While studying at the School of Visual Arts’ Masters in Branding program, my class had the opportunity to work with the tech-savvy folks Peloton to help reposition the brand from a luxury stationary-bike into a holistic fitness brand.
We suggested a 3-step approach to repositioning Peloton. First, redesign Peloton’s website and app to prioritize its members, including an internal social platform featuring member success stories, and homemade videos.
Next, we proposed the introduction of real-world touchpoints: a members’ club with holistic wellness offerings (such as spa, workspace, and food) along with a touring Peloton show featuring Peloton’s famous instructors. Finally, we suggested the development of an at-home ecosystem that tracks sleep, meals, and exercise — ultimately allowing Peloton to become a partner in their member’s holistic wellness journey.