Marketing in the News: How Peloton builds a community around health and wellness to craft its brand
The cure-all for lack of motivation to work out. As someone who struggles with consistency in my fitness routine, I was instantly drawn to read about Peloton. Lately, Peloton has steadily been gaining a following, not just for the fitness aspects, but primarily for the mental health benefits this newfound community provides. In this article, Peloton makes a bold point of identifying as a health and wellness company rather than solely focused on fitness. Their goal has been to reach users authentically, through organic interactions that leave a lasting impact. One of the most influential methods they use to boost these organic interactions is by investing in their instructor's success. They want to give their instructors freedom without a cap on their growth within and outside of the company. During the interview with Peloton's Chief Marketing Officer Dara Treseder, she stated "We are actually a health and wellness company, and that comes in all shapes and sizes." A...
