Peloton is trying a new way to advertise their apparel – with a QR code at the end of select classes. At this time, the promotion only appears to be for Robin Arzon’s new collection.
In case you missed it, earlier this week Peloton launched their latest instructor apparel collection, the first full collection from Robin. The first installment was released on October 17, and the second drop is coming on November 7.
Robin has been sporting various apparel from her new collection since the day before the official launch. She spent some time during her classes this weekend advertising the new drop, including wearing some of the apparel for portions of class. In addition, members who took one of the classes live in studio were gifted one of the items from the collection.
To further promote the collection, Peloton is trying a new marketing technique: displaying a QR code at the end of Robin’s classes from the weekend.
Following the cooldown & sign off from the class, there is a QR code shown on the screen. Members can use their cell phones to scan the QR code, which will take them directly to the website to purchase items from the collection (affiliate link).
The message accompanying the QR code reads:
Just dropped: The Peloton x Robin Arzón Collection.
Shop the exclusive collection available now on Peloton Apparel.
This is not the first time Peloton has prompted members to purchase Peloton Apparel directly from a class. In 2022 Peloton launched a “Shop the Class” feature that included a pop-up during the cool down portion of certain classes. The pop-up stated: “Shop [instructor’s] look” and allowed members to send links to the specific apparel that instructor was wearing in the class to their email. The feature was first unveiled for cycling classes, and later made its way to the Tread. However, the feature is no longer regularly utilized on the Peloton platform, and Peloton appears to be exploring with the QR code approach instead.
Peloton has also previously experimented with apparel promos in the class pre-shows, and instructors will also occasionally call out the specific items they are wearing in class. In 2024 Peloton launched the “lululemon Look Cam” – which consisted of a short 30 second video clip showcasing (or advertising) lululemon apparel being shown before a Peloton class. However, this was only utilized for a small handful of classes.
It remains to be seen whether these new QR codes at the end of classes will be reserved for special apparel launches – such as instructor collections – or if they will appear more regularly moving forward.
What do you think of this new marketing tactic?
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