CHALLENGE: Future-proof Peloton, evolving their perception from a luxury stationary-bike into a full-fledged fitness brand.
SOLUTION: Shift focus away from product offerings to the most important but also underutilized asset of the brand: its community. Bring Peloton’s community front and center of their brand in three phases:
First, redesign Peloton’s website and app to include a social platform, member success stories, and member homemade videos. Next, introduce real-world touchpoints: a members’ club with holistic wellness offerings (spa, workspace, food offerings) along with a touring Peloton show. Finally, propose an at-home ecosystem that includes sleep, food, and exercise trackers — ultimately allowing Peloton to cater to member’s holistic wellness journey.