15 May 2020
Peloton pushes Digital Membership with TV ad campaign
BY Liz Terry
Peloton is working to engage with consumers in the US and UK during the global lockdown by ramping up the marketing of its Peloton Digital Membership which gives access to live streaming and on-demand classes without equipment via the Peloton App.
The company is running prime-time TV advertising campaigns for Peloton Digital Membership, offering app access for $12.99 + tax in the US and £12.99 a month in the UK, with a 30 day free trial at the outset. The App isn't currently available in the German market.
App-only access – originally launched in 2018 – was previously US$19.49 + tax a month, but the company dropped the rate in December 2019 to ramp up volume.
The Pandemic has given Peloton the opportunity to optimise home-based workout sales and accelerate the growth of Digital Memberships.
The Peloton App gives access to a range of exercise classes and coaching, including outdoor running, strength training with hand weights and bodyweight, meditation, yoga, stretching and bootcamp.
Other features include the option to workout alongside others, to earn 'achievements' and to track progress with metrics.
Peloton Digital Membership can be upgraded to US$39.00 + tax/£39.00 per month to add Bike and Tread classes for customers who go on to invest in their own bike or treadmill.
The company also sells sportswear in a tie up with Lululemon, handweights and other workout accessories.
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