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27 May 2023
Peloton plans to reinvent itself as part of major rebrand
By Tom Walker
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Peloton has announced a major change in direction
Photo: Peloton
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Peloton has announced a major rebrand as part of a 'realignment' of its services.
Announcing what it calls a 'next chapter', Peloton said the rebrand will see it broaden its remit from being known predominantly as a hardware company, to one focused on programming and offering fitness to "everyone, at any level, wherever they are".
At the heart of the changes are three new membership tiers and a new content feature called Peloton Gym.
Peloton Gym will be available across all membership options and – in a major shift – marks the brand's first offering in which workouts are written-out, demoed in a supporting video and designed to be done at the user's own pace.
With the new feature, Peloton instructors offer members a series of floor-based routines, allowing them to time their workout and choose between different strength class types so they can personalise for their specific needs at any time.
Peloton will now offer five distinct membership tiers, adding three new options to the existing "All Access Membership" (for hardware owners) and "Guide Membership" (for Peloton Guide owners).
The three new tiers have been designed to allow both fitness beginners and enthusiasts to work out with or without equipment, at home, outdoors or at their gym – independently or with instruction.
The trio of new tiers are Peloton App Free (at no cost to users), Peloton App One (US$12.99 per month or US$129 per year) and Peloton App+ (US$24 per month, US$240 per year).
The move is the next stage of a journey that started with the introduction of instructor-led workouts to accompany the Peloton Bike in the early days of the business before pivoting to gamification with Lanebreakin February 2022 and to strength workouts in April 2022.
Leslie Berland, Peloton's chief marketing officer, said: "With this brand relaunch we're reflecting the vibrancy and fullness of everything Peloton has to offer to everyone.
"We're shifting perceptions from in-home to everywhere, fitness enthusiasts to people at all levels, exclusivity to inclusivity across all Peloton Members present and future.
"Our instructors and members live and breathe the true Peloton experience every day. We're excited to bring that energy and inspiration out into the world."
Peloton will still produce its bikes, rowers and treadmills for home and commercial use, but sees its economic future as being substantially in the consumer subscriptions market.
The company has doubled down on its ownership of Precor which was temporarily rebranded as Peloton Commercial, but which has reverted to using the Precor name. The company has confirmed it considered a sale of Precor, but is now working to build value in the business.
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