Peloton Targets Millennial Men in Latest Campaign
Krissy Vann | Host, All Things Fitness and Wellness
Peloton recently launched its latest multi-phase creative campaign, “Find Your Push. Find Your Power,” as part of its strategy to attract a new demographic—millennial males. The campaign marks a shift in Peloton’s marketing approach as the company seeks to balance its predominantly female user base by appealing to men with content that resonates with their fitness motivations.
To connect with this audience, Peloton partnered with NFL stars T.J. and J.J. Watt, leveraging their friendly sibling rivalry to showcase the platform’s challenging workout offerings. “Our brand research has shown that more than 70 percent of millennial males engage with running, but many in that same audience set are either not aware of our Tread and running offerings or are unsure if we'll deliver a challenging enough fitness experience for them,” said Lauren Weinberg, Peloton Chief Marketing Officer.
The campaign features the Watt brothers engaging in various workouts, from running on the Peloton Tread and cycling on the Bike+ to strength training and yoga using the Peloton App. By highlighting the brothers’ competitive nature, Peloton aims to demonstrate that its offerings can meet the fitness demands of even elite athletes.
Produced in collaboration with creative agency Special London, the campaign includes 30-second, 15-second, and 6-second spots airing across television, digital, social media, and streaming platforms in North America. The first phase focuses on reaching millennial men with content tailored to their fitness interests.
Peloton’s efforts to target a more diverse membership base are part of its ongoing strategy to expand its reach and drive demand among new audiences. By showcasing high-intensity workouts that appeal to male fitness enthusiasts, the company is positioning itself to attract a broader range of members as it looks toward 2025.
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Credit: J.J. Watt on the Peloton Bike+