How Peloton builds a community around health and wellness to craft its brand

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  • Peloton wants to be known as a health and wellness company, not a fitness business.
  • Peloton’s chief marketing office Dara Tresadar said during CNBC’s CMO Exchange virtual event on Thursday that the company wants to reach its users authentically through organic interactions between users.
  • Tresader also explained how Peloton invests in its trainers to help grow the business.

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

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“We definitely want to make sure we’re reflecting the communities we serve,” Peloton’s chief marketing office Dara Tresader told Julia Borstein during CNBC’s CMO Exchange virtual event on Thursday.

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

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Peloton recently added “mood rides,” which are geared toward different emotions, such as happy, sad or calm. These ride-along guided meditation classes are examples of how Peloton is trying to raise awareness of the importance of mental health in addition to keeping in shape.

Tresader said Peloton’s massive growth during the pandemic has largely stemmed from its loyal user base sharing their personal experiences with the brand with others. Peloton has 2.33 million connected fitness subscribers – people who own a Peloton product and also 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,” she said. “So for us, the deliberate cultivation of community is really focused on finding out where the organic spark of connection lies within our member base, and then pouring fuel on that … shining a spotlight on those things.”

Peloton has said it plans to soon increase spending on paid marketing to advertise both its low-cost bike and its updated tread machine.

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

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

An instructor, Cody Rigsby, is competing on ABC’s “Dancing with the Stars.” Another, Alex Toussaint, was recently signed by athletic apparel brand Puma.

“I give so much credit to John [Foley] Because it is a very difficult thing to do. … the natural thing to do is let’s control them, let’s brand them,” Tresader said of Peloton’s CEO and how he thinks about trainers. doesn’t work, and people can see right through it.”

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