Behind Peloton’s new marketing strategy as it debuts ad starring Watt brothers

Roughly two-thirds of Peloton’s members are women. As it continues to turn around its business following lagging sales and layoffs, the fitness brand is now going after the other third with a marketing campaign targeting men. Today, Peloton released a 30-second spot about the sibling rivalry between household NFL names T.J. and J.J. Watt.