How Peloton builds a community around health and wellness

Peloton wants to be known as a health and wellness company, not a fitness company, according to its chief marketing officer.

“We absolutely want to make sure that we reflect the communities we serve,” Peloton chief marketing officer Dara Treseder told Julia Boorstin on Thursday at CNBC’s CMO Exchange virtual event.

“One of the things I do with my marketing team is we debate… and some people are like, ‘We’re a fitness company, and that’s what it means to be fit.’ And I have to say, ‘No, no, no. We’re actually a health and wellness company, and it comes in different shapes and sizes.’ “

Peloton recently added “Mood Rides,” which focus on different emotions such as joy, sadness or calm. These rides along with the guided meditation classes are examples of how Peloton tries to raise awareness about the importance of mental health, in addition to staying in shape.

Treseder went on to say that Peloton’s runaway growth during the pandemic came largely from its loyal user base sharing their personal experiences with the brand with others. Peloton has 2.33 million connected fitness subscribers – people who own a Peloton product and also pay a monthly fee to access the company’s digital workout content.

“The reality is that when you try to force something, it just doesn’t work,” she said. “So for us, this intentional culture of community is really all about finding organic sparks of connection within our membership base and then fueling that… shining the spotlight on those things.”

Peloton said they plan to increase their spend on paid marketing soon, in order to advertise both their cheaper bike and their updated tread machine.

But Peloton also uses its now famous team of instructors to connect with users. Trainers are active on social media platforms and frequently interact with members online.

“We want them to be superstars,” Treseder explained. “They are employees, and therefore they are invested in the success of the company. And we are invested in their success.”

Instructor Cody Rigsby is on ABC’s “Dancing with the Stars” show. Another, Alex Toussaint was recently signed by sportswear brand Puma.

“I give John so much credit [Foley] because it’s a very difficult thing to do. … The natural thing to do is say let’s check them out, tag them, ”Treseder said of the Peloton CEO and what he thinks of the instructors. “The point is, it doesn’t work and people can see it properly. through it. “