The Belong Effect by Sid Lee logo
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Peloton

An interactive fitness phenomenon propelled by a rush of endorphins and the spirit of the community.

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Lifestyle Community

Fitness enthusiasts + high-end gym members

Synergizing product and content, Peloton provides on-demand streaming fitness classes derived from inclusivity, camaraderie and high-energy workouts. This has proved to be a revolutionary formula enabling the company to pedal its way to even more growth during the pandemic.

Identity
Mobilization
Oneness
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Identity

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Through intelligent product design, inspiring instructors and interactive content, Peloton has pioneered a new way of life for its passionate members, making them feel part of one big family.

Synonymous with the Peloton lifestyle, the stationary bike has become a symbol of affluence and a lifeline throughout the pandemic. Avid members can now purchase an array of exclusive Peloton products, including shoes, clips and apparel.

Social Capital

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Peloton's intimate coaching methods leave members feeling seen, heard, and related to, with a VP of Community whose duty is to listen to members and reflect their feedback in products and content. In the spring of 2020, the company released their new Tags feature, bringing Peloton groups to the leaderboard, allowing them to ride together under an official hashtag.

The Leaderboard lets members and instructors see and motivate each other. (source: Peloton)

Oneness

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Making headlines, the Peloton Pledge has committed to fight racial and social inequality within and beyond their community. The company pledged to increase accessibility in underserved communities, delivering DEI goals and creating safe spaces.

Peloton communities are thriving and connecting via social platforms, with over 850,000 followers on the official Facebook page posting photos of themselves and their bikes as well as training updates. Relying on cohesion to motivate, the company returned this year with a new Peloton Community Challenge that rewards the entire community based on total training hours, rather than individual progress.

Source: One Peloton

Mobilization

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To bring the Leaderboard model to life, the start-up has been organizing an annual Homecoming event since 2016. In the 2021 edition, over 50,000 members worldwide participated in three days of virtual discussions, live classes and artist chats. Evidence that Peloton’s programming taps into the addictive nature of joy and positivity.

By the numbers

5.5M

subscribers

18%

of revenue that Peloton spent in fiscal 2021 on marketing, as the equipment almost sold itself. ​​Compare that to the three years ended June 30, 2019, when the company spent an average of more than 36% of its revenue selling its wares

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