It seems like the Peloton Bike came out of nowhere and catapulted into success. Everyone has heard of the workout bike (and its accompanying accoutrements) and many of us actually own it as well. The thought, especially nowadays, that we can spend time in front of a screen while also burning calories for 45 minutes is especially appealing. So what’s the deal with the company’s PR?
Peloton Bike
For some reason, although it is one of the most up and coming companies (also in the IPO process), there seems to be a big gap in their marketing and PR. The only review in a major outlet that’s not fitness niche can be found on The Verge. Let’s not even start talking about their disastrous TV ad that had everyone mocking the brand all over the Internet.
Another strange thing is that the company doesn’t seem to be very good at telling its own story, a crucial point in any brand’s marketing plan. In Josh Constine’s article How Peloton made sweat additive enough to IPO: 13 reasons this bike has a cult, the issue is that everything Constine says is great about the bike isn’t exclusive to the Peloton specifically.
As he says in the article: “The Pavlovian Response – Your brain quickly begins to associate the sounds of Peloton with the glowing feeling of finishing a workout: The rip of the Velcro shoe straps, the click of clipping into the bike, but most of all the instructor catch-phrases. You get hooked on hearing the bubbling British accent of “I’mmmm Leeaannne Haaaaainsby” as she introduces herself, Ben Alldis’ infectious “You got 5, you got 4…” countdowns or Emma Lovewell reminding you to “Live, learn, love well.” That final “namaste” followed by wiping down the bike and jumping in a cold shower forms a ritual you’re inclined to repeat.”
Interactive Classes On Peloton Bike
Peloton perhaps should be a little concerned by this, or another comment that’s especially not great: “every friend that signs up makes you want to stay.” Shouldn’t the product itself make you want to stay rather than hinging on the hope that your friends will join up?
The fact that Peloton also is okay with the narrative of it being a cult isn’t ideal either. Many people are put off by the idea of a cult, and at the very least, it does not encourage new people who may be intimidated at first. The whole reason why so many people stay away from fitness classes is the fact that they don’t want to be judged. Why would they want to invite this directly into their home as well? Having a culture versus a cult is much more desirable, and it might be time for Peloton to start thinking about this.
Maybe It’s Time To Rethink PR
Additionally, it looks like Peloton is only speaking to people who are already fit, rather than to try to appeal to everyone. The company seems to be missing the opportunity of making its product desirable for everyone by illustrating how it can help everyone get in shape.
The company unfortunately rewards judgmental behavior that has long been associated with the fitness world and that many other brands have been shedding. Maybe it’s time to get with it and be a bit more inclusive, if not for moral reasons but just as a smart business move.
