#178: Lessons Learnt From Peloton’s $360 Million Marketing Strategy

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In This Episode…

We’re taking a deep-dive into the marketing strategy behind fitness brand Peloton’s enormous growth story to see if there are any lessons that can be learnt from their rapid rise to success.

And, what we find is rather shocking.

Using the same marketing analysis framework we use for our clients’ digital marketing strategy, Tim assesses the performance of various key areas of Peloton’s own marketing plan to find out how they were able to achieve such rapid growth.

These areas include:

  1. Brand Awareness
  2. SEO & PPC
  3. Social Media
  4. Website Content

Who are Peloton?

If you haven’t heard of Peloton, where have you been hiding?

From their humble beginnings on Kickstarter to turning over $1 billion in revenue, the American fitness tech company has truly revolutionised the home fitness industry.

Touted by celebrities and adored by their customers, Peloton has gained a cult-like following. Offering their growing global customer base a high-cost exercise bike or treadmill and a mid-cost monthly subscription to their app fitness content, they have eliminated the need to head to the gym to get your exercise fix.

Predicting sales of $3.5 billion in 2021, it’s clear this business model is working for them.

Listen to the episode to find out more about Peloton and the way their business model operates.

Peloton’s Digital Marketing Strategy

So, how have they achieved this success?

We examine the strategies they have used to gain such a high level of brand awareness, including their hardcore push on traditional advertising.

We then go on to explore the digital marketing strategy they have implemented, looking at everything from their PPC and SEO, to their social media and website content.

This brings up some surprising results, and as it turns out, their digital marketing strategy is really not that great.

We discover what big sales and opportunities they are missing due to the gaping holes in their digital marketing strategy and the errors being made that could leave them open to some serious marketplace competition.

Lessons Learnt

This is something we do all the time. We review how our clients are optimising digital marketing to grow their business, and strategize on how they could improve what they are doing.

The lessons we can learn from Peloton’s flawed digital marketing approach can be applied to any business of any size.
Watch or listen to the video or podcast to gain insight into Peloton’s strategy and tell us if you were Peloton’s VP of Digital, what would YOU do?


00:00 — What’s in this video?
01:13 — What is Peloton?
03:04 — Business Model
05:57 — Brand Awareness
07:45 — Digital Marketing Strategy
21:03 — Lessons Learnt

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