14 Dec Action PR takes a spin on the Peloton Bike
It’s nearly the end of 2018 and if Peloton is a word you’ve not come across yet this year, then frankly – you’ve been living under a rock.
Peloton One is a leading digital fitness model which sells online workout programmes to consumers worldwide. The newest venture is the Peloton Bike, which is the ultimate at-home spinning workout experience. Although as a brand it has been around since 2012, Peloton has in recent years, absolutely exploded on the global fitness market. So much so, that figures now show Peloton has more US customers than SoulCycle – which, up until now, has arguably been the best-known spinning brand worldwide.
The tech-based home fitness brand has shaken and stirred the fitness market. Everyone from boutique instructors and studios to big-box operators are taking note of exactly what Peloton is doing with their brand, their marketing and for their target audience.
Having only recently launched in the UK, a lot of our clients and network contacts have asked us for our opinion of Peloton. So, we decided to go try it for ourselves and see what all the hype was about.
What is Peloton?
In basic terms, it’s a brand with a stationary-exercise bike as its main product. The bike is something which can be placed anywhere. It is therefore ideal for busy people who can’t make it to the gym or those who simply don’t want to get a gym membership. The bike is built with a 22-inch high definition screen set up to receive classes streamed live up to 14 times a day. You can also access a bank of pre-recorded sessions which play on demand.
Although, having now been on the bike – we realise it’s a lot more than just another exercise machine. It’s an immersive experience with an engaged, competitive community, a thrilling visual and audio journey and at its core, it’s also physically hard work!
Where does it sit in the fitness industry?
Although on-demand fitness isn’t necessarily a new phenomenon, Peloton has taken things a bit further with this bike. In terms of market space, it’s one of the first of its kind and ticks all the boxes – the machine, the instructor, the motivating class look and feel, but all at your own convenience.
The programmes are produced at a very high-level with fitness performance and motivation at its core. Above all, it’s personalised – there are pre-recorded classes to join, which show you where you rank compared to other riders or there are the live classes, where the instructors keep you motivated throughout the session.
Why is everyone talking about it?
Aside from the physical experience of using the bike – which in itself has convinced countless cynics (according to reviews), the brand’s creative marketing and advertising approach has been relentless.
For example, the advertising campaign, which cost a whopping £7m, has littered online, broadcast and traditional platforms and even uses real Peloton instructors who are sweating their butts off on the bike, (helping break down those conventional ‘I need to look good whilst working out’ barriers).
Media were also given the opportunity to trial the product in advance of it being launched, meaning the press reviews were already live by the time the bike hit the UK market. Finally, the brand itself has invested heavily in allowing prospective users first-hand experience.
How can you try it?
The brand also launched Peloton House a couple of months ago for members of the public to book into private sessions with the bike. When we went to the flagship in Covent Garden last week, we assumed it was a pop-up; a quick marketing activity which would close once enough sales were made. Wrong – Peloton has bought the central London space! As well as the trial areas downstairs – of which there are multiple rooms, from the bedroom, to the lounge to the study – the Covent Garden space will also be a live-studio where people can drop in to do sessions with the brand’s instructors. The whole experience Peloton gives new and old users is tailored and exciting.
What are the barriers?
As great as it was to go to Peloton House and immersive ourselves in the experience, the machine is prohibitively expensive. At nearly £2000 for the physical bike plus nearly £40 per month for unlimited access to the classes and programme, it’s one hell of a fitness investment and therefore not something people enter lightly. When comparing the price to a monthly gym-membership, it seems strange paying that much for just one piece of equipment.
The overall verdict?
Peloton One is doing a fantastic job in the on-demand fitness world and is providing customers with a high-quality, tailored product. So much so, that the hype around the bike, the marketing and the programming feels almost ‘cult-like’.
Although Peloton has a place in the market, we do feel it is a bit limited in terms of who can afford the product and the subscription. We also believe, variety is the spice of life and people should enjoy various forms of exercise day-to-day.