In 2012, Peloton brought the best talent in technology, hardware, and production together to accomplish an ambitious goal: Bring the community and excitement of boutique fitness into the home. It’s safe to say they did exactly that and have become an incredible role model for marketers and brands across the globe.
When the idea came to fruition, Peloton knew what people wanted and how to make their product breakthrough into an untapped market. Finding a niche in any branding process is vital to success because a brand should always be unique and provide something to the target market that isn’t already widely available. Peloton took products that existed and made them their own. They added a diverse service to the product, which was a massive step in the fitness world.
Now, their customers can exercise from the comfort of their own home whilst receiving a training session of their choice, whenever they want. A service that no other brand had tapped into on such a broad scale, incredible!
The Marketing Strategy
If you haven’t seen any of Peloton’s marketing material, then you’re missing out. There’s an advert that Peloton released around two years ago that tells a story about the brand, and I can’t help but feel invested. It’s powerful, descriptive, and the visuals make you feel like you need that bike!
The Love of Customer Satisfaction
Peloton branding is all about the customer, their needs and how they can provide for them. The brand is so customer-focused that the company evolves with consumer input. Their products are made and advanced to what users want rather than changing things without reason or consumer guidance.
Peloton also builds customer loyalty through service, and again, this is a product made to do what the consumer wants and needs.
The Employee Care Ethics
Many successful brands get to where they are because of employee happiness. The level of employee care can be considered a vital player in Peloton branding. It’s because the employees produce the product, services, marketing, design and more. Happy workers carry out the best results possible and allow your brand to flourish.
Peloton doesn’t conform to a one-size-fits-all approach. The workforce is diverse, and so Peloton feels the benefits must be too. Peloton’s goal is to enable their team members to be their best, most authentic selves while providing inclusive benefits to them and their families in the moments that matter most. Peloton boasts employee benefits such as comprehensive health care, mental health benefits, childcare solutions, generous paternal leave, equity packages, and more to full-time team members.
The Ability to Stretch the Brand
Peloton is impressive, to say the least, especially when you look closer at how many different services and industries they provide. They can provide their consumers with virtually everything they need and more. Peloton has grown into an in-house goliath that is so much more than their fitness equipment. The brand has since branched out into retail, clothing, music, and much, much more. There isn’t anything Peloton can’t do.
Peloton is a cycling term, a word for a pack that works together to fight the wind. That’s what Peloton branding has achieved, making something nobody has ever created through teamwork and collaboration.
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