Connect with us

Business

Fitness Company Peloton Wants To Rebrand As An App-Based Subscription Company

Avatar of Salman Ahmad

Published

on

Fitness Company Peloton Wants To Rebrand As An App-Based Subscription Company

(CTN News) – An advertisement by Peloton depicting a husband who gifted his wife a stationary bike for Christmas was widely criticized as sexist, dystopian, and reminiscent of a hostage situation.

Many people have taken offense to the commercial’s characters – a white, upper-middle-class family – claiming it sent a negative message about gender norms and body dysmorphia.

In spite of the fact that the controversy eventually faded from the headlines, the public remembers it.

In addition, the ad solidified Peloton’s nascent identity as a high-end bike company reserved for a certain type of person with a certain income level, which was a promising start for the company.

As a result, the company is now ready to change that perception in its favor.

As part of a new marketing campaign launched by Peloton on Tuesday, the retailer is claiming that it offers products and services that can be tailored to fit anyone, regardless of their age, fitness level, income, or whether they have spent thousands on expensive equipment.

Almost a year after Barry McCarthy assumed the role of CEO of the company, the company has introduced a new branding initiative.

As CEO of Peloton, he has worked diligently to transform the company from an entirely hardware-centric enterprise to one that is equally focused on its app and high-margin subscription revenue.

Following McCarthy’s appointment as the new CEO of the company in February 2022, the company has been on the defensive. McCarthy was previously an executive at Netflix and Spotify.

As demand for its connected fitness products slowed and consumers became more cautious about their discretionary spending, the company has endeavored to reduce its gargantuan costs, remedy recalls, and find new revenue sources.

It has been able to stop the bleeding even though the company has yet to return to profitability. Peloton has a new marketing chief at the helm and is ready to reintroduce itself to the world and shed the image the holiday advertisement left behind.

Peloton’s chief marketing officer, Leslie Berland, who joined the company in January and led the relaunch, told: “We understand that the perception externally does not match the reality of who we are.”

Historically, this company has been considered an in-home bike company for fitness enthusiasts, but over the years, it has evolved into something much larger and much broader than that.

Peloton focuses on its mobile application

The relaunch is accompanied by a new, tiered app strategy that includes a free membership option (without credit card requirement) as well as membership levels priced at $12.99 and $24.

Access to content varies by level and, in some cases, legacy users will have less access after December when the grace period ends. Currently, Peloton users can engage in a bike class every day if they pay $12.99 a month, however, in December, they will only be able to do three classes a month.

As part of the relaunch, Peloton’s app will have a special “Gym” feature that allows users to create customized workouts in the gym while using Peloton’s app.

SEE ALSO:

Target Pulls Some LGBTQ+ Stuff From Stores Ahead Of Pride Month

Continue Reading

CTN News App

CTN News App

Recent News

BUY FC 24 COINS

compras monedas fc 24

Volunteering at Soi Dog

Find a Job

Jooble jobs

Free ibomma Movies