We All Have Our Reasons

We turned Peloton inside out to shed an exclusive past.


We All Have Our Reasons

Highlight real members and their unique stories to illustrate what people can get from & bring to the Peloton community.



By 2019, Peloton had become synonymous with luxury. To continue growing, the brand drastically needed to change how people perceived it.


In 2020, Peloton’s positive brand sentiment was down among their target audience. The brand was described as, “elitist, exclusive, and not for them.” But that contrasted heavily with member experience – users described the brand as, “vibrant, diverse, and supportive.”