1
Table of Contents
Meet The Team ………………………….
3
Executive Summary…………….…… 4
Background Information………….5
Mission/Vision …………………….….. 6
Situation Analysis ………………..……7
Competitive Analysis …………..……8
Social Media Audit ………………...….9
Now What ………………………….
……….10
SWOT……………………………………
…..….11
Key Insights
……………………………… 12
Target Audience……………………..
….13
Transition to
Campaign………………………………...
…..14
Goals……………………………………..
…….…15
Key Message Platform ……………..16
Objective
1…………………………………..17
Objective 2
……………………………….…18
Objective 3 …………………………..
……..19
The Budget………………………….
…...20
Appendices………………………..
……..21
Appendix 1- Media List………….22
Appendix 2- Media Release…..23
Appendix 3- Press Release…..24
Appendix 4- Obj.1………...
…………25
Appendix 5- Obj.1 …………….…..
26
Appendix 6 Obj. 1 ……………...….
27
Appendix 7- Obj. 1 ……………..…
28
Appendix 8- Obj. 2…………….
…...29
Appendix 8- Obj. 3 ……………..
….30
References................................ 31
References .............................. 32
Meet The Team: Gen P

Sydney
Daeschler

Sydney MaryLouise Katie Ishizaka

Daeschler Covelli

Kimberly Caroline
Johnson Hirschauer
3
 Executive Summary
Peloton is a fitness company known for kick starting the trend of
being connected through fitness. Providing excellent products, and
more recently, a stellar app that facilitates home workouts. The
launch of this app was timely considering the COVID-19 crisis.
Peloton is perceived as an exclusive and perhaps high priced fitness
option. The app delivers a more accessible fitness solution, however
awareness of the app remains low.
As many people began to workout from home due to social distancing
guidelines and gym shutdowns brought on by the pandemic, the
Peloton app has become a safe and affordable way for people to lead
an active lifestyle. The app provides easy and on-the-go access to
various workouts, including yoga, strength training, and cardio, as
well as guided meditation. The Peloton app also offers a variety of
exercise classes led by Peloton instructors that motivate users and
make them feel part of a larger workout community. This diverse
community is inclusive of people with different body types and
workout preferences.
To adjust perceptions and build awareness, Generation P has
designed a PR campaign to create an awareness of the app that is
hopefully long-lasting and. We want to change perceptions of Peloton
from exclusive luxury to inclusive and affordable that offers luxury
workout regimes for all. This campaign will execute the following
objectives:

1. Bring awareness to the app.

2. 25% increase in Peloton app downloads by Dec 2022.
3. Changing perceptions of Peleton from an exclusive & expensive
brand to one that is more inclusive & accessible.
4
Using strategic social media tactics we will achieve these objectives
 Background

The brand’s official

Peloton was Facebook page has over
440,000 followers.
founded in 2012

Today, Peloton has 1.67

million connected fitness
subscribers, with an
Peloton introduced its annual retention rate of
first product in 2014, a over 92%.
connected exercise bike
with access to on-demand Peloton’s CEO, John
classes. Foley, had a goal to bring
the community and
excitement of boutique
The Peloton community
fitness into people’s
has earned recognition
homes while allowing
from various celebrities,
them to balance
including actor Hugh
demanding jobs and busy
Jackman and Olympic
families.
runner Usain Bolt. In 2017, the company hit
a milestone of 100,000
subscribers

5
Peloton’s Mission and Vision

Peloton is a unique fitness company that

values serving their community, being

inclusive, and championing equality. With

the slogan “together we go far,” Peloton’s

vision is to “empower individuals

experiencing systemic inequities through

physical fitness and mental wellbeing to

be the best versions of themselves”

(Sanders, 2021).

Understanding the challenges faced by any brand

requires a holistic understanding of the
environment surrounding that brand. A research-
backed situation analysis will enable us to reach 6
 Situational Analysis
The spread of the COVID-19 pandemic
resulted in nationwide lockdowns which
encouraged the transition to virtual
fitness from traditional studios and gyms.
Now gyms have started to open up again
causing more people to turn to in person
gyms. Coronavirus shutdowns sent Peloton’s shares
to a record high, as many people decided to
work out at home. Peloton’s shares surged
more than 17 percent and their fitness
subscribers nearly doubled to 886,000. More
than 1.1 million people downloaded the
During the COVID pandemic, Peloton app in the span of six weeks.
Peloton’s sales surged by 172%
and more than 1 million people
subscribed to the company’s
Cargo ships stuck in the Suez Canal
streaming classes. caused Peloton to add an additional $15
million to their expedited shipping
expenses. This boosted the prices of
Peloton’s already pricey bikes and
During the covid pandemic Peloton’s sales treadmills.
surged by 172% and more than 1 million
people subscribed to the company’s
streaming classes. The Peloton live sessions are
personal and give a sense of
community that people were
7
missing through the pandemic.
 Competitive
Analysis

MyFitness Gold’son
-Upped the offerings
their personal-training
Pal:
-Provides personalized Gym:
app and have expanded
diet tracking and their reach beyond their
activity tracking to its traditional male

customers bodybuilder base to

millennials (especially
women)
Nike Training Club Apple Fitness App:
-Cheaper than the Peloton app
-Offers a free, year round
App: Up to six family members total can

subscription and is available use the Fitness+ service

-Fitness+ is also included in the
in 200 countries
Apple One -Premier bundle, which
-Has over 1.8 million users is priced at $29.99 per month and
who are doing 500,000 offers ‌Apple Music‌, Apple TV+,

workouts per week Apple Arcade, Apple News+, and

2TB iCloud storage
SoulCycle:
-During the pandemic, SoulCycle offered outdoor riding
studios and at-home bikes
-SoulCycle launched the SoulScholars program, which
allowed students to attend SoulCycle classes as well as
health and job readiness workshops for a 12-week period.
Their rider challenge “Soul Together,” helped raise funds to
support the program.
8
 Social Media Audit
Social Followi Pos Post URL/Handle Average
Media ng t/ / Likes
Day Wee (last 20
k posts)
Faceboo 863,23 3 10 @Peloton
k 0
Twitter 166,70 3 11 @Onepeloton 420
0
Instagra 1.6 mil. 2 16 @Onepeloton 16K
m
YouTube 72,200 0-1 1-2 @Peloton 38K(view
s)
160 (likes)
TikTok 25,400 2 8 @Onepeloton 27K
(views)
2K (likes)
Pinteres 34,000 2-3 @Peloton -10+ mil
t (views)
-454
(likes)
LinkedI 218,00 0-1 @Peloton 348
n 0 (Interactive)
9

Reddit 242,15 n/a r/pelotoncycle n/a

 Now What…?

After carefully researching the fitness

industry and constructing a
Competitive & SWOT analysis, we can
develop a cohesive plan to achieve the
goals we have designed for this
campaign.

10
 SWOT Analysis
SWOT Aspects Implications Possible Actions
Strengths -Dedicated group of
core followers.
-They could serve and
explain how dedicated they
-Activating their dedicated core
group following.
-Multi-device access for are to Peloton. -People on the same package
family members by -Provides flexible and can have their own account.
listing different convenient access to
accounts for one different accounts. -Lower the prices or offer
package. discounts for subscription
-Offers an innovative -Attracts people who are within Peloton.
subscription-based looking for a simple
model with easy access. subscriptions.

Weaknesses -They are seen as a

luxury brand
-Most won't consider
buying the product due to
-Make people aware of a
cheaper option and push for
affordability more app downloads.
-The company has -The company may decline -Promote the affordable and
mainly two fitness its sales due to a lack of accessible mobile Peloton app
training products, bikes product diversity. that targets a wider consumer
and treadmills with two demographic.
variants each. -Consumers may turn to -Promote quality over quantity
-Its accessories and competitors with a wider & advertise products to be of
apparel range are variety of accessories and higher quality than those of
limited as compared to apparel. their competitors.
some of its competitors.

Opportuniti -Possibilities for wide

media coverage.
-Having earned media
providing coverage to a
-Sharing earned media to
private platforms.
es -SoulCycle received wider audience. -Target SoulCycle members
backlash for bullying -SoulCycle customers will with qualities that are similar
and fat shaming need a fitness brand to turn will attract those members to
allegations. to after dropping Peloton.
-Due to COVID-19, SoulCycle. -Create a video or campaign
gyms are closing so -Consumers will turn to showing how the app is
people are turning to at app’s they can use at home. accessible at home, with or
home gym equipment. without equipment.

Threats -A new entrant or

existing competitor can
-People will be deciphering
what exercise apps are the
-Provide an aspect of the
company that is successful and
easily challenge its best quality overall. unique to the market in order to
market position. -People will want a change stand out among others.
-Gyms are gradually of scenery outside of their -Promote cleanliness and safety
opening up after homes. of an at-home workout with
COVID-19.
-Peloton companies
-Once the bike or treadmill
is purchased, buying again
Peloton, compared to
sometimes unsanitary gyms. 11
 Key Insights

People like working out

together!

Peloton Benefits include:

products are -more energy
seen as -learning from friends
expensive and a -motivation
big commitment (ItsTimeTexas).
(Insider).

The Fitness Industry

has changed At-home workouts
dramatically since and fitness apps
COVID-19 have increased in
(Bloomberg). popularity since
COVID-19 (The
-virtual components
included in workout Atlantic).
routines
-decline in gym
memberships

12
 Target Audience
The future of working out is going to be known as Generation Peloton. Our targeted audience is:
● 18-24 year olds.
● Older side of the Gen Z age group.
● No specific gender, race, or religion
● Fitness-focused
● Gen P is more socially, technologically, and
globally aware than any other generation.

Gen Z value individual use of expression, and put money to what their values are. They value a diverse
and more equal opportunity. They prefer the use of mobile devices when completing tasks. They are also
not afraid to shop online when needed. Innovation and convenience are words that describe Gen P when
it comes to being a consumer. Security and a way to “escape” are also lifestyle characteristics for them.
They are always wanting to share about their experiences and speaking out about what matters to them.
According to a study from NC State University, the motto of Generation Z is “work to live, not live to
work” (Fontein, 2019).

Gen Z prioritizes physical fitness, healthy eating habits, and mental well-being. Prior to COVID, Gen Z
and Millennials made up 80% of all people who had a gym membership. According to research from
Les Mills, 87% of Gen Z reported exercising three or more times per week (Vennare, n.d.). However,
Gen Z already had an active presence on fitness apps and websites before gyms were shut down. Along
with Millennials, Gen Z account for 89% of users of app-based or online workouts (Germano, 2020,
para. 3). Since the COVID lockdowns, 40% of Gen Z reported that they were more motivated to
exercise to improve their mental health. Gen Z enjoys being a part of a digital community and
comparing their fitness performance to others. Fitness platforms that involve leaderboards and
interactive forums are especially appealing to Gen Z (“Gen Z - Home fitness & wellbeing,” n.d.).
This is Generation Peloton. They will be Peloton Beyond.
13
 Slogan: PELOTON
This will break theBEYOND
stigmas and portrayal of who is supposed
to be using Peloton products, and where. From any location,
users are able to access a variety of classes that range from
10 to 60 minutes. From meditation and stretching, to running
and strength conditioning, anyone with the app can
customize their workout experience and have the same
benefits they would have if they were to use the Peloton
treadmill or bike. With a payment of $12.99 a month,
younger adults are able to reach their fitness goals without
compromising their time and money. Peloton beyond along
with an additional copy will reinforce this message to the
targeted audience.

THE
CAMPAIG
N

14
 Goals
Change perceptions
of Peleton from an
exclusive, expensive
brand to one that is
more inclusive and
1 accessible.
Bring
awareness to
the
accessibility
and 2
affordability of
the Peloton
app
Intent to
download 3
and have the
Peloton app

15
 Key Message Platform

You can access premium

fitness content through
your pocket by
downloading the Peloton
Downloading the
app.
Peloton app, with a
Unlike anything Peloton
subscription of
has done before, the
$12.99/ month,
Peloton app allows users to
allows users Key Message
schedule specific classes
accessibility to
that adhere to their own
thousands of
unique lifestyle without
premium
Slogan: classes
“Pelotonand
having to commit to the
privileges.
Beyond.” This will
bike or treadmill. The
break the stigmas and
entirety of this campaign is
portrayal of who is
to relay the message that
supposed to be using
Peloton is inclusive. 16
 Objective One
Bring awareness to the app. Establish 25%
awareness among target audience by Dec
Strategy:
2022.
User generated content strategy.
Have users who have been using
the peloton app for a while provide
information about the app to
people who have not
downloaded/heard about it.

Tactic Tactic Tactic Tactic

“Share the Create a
love.” Provide Pick 10
social
Encourage incentives to Peloton media page
users of the users who members
app to dedicated
create share their as brand to Peloton
content and personal ambassad Beyond
share their ors users to
links to the share their
progress.
(See appendix app with workout
7) content
friends.
(See
appendix 6)
Sharing the This will make Ambassadors will A social media
love will users want to lead by example page dedicate to
inspire other share their and represent progress can build
users to get a experiences Peloton in a a community that
session in too. with Peloton positive light. encourages and
inspires.
17
 Objective Two
Increase Peloton app downloads by
25% by Dec 2022
Strategy
Creating a bigger branding awareness for
the app by Dec 2022

Tactic Tactic Tactic

Competition between Sponsor Provide pop up
3 Gen Z workout marathon and
influencers. The
links for
winner gets the
provide QR code potential users
opportunity to host a to app with t- on the website
live session in the shirts and hats. that invite
Peloton app. (See appendices 1-3
for media relations)
visitors to
Influencers include:
Ashleigh Jordan,
download the
Stefana Avara, and app.
JoeFRONT
Wachs. (See BACK5)
(See appendix
appendix 4)

18
 Objective Three
Change perceptions of Peloton
from an exclusive and
expensive brand to one that is
more inclusive and accessible
Strategy
Host different
challenges among
new users to keep
them coming back
each day

Tactic Tactic Tactic

If users use the app Provide in-app exclusive
Have a new offers for users, and we
everyday for the
member whole month for 10
send push notifications to
encourage more customer
challenge: new minutes, we will interaction. Incentives
members send them a peloton within peloton beyond
should hat and if they post
instagram: code in options
complete 5 full a picture with the
for special hidden
workouts connected to
workouts and hat on they will get peloton app. boosts
then get a a shoutout.
instagram and boots app
badge on the engagement.

app and then

share to other 19
 Budget

Peloton Budget Report

2
APPENDICES...

21
Appendix 1
Media List

2
Appendix 2
Media Release

23
Appendix 3
Press Release

24
Appendix 4 - Obj. 1

25
Appendix 5- Obj. 1

26
Appendix 6- Obj. 1

27
Appendix 7- Obj. 1

28
Appendix 8 -
Boston
Obj. 2
Marathon
Sponsorship

Peloton is excited about sponsoring the Boston Marathon

because, just like Peloton, the Boston Athletic Association has

a mission to promote a healthy lifestyle. Non-profit

organizations such as The Esplanade Association, which

works to revitalize the Charles River Esplanade, sustain its

natural green space, and educate communities on how to

preserve and protect Boston’s riverside park, as well as the

26.2 Foundation which works to support the sport of

marathoning and invests in programs that help to promote

health, wellness and economic development, are partnering

with the B.A.A. for this year’s marathon. Protecting the

environment and practicing healthy habits are deeply

important to Gen Z. Engaging with organizations that also

hold those values will reflect positively on Peloton and will

make Gen Z aware that Peloton supports organizations that

29
Appendix 8- Ob. 3
New Member Challenge

3
 References

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126th Boston Marathon field size established as 30,000; All entrants must be fully vaccinated to participate . (2021, November 2).
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32