Peloton has kicked off a new marketing campaign titled “Find Your Push. Find Your Power,” a multi-phase initiative aimed at reaching new audiences, notably millennial men.
The campaign, which marks an evolution in Peloton’s strategy, was unveiled via a press release and features NFL stars and brothers T.J. Watt and J.J. Watt as official ambassadors.
According to the press release, Peloton’s campaign aims to grow the brand’s user base by appealing to diverse groups outside its historically strong core demographic. While Peloton has traditionally attracted a following among women and experienced fitness enthusiasts, this latest effort strives to broaden its appeal, particularly with millennial men. Peloton stated that “Today, two-thirds of Peloton Members are women, which provides an opportunity for the company to attract more men to the platform by using targeted messaging that resonates with their fitness needs.”
According to the press release:
“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. “Enter T.J. and J.J. Watt, Peloton Members who already compete against each other on the Peloton Leaderboard. Partnering with them is an organic way to counter these misperceptions by showcasing that we have challenging workout options that are hard enough, even for elite athletes.”
Peloton has previously collaborated with the Watt brothers and teased further involvement. Last month they announced the #OutWatt challenge, which encouraged members to beat the Watt brothers’ extremely high outputs in a 20 minute cycling class.
Now, the Watt brothers are taking center stage in Peloton’s latest marketing campaign. Peloton has updated the Watt brothers landing page with new content from the new initiative, highlighting their favorite Peloton workouts; emphasizing programs designed to build muscle, improve endurance; and the ability to track progress through in-class metrics. The page showcases various workout options across running, cycling, and strength, encouraging users to push their limits with expert-led classes that cater to both beginners and advanced users. The page invites people to test their abilities alongside the Watt brothers’ high-energy approach.
“Find Your Push. Find Your Power” underscores Peloton’s effort to help users tap into their unique potential, positioning the Peloton platform as a transformative force that can adapt to different fitness goals, skill levels, and preferences. This multi-phase approach includes TV spots, digital content, and social media marketing.
The title of the new campaign also ties into Peloton’s recent homepage customization, which presents site visitors with six different fitness goals to choose from. In fact, some of the new links on the Watts landing page redirect to the specific goal webpages.
Peloton also released a new video as part of the campaign. The spot shows J.J. and T.J. competing against one another in various Peloton fitness modalities, and the description reads:
“Sometimes the best motivation is winning against the ones you love.
See how the Watt Brothers, JJ and TJ, train with Peloton.”
The video will air in North America on television, digital, social media, and over-the-top streaming services. There are multiple versions of the spot: 30, 15, and 6 seconds in length.
This campaign is Peloton’s first with Special London, led by Chief Creative Officer David Day. Day explains that the campaign taps into sibling rivalry—something universally relatable—embodied perfectly by NFL stars T.J. and J.J. Watt. Their competitive nature and humor capture the essence of Peloton’s drive to motivate, making workouts engaging and inspiring people to keep coming back.
Peloton’s “Find Your Push. Find Your Power” campaign marks a strategic shift, specifically targeting millennial men by showcasing the platform’s appeal for strength-building, resilience, and motivation. With influential athletes like the Watt brothers at the forefront, the campaign offers tailored content that speaks directly to a younger, performance-focused demographic.
You can read the full details behind Peloton’s newest marketing campaign – “Find your push. Find your power” – via the press release, and watch the new video via YouTube.
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