Peloton App Tiers & Peloton Brand Relaunch both coming in May

This morning on Peloton’s FY Q3 2023 earnings call & earnings letter to shareholders, Peloton CEO Barry McCarthy revealed two big things will be taking place sometime in May 2023.

First, the Peloton App will be relaunched with tiered pricing. Second, Peloton will “relaunch our brand in order to better communicate the brand value proposition”

McCarthy has previously spoken in detail about tiers for the Peloton app – we summarized many of his previous statements in December. We have also previously shared rumors on what the Peloton app tiers might look like and include.

The announcement today was committing to a timeline – we now know that Peloton app tiered pricing will launch sometime this May.

The letter to investors said this:

“Later this month [w]e will re-introduce the Peloton App with a tiered membership structure as a mobile gateway to our amazing fitness content from strength and meditation to outdoor running. Our goal in relaunching the App is to engage new categories of customers, drive top-of-the-funnel awareness for Peloton, and become a meaningful contributor of revenue for our business.

In his question & answer with investors, he spoke a little more about the tiers, which aligns with our previous reporting on what people might expect with the new tiers. McCarthy stated that different app tiers will have different amounts of content, and different experiences available to you, depending on which price point you subscribe at.

He did clarify that the All-Access membership that hardware subscribers get would remain All-Access and get you access to all content – they aren’t expected to go a la carte with that. (Editor’s Note: We do realize that All-Access members can’t access rowing classes unless they own the rower, so that statement does have some caveats to it).

The other big announcement made today is that Peloton plans to “relaunch our brand” In the letter, McCarthy talked about how it was being done in order to help Peloton educate potential members about all that Peloton has to offer – which isn’t just cycling classes & hardware.

“Ten years ago we invented the connected fitness category with the introduction of the original Peloton Bike. Since then Peloton has become widely known as an at-home bike company for fitness enthusiasts. Our advertising reinforced that narrow positioning.


But that’s not how today’s Members experience Peloton because the users and the user experiences have evolved considerably since 2013, even if our brand marketing has not. In Q3, by way of example, 57% of all workouts were not cycling related. 62% of active Members participated in non-cycling activities – strength training, yoga, meditation and other modalities – and 38% of all workouts involved no Peloton hardware of any kind. We empower people on their fitness journeys – from beginners to enthusiasts – at home, outdoors, or at the gym, morning, noon, and night.


So what are we doing about that disconnect? Later this month we will relaunch our brand in order to better communicate the brand value proposition, and we will re-introduce the Peloton App with a tiered membership structure as a mobile gateway to our amazing fitness content from strength and meditation to outdoor running. Our goal in relaunching the App is to engage new categories of customers, drive top-of-the-funnel awareness for Peloton, and become a meaningful contributor of revenue for our business.


The brand relaunch and the re-introduction of our Peloton App are two of our most important growth initiatives. Historically, we have experienced a seasonal decline in subscriber growth in Q4 FY. We’re expecting a decline this year as well. Notwithstanding the relaunch, Q4 will be among our most challenging from a growth perspective.”

McCarthy expanded on this a little more again in the question & answer with investors. He shared that some of the new upcoming marketing campaign will be aimed at a slightly younger audience. This was being done both to increase Peloton’s TAM (total addressable market) as well as to be more inclusive.

Like he mentioned in the letter, McCarthy again stated that a decent percentage of Peloton members don’t use any hardware at all for their workouts & classes – yet Peloton hasn’t done a good job communicating that to prospective members. Peloton is looking to improve on that with some of the new marketing.

As part of the new marketing campaign, the new app (with new pricing tiers) will be receiving a lot of focus in new campaigns as well.

We’ll share more details on both the Peloton App tiers & Peloton Branch relaunch as more information becomes available sometime in May.


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Chris Lewis
Chris Lewis is the creator & founder of Pelo Buddy. He purchased his Peloton in 2018, and uses all the different devices: Peloton Bike, Tread, Row, and Guide. He has been involved in the fitness industry for more than a decade - previously co-founding the websites Mud Run Guide & Ninja Guide. You can find him on the leaderboard at #PeloBuddy.

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