After teasing details in its Q3 financial release, on May 23, Peloton initiated a complete relaunch of its brand in all of its five global markets. Peloton calls this the “next chapter,” in which the company moves away from the perception of an at-home trainer “to reflect everything Peloton has to offer to everyone, at any level, wherever they are.”
Who’s behind Peloton’s new brand identity
The brand, which like many other connected fitness providers has faced sales declines and crises following the end of the pandemic years that boosted the home fitness industry, has announced a new brand identity and campaign along with the relaunch. It also includes new membership levels and a new content feature called Peloton Gym. Peloton has declared itself open and available for anyone to experience its expert instructors and premium content, even for free.
Peloton’s new brand identity features a bold color palette that evokes “the energy of a great workout and the afterglow that follows.” Peloton itself is responsible for the brand strategy and worked with Mother Design and Uncommon Creative Studio on the new brand identity. Stink Studios was tasked with global creative design in collaboration with Peloton’s in-house creative studio and Stink Films director ®Jones. The new brand identity will be rolled out globally along with a new creative campaign in the USA and Canada. Creative campaigns for local markets will follow later this year.
Explaining the new Peloton membership tiers
Based on Peloton’s data from the last fiscal quarter, more than half of all workouts had nothing to do with cycling. Now, the company plans to strategically address all 16 of its fitness modalities; from yoga and meditation to walking and strength training. To expand access to its diverse fitness content for all, the Peloton App will debut the most comprehensive collection of free classes since its launch in June 2018.
Peloton members will now be able to choose from five different membership tiers, including three newly introduced app membership tiers as well as the existing All Access membership (for hardware owners) and Guide membership (for Guide owners). The new app tiers allow beginners and enthusiasts alike to work out with or without equipment – at home, outdoors or in the gym – independently or with guidance. In addition, Peloton Row content will be available in the app for the first time.
The new app tiers also allow users to personalize their Peloton experience to suit their daily fitness needs – which, for many, vary on a daily basis:
- Peloton App Free supplements a user’s current workout routine or serves as a trial for newcomers. This tier currently offers more than 50 courses curated from 12 Peloton modalities;
- Peloton App One is for members who want unlimited access to thousands of courses across 9 of Peloton’s 16 modalities. New on-demand and live courses are offered almost daily, as well as access to Peloton’s challenges, programs and collections ($12.99 per month, $129 per year);
- Peloton App+ is for users who want frictionless, unlimited access to Peloton’s library. This tier also provides exclusive access to classes with the latest specialty content ($24 per month, $240 per year).
Pricing changes for existing members who train digitally only will go into effect on Tuesday, December 5, 2023.
Peloton’s new Peloton Gym feature
With the new Peloton Gym, available to all membership levels, the company will offer floor-based workout routines demonstrated in an accompanying video and designed to be done at the user’s own pace.
As with all app features, Peloton Gym uses instructors and member feedback to develop and add features that enrich the strength training experience over time.
