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." As a reader, this spoke volumes and was outright inspiring to hear. In addition to their inclusivity, they have also included meditation in an effort to promote more awareness for mental health and show that it is just as important as physical health.

The value proposition Peloton presents is monumental and a game-changer for many looking for a balance of mental and physical health. The way they present themselves as a company feels more like a movement or as they said a "community." Peloton embraces people of all shapes and sizes while remaining humble and focusing more on sparking connections than pushing products onto members. This approach is unique as it doesn't give you that gut-wrenching sense of urgency but more of an inspiring nudge in a positive direction. 

This company offered a unique take for the health and wellness industry and is sure to begin paving the way for more health-focused businesses. Their marketing methods are similar to Apple in that they express why they do what they do then proceed to explain how effortlessly, hooking you with their passion and not just what they are selling. 

If I were the marketing manager for this business I feel like I would be a bit more targeted. I thoroughly enjoy the inclusivity aspect of the business's marketing but I do wish we would see more of the people they say they are welcoming. Upon looking over their website, Peloton® | Workouts Streamed Live & On-Demand (onepeloton.com) you'll primarily see people who are in top-notch shape, which is to be expected of their coaches, but I would show more relatable body types. An entry-level course guided but their up-and-coming coaches or even new members of their service would be a great hook for people, such as myself that underestimate my capabilities especially when I see my instructor looks like Ronda Rousey. 

All in all, though learning about the business's goals and what they want to brand themselves was interesting to dive into when reading CNBC's How Peloton builds a community around health and wellness (cnbc.com). I think the concept is great and I look forward to seeing more innovative ways they can find to combine fitness and mental health.