Former Peloton instructor Jennifer Jacobs is joining the strength training app Ladder, and the brand is going all-in with a new campaign that directly targets Peloton and its members.
Update – Alex Toussaint responded to this new marketing campaign in a recent class.
The story began earlier this week when Jacobs posted a teaser video to her Instagram. The video, which showed what appeared to be a Peloton Bike (though with no visible branding) in the background and included nostalgic overtones, seemed to imply that she would return to Peloton in July. This created a lot of conversation amongst members.
However, just a few hours later, Peloton issued a statement clarifying that Jacobs was not returning to the platform.
The next day, Jacobs and Ladder posted the full version of the teaser. The twist: Jacobs is joining Ladder as a coach – where she worked for a time after departing Peloton in 2019. Jennifer Jacobs is now the face of a major new marketing push for Ladder. The video revealed Ladder’s message loud and clear: “Ditch the Bike.”
Ladder’s new campaign goes all-in against Peloton. They have launched a new “Ditch the Bike” website that allows current Peloton members to receive a 3 month subscription to Ladder completely free.
In addition, Ladder is all over social media with fiery videos to go along with the campaign, all featuring Jennifer Jacobs.
The first shows Jacobs trying to record an announcement but she is interrupted by a fitness instructor wearing a Peloton shirt – with the logo blurred out. The instructor comes off as a bit dense and unserious.
The second shows Jacobs directly outside Peloton Studios New York (PSNY) discussing the “Ditch the Bike” offer, complete with numerous trucks parked directly outside the studios advertising the campaign.
In her own social media, Jennifer Jacobs addressed her new job and recent marketing videos, saying that they weren’t shade, but strategy. She said:
This next chapter is about STRENGTH.
Clarity. Creativity. And yeah – we’re keeping it fun too.
Sometimes bold moves and a little playful edge are exactly what it takes to cut through the noise.
It’s not shade – it’s strategy.
Just smart brand play to spark real conversation.
Thanks to everyone who’s been part of the ride so far.
We’re just getting started.
This is certainly not the first time Ladder has taken aim at Peloton. When Peloton released the Strength+ app in 2024, Ladder called out the app as being “inspired” by them. They were quick to respond with a campaign titled “Flattered,” featuring side-by-side comparisons of the two platforms and a tagline that read, “We’re flattered, Peloton.” They also released tongue-in-cheek “Mac vs. PC”-style videos parodying the launch of Peloton’s Strength+ app.
Ladder is also not the first competitor to directly communicate promotional offers to current Peloton members. Other companies have done the same, including SoulCycle in 2022 and Echelon in 2023.
What do you think of Ladder’s latest marketing campaign?
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