How Peloton builds a community around health and wellness

Carrie Gundy rides her Pelton exercise bike at her home in San Anselmo, California on April 06, 2020.

Ezra Sha | Getty Images

Peloton wants to be known as a health and wellness company, not a fitness business, according to its chief marketing executive.

“We want to make sure we reflect the communities we’re serving,” Dara Tresider, Peloton’s chief marketing office, told Julia Burstein on Thursday during CNBC’s CMO Exchange Virtual event.

“One of the things I do with my marketing team is we argue … and some people like, ‘We’re a fitness company, and being fat means that.’ And I have to be like, ‘No, no, no. We’re actually a health and wellness organization, and it comes in a variety of shapes and sizes.’

Peloton recently added “Mood Rides”, which are designed to create different emotions such as being happy, sad or calm. Along with this ride are guided meditation classes on how to keep the Peloton in shape as well as trying to raise awareness about the importance of mental health.

Traceder added that the massive increase in Peloton during the epidemic was due to the sharing of their personal experiences with the brand from its loyal user base to others. Peloton counts 2.33 million connected fitness customers – who own Peloton products and pay a monthly fee for access to the company’s digital workout content.

“The reality is when you try to force something, it just doesn’t work,” he said. “So for us, that deliberate cultivation of the community is really focused on finding the organic sparks of connection within our member base, and then that kind of fuel … leaking … a spotlight on those things.”

Peloton said it plans to increase spending on paid marketing soon, so that both its low-cost bikes and its updated trade machines can be advertised.

But Peloton also uses its now-famous team of instructors to connect with users. Trainers are active across social media platforms and often interact with members online.

“We want them to be superstars,” Traceder explained. “They are employees, and so they have invested in the success of the company. And we are investing in their success.”

One trainer, Cody Rigsby, is competing in ABC’s “Dancing with the Stars.” Another, Alex Toussaint, was recently signed by athletic clothing brand Puma.

“I give John a lot of credit [Foley] Because it is very difficult to do. … The normal thing to do is tell them let’s control them, brand them, “said Traceder Peloton about how he thinks about CEOs and trainers.” In fact, it doesn’t actually work, and people can see through it properly. “

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