now featuring real-life customers in its new campaign.
The push, called “We All Have Our Reasons,” includes nine Peloton members who will appear in a variety of spots across national TV and digital media. One 30-second commercial shows how four different members are juggling their new COVID-altered fitness routines by sharing bikes with family members or making time amid work-from-home constraints. “We have our own reasons but we all showed up for each other,” a voiceover says.
The brand campaign, the first under new top marketer Dara Treseder, also marks a return to spending after Peloton paused advertising earlier this year. In May, the New York-based fitness brand said it was pulling back on marketing because its products had gained widespread appeal and awareness from word-of-mouth marketing. Exercise-starved consumers were clamoring for Peloton’s at-home stationary bikes.
Now, Peloton is ready to tell their stories, according to Treseder, who joined as senior VP and head of global marketing and communications two months ago. “We’re continuing to invest in our brand and telling our story,” she says, noting that the brand has more than 3 million members. “We are using this opportunity to tell this story that we haven’t told before in a way that we feel is important at this time for our member base.”
The authentic messaging is a different approach from Peloton’s holiday campaign, a product-focused effort that showed a thin woman using a bike given to her by her husband on a journey to become even thinner. Many complained that the “Peloton Wife” was a “male fantasy” and mocked the brand on social media. But the commercial didn’t dent sales, which were robust over the holiday selling season.
Revenue has continued to soar during the pandemic. Last month, Peloton blew past analyst expectations by reporting fiscal fourth-quarter revenue of $607.1 million, a 172% rise over the year-earlier period. The seller of bikes and treadmills, which recently introduced a new lower-priced product, has been performing so favorably that rivals are boosting their own offerings in the at-home fitness category.
Peloton worked with Mekanism, which has long been an agency partner, on the new campaign. Mekanism was also behind the “Peloton Wife” ad. Treseder said that Peloton’s in-house team also had a hand in the brand work.
“Our approach as we evolve as a brand, we have a creative team that works and provides direction and partners with our agency partners,” Treseder says. “As we do more and tell our story as a brand, we will continue to do that.”
For the “Reasons” push, Peloton sent emails to members asking them what keeps them motivated. The brand chose those with strong stories about their relationship to the brand and the Peloton community. The campaign will run in a series of spots varying from six to 60 seconds.