Target Market of Peloton

Leading a healthy lifestyle is one of the best decisions that one can make. There was always an excuse for inaccessibility for workout gear, space, and motivation for a long time. There are companies out there that strive to make everything that much easier. Some people feel their best when they work out at home. But for doing so, they may need a few more things than just apparel. Equipment always makes your workouts a little more effective. Today, we are going to talk about Peloton, a large fitness platform. We are going to discuss its marketing tactics to unravel the story behind its success.

First and foremost, we are going to take a look at a campaign of Peloton.

Peloton’s shocking holiday ad campaign angered the internet to a great extent. Thus, working on a new campaign was a great idea for earning back people’s trust. Peloton returned with fresh ad series that had real riders in them.

The headline of the campaign is ‘We All Have Our Reasons’. What most companies are known for doing is hiring actors for their ads. That is still a great strategy because it is actors’ job. But For this specific campaign Peloton went out of its way to include actual users.

The people that we see in the video are a teacher, a baker, and a retired NFL player. The idea here is very simple. These people are solely talking about their involvement with Peleton. They are discussing their appreciation for it and its association in their day-to-day activities.

The former NFL player is struggling with how much he misses the games. But he is a father, so being around his children, and concentrating on their upbringing are now the main focus in his life.

The teacher is struggling with online education. Everything can make online education quite tricky, from the internet connection, noises in the house, side distractions. She, in specific, is surrounded by children, and controlling them in the circumstances like such is difficult.

We then see a golfer. He is unsure whether the efforts he is putting into his job are worth the hype. And then, we see a positively energetic mother. She has teens, but unlike some moms, she is optimistic and patient with them.

But at the end of the day, everyone is showing up for each other. They all get on their bike and work out. Because working out is the ultimate guide to a fulfilled and satisfying lifestyle.

Now, an earlier sentence may have left you wondering, what was the other campaign all about? It was about an actress Monica Ruiz. She is walking you through her fitness journey while showing a bunch of selfies.

But all of that would not have been possible if her husband had not given her a Peloton bike. Why people were unhappy about this is because of unwritten stereotypes. People expect women to match the expectations of society. Specifically, in this case, it is all about beauty and fitness.

However, what the internet perceived from this ad is entirely different from the actual message that Peloton was spreading. Peloton is spreading the word about the beauty of workout equipment. Using the word beauty might be naive here.

But think about how much different workout equipment has made a physically active lifestyle a possibility for you. In the past, if you had to find space to run, now you can do it on a treadmill. If you did not like working out around people, now you can do it at home with your own weights and spin bike.

Of course, these items are pretty pricey because so much goes into making them. But this is another aspect that Peloton has worked on. The company has created a more affordable version of its famous stationary bike.

The CEO and co-founder of Peloton, John Foley, has spoken up about the company’s goal. According to him, the biggest accomplishment for Peloton would be for people to enjoy at-home workouts. It should be the go-to answer for as many people as possible.

That is exactly why, Peloton offers a great variety of fitness classes. They also vary in price because what the consumers are searching for may differ. Some may be just getting started, while some others may be looking for more intense classes.

The pandemic made working out at home a more widespread phenomenon. All jokes aside, that might be one of the most significant accomplishments from the Covid lockdown.

Moving on, we are going to take a look at the communication strategy of Peloton.

‘Better than us’ is the slogan that Peloton has gone for.

It has been proven multiple times that working out is an amazing accomplishment for people in all states.

It is advised for people to stay active even when they do not feel like it because something awesome awaits. Right after you finish a workout after not having wanted it, you feel relieved and happy that you ended up doing it.

Working out brings out the best in you. When you are physically satisfied, it transfers to your mental state as well. And when a person is happy with their mental and physical health, they significantly contribute to everyone around them.

Carolyn Tisch Blodgett’s mom once bought a bike from Peloton that connects to the internet. Carolyn really did not get the hype and excitement at that time. But here we are, and that bike and other equipment like such as now her specialty.

When some sources have called Peloton a cult, the latter seems like a contradictory word. What Carolyn thinks fits better is community. The users of Peloton support and push each other to do great.

People have met their best friends through Peloton, which is truly something to be proud of if you ask me. Friends recommend classes to each other. And when a specific class seems complicated, they rely on each other to make the experience worthy.

The loyal members that the Peloton community has bring even more loyal members to the picture.

Pelton has invested a lot of profits for making its products and advertising them. The company has definitely benefited from its efforts. People love it and use it every day. But the best achievement for Peloton is that its slogan pretty much matches the outcomes.

The fitness world is a tool for creating a big community. And that community is better than us. It is much stronger, much reliable, and much better.

Last but not least, we will try to unravel the segment that Peloton has chosen to target.

The video is a narrative from somebody at Peloton’s viewpoint. He is telling the story of the company. Peloton is a New York City-based tech company. The ongoing and ultimate goal of the company is to change the lives of people. All of that is only a possibility because of the fitness platform that the company has created from scratch.

Peloton is a hardware company, a software company, a content company, everything that brings success to selling their products and advertising.

Peloton is a retail company, an apparel company, a design company, a music company. These make the process of working out that much more enjoyable.

Peloton is a logistics company, and sign it up for anything else that it needs and has to be. This company will do everything to turn its goals into reality.

This company gives many opportunities to workers of different spheres. For engineers, it is a place to be taken seriously. This is a place where they can express their ideas freely.

Peloton is a platform for instructors to communicate with and help hundreds of people and ultimately change their lives.

For employees, Peloton is a place of opportunities where others respect their ideas.

And why not understand if there is a meaning hidden behind the word ‘Peloton’? Peloton is a cycling term. The latter can be defined as a pack that works together to fight the wind. And that is exactly what the company has achieved throughout time.

For some, Peloton is much more than a workout platform or a workplace. It is family. All the awesomeness that the company now has is only a possibility because of the unity of people.

Self-improvement, confidence, and goal orientation are the major hints that we get from this video. At this point, it is easy to guess that the segment that Peloton has chosen to target is Peacocks.

What do we know about it?

Lifestyle and values:

The number one priority for Peacocks is to be original. Of course, originality does not know limits, so there are multiple ways to reach it. One instance is through an exceptional style. Then, of course, their hobbies and interests are also accessories to their individuality.

But perfection is not always a great thing. For a split second, insecurities may come about. But these little episodes are never going to take away from the awesomeness of Peacocks. For instance, one bad workday is not going to affect the final project.

Perfectionism is not all about looks. It is also about goals. Peacocks are constantly on the hunt for a new achievement. Even when achieving that goal will take a while, Peacocks will be enthusiastic about it. If this segment has a big task, the best solution is to break it up into small ones.

Peacocks are leaders. Of course, at schools or universities, teachers taught them great lessons. Getting a job is a big goal of Peacocks. But they also have to perform amazingly in their role and reach the point where they are leaders.

Work is not all about fun and games. Peacocks are realistic enough to realize that money is one of the greatest reasons why they are doing it. This segment randomly buys stuff that it does not need. Most of the time, those items are miniature, more like prizes. But that does not mean that those items are not expensive. Peacocks spend their money effortlessly.

Because of that approach, Peacocks often live paycheck to paycheck.

Brand usage:

Peacocks usually invest in luxury pieces because they enjoy rewarding themselves. This also is an excellent addition to their desire to stand out. This segment shops a little too much. And, as we understood, it is because of their inclination to dress up uniquely.

Peacocks only purchase good-quality products. Also, they like to have options in their wardrobe. So this segment goes for both quality and quantity.

Buying luxury goods does not have to mean becoming entirely naive for money. Peacocks look for discounts and special offers when shopping.

Peacocks ironically also follow trends. That is indeed ironic because they are also obsessed with standing out. But, do not worry, they have found a way. What they do is incorporate some of those trends into their existing style.

This segment is very brand loyal. Let them find their brand. They will hold on to it tightly.

Other interesting facts:

It is not merely style that keeps Peacocks looking great. They additionally regularly go to the gym to maintain good shape. This segment adores meeting new people. They could meet those people at the gym, a cinema, pubs, and restaurants. For staying updated on the things going on in the world, and their friends, Peacocks use media and social media.

The moment you decide to start at-home workouts, think of this remarkable company, Peloton. In this blog, we talked about some of its marketing tactics to better understand its success. We continually update our website with new blogs. So, for more of these, make sure to check out our main website!