PELOTON
01. The Ask:
Choose an aspirational brand and propose an extension that will allow it to conquer new market territory while continuing to deliver on its core brand promise.
02. Focus:
Peloton. While the brand is certainly aspirational, it also exists in a crowded category, which the Coronavirus pandemic has further saturated by increasing demand for at-home fitness solutions. Despite this, Peloton’s true value proposition—its community of loyal riders—cannot be easily replicated.
03. Findings:
A brand analysis illuminated a weakness that could be detrimental to Peloton’s long-term success: its product is replicable. Therefore, we knew Peloton needed to leverage its tight-knit community, adored instructors, and strong brand recognition—assets the brand can own. We also saw opportunity for global expansion, given Peloton’s current presence in the UK, Germany, and Canada.
Introducing…Peloton View!
Peloton View will bring together Peloton’s existing rider community in a new way: on high-end bike tours all over the world, led by the instructors riders know and love.
A new point of view
Peloton enthusiasts and adventure lovers will discover the world on new, mobile bikes, and find a new community along the way.
Uncharted territories
From a business perspective, Peloton View will introduce new international markets to the Peloton brand, laying the groundwork for future growth.
Removing geographical barriers
User Generated Content filmed on the tours will be uploaded to the Peloton app, allowing home riders to take virtual rides all across the world. Allowing the greater Peloton user base to experience Peloton View will connect the rider community despite distance, and encourage home riders to consider a Peloton View trip in the future.
Why bike tours?
As restrictions lift, many people will be looking for a safe way to travel. But beyond the pandemic, the bike tourism industry is expected to grow substantially in the coming years: from an estimated 29.2B in 2020 to 34.6B in 2027.
Complementary demographics
We saw many similarities between bike tourists and Peloton riders-similar levels of education, income, and average age, not to mention the same drive to incorporate fitness into their everyday lives. This told us that the Peloton customer would be likely to consider bike tourism, if they haven’t already.
Harnessing brand power
While there are a number of players in the high-end bike tour market, none are internationally-known, beloved brands like Peloton. We saw an opportunity for Peloton to use the strength and power of its brand to become a leader in the bike tourism industry and expand its fervent community.
Strategy: Sophie Lubin, Ori Yang
Cultural research and analysis: Greta DeLacy, Anna Kounna
Design: Sara Remi Fields
Project Duration: 3 days