Peloton Releases 2023 New Year’s Commercial: “It’s Not What You Think”

Peloton has released a new commercial for the 2023 New Year’s holiday. The 30 second spot is called “It’s Not What You Think,” and Peloton first announced the new ad on Instagram:

That’s 9️⃣2️⃣%, people. This one goes out to all those who 𝘵𝘩𝘪𝘯𝘬 they know Peloton.

You can watch the complete commercial via Peloton’s YouTube page, or embedded below:

The ad focuses on a key statistic: 92%. According to Peloton, “92% of households that kick off the year with Peloton are still active a year later.” In other words – 92% of people who begin the year working out with Peloton stick with it throughout the year. That is an extremely high retention rate.

The commercial shows two members in their homes on the Bike and the Tread, taking classes with instructors Ally Love and Olivia Amato. The ad calls out a couple of common preconceived notions about Peloton – such as your Bike will end up being used as a coat rack, or it’s just a “fad” and an “elitist fitness cult.” The members are transported to other locations during their classes: the member on the bike is shown in Peloton Studios celebrating her 50th ride milestone; and the member on the Tread is shown on an outdoor run in a beautiful location.

Peloton Commercial: "It's Not What You Think."
Peloton Commercial: “It’s Not What You Think.”

While Olivia is telling the group of runners they can do this, a voiceover states “You’ll give up eventually.” Olivia replies, “Seriously? 92%!”

Peloton Commercial: "It's Not What You Think."
Peloton Commercial: “It’s Not What You Think.”

The ad closes out by saying “92% stick with it. So can you.”

Peloton Commercial: "It's Not What You Think."
Peloton Commercial: “It’s Not What You Think.”

The commercial is now airing on television in the United States just in time for the 2023 New Year’s holiday, when many people are focused on fitness and trying to live a healthier lifestyle.

Peloton is also running a New Year’s holiday sale on Bike, Bike+, Tread, Guide, and Row packages. Through January 8 customers can receive up to $500 off of Bike, Bike+, and Tread packages, and up to $250 off of Guide and Row packages. You can read more about the latest sale in our overview article.

What do you think of Peloton’s newest commercial?

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Katie Weicher
Katie Weicher is a writer for Pelo Buddy. She purchased her Peloton Bike in 2016 and has been riding, strength training, and yoga flowing ever since. You can find her on the leaderboard at #kweich.


  • Chip says:

    Having worked in the fitness industry for several.decades, I would bet almost every dime I have that this 92% stat is B.S. They are probably using some twisted garbage definition of “active” to get that number, but what they are really doing is lying to everyone.

  • Goose says:

    I 100% agree with Chip and this clear lie makes me 100% less likely to buy a Peleton.

  • Dave brown says:

    It’s another lie

  • Susan w says:

    I also call bs on the 92% claim (so outrageous it led me to Google it) and feel like if someone starts out strong and gets on it around the one year mark, they are counting it as still active. But what I thought almost as interesting is how they called themselves out for being elisist

  • Esulliv says:

    As a marketing manager, I’m sure that 92% stat is garbage. Not sure how Peloton can claim it, but I hope they have the stats to back it up. I foresee a class action suit. But I did see their stock price fell by 92% last year, so maybe they’re just trying to milk a little more cash before a planned bankruptcy.

  • Steph says:

    Bought my peloton May 2021 – still going strong and down -34 lbs. Anyone I know who was using the app, still uses it to some degree. They must have stats or why would they risk a lawsuit? So I’m going to say true but perhaps hiding what exactly that 92% represents. “Active users” could mean still paying for the app or doing one workout a year… who knows.

  • Michelle says:

    I totally get the 92%. May not be daily per se as when they first started, but everyone I know who got on still uses it at minimum monthly, but more like weekly to bi-weekly. There’s just so much to do. Heck, even my office suite mates do standing core with me when I call it out during our office fitness challenges.

  • Alan says:

    Exactly. Original contract requires you to auto-bill / auto-pay monthly, even if you don’t use it. So still paying a year later translates to an active “user” (92%), but not necessarily an active participant… The other 8% get turned into collection for non payment or go through the hassle of cancellation; and they don’t make it easy.

  • ORK says:

    For me it’s 100%! I bought my bike February 2021. I’m on it daily, more than once! The app is terrific! I use it while on dog walks, yoga at the gym, strength classes in my living room, elliptical at the gym. So versatile! Peloton is the best! Their clothing line is heaven too❤️‍🔥🔵🔵🔵🔵🔵

  • Neil says:

    First off, why is the article titled like this? I thought there was some investigation of the ad and this was an explanation to the claim. Then it just turned into a peleton ad??? I agree with the Alan. Definitely based on an auto pay subscription. Such bullshit. And I also agree opting out is probably a pain in the ass. Can’t stand these subscription workout companies. All blood suckers

  • Amber D Root says:

    My initial thought was it’s probably that 92 percent didn’t return it and have kept it, doesn’t mean they’re using it or we’d probably be seeing a huge decrease in obesity right? Lol. Nope I’m gonna call bs…

  • Rene says:

    Naaa.. I was a certified trainer for 12 years. We saw huge numbers of people sign up for classes every New Year’s, and two weeks into the new year numbers dropped off drastically. Just because people don’t return their equipment doesn’t mean they’re still using it. Just a marketing ploy for the companies

  • Creative Accounting says:

    Could it be, they financed the bike over several years, still paying for it, well, of course you will be still with it, at the being of the year, paying it off? I don’t know, we need to see that data sample those statistics where created from.

    I would doubt you would stop a subscription on something you have not paid off?

    What about sold used bikes? After paying off? Is that data pool just current owners, seems to imply so? So, don’t you lose the people who have dropped up, by selling? Picking up used bikes again, as owned, based on subscription?

    I just don’t get these bikes. You really need a leader board trying to keep up with an 18 year old?

    Yelling at you, join the Marines for that.

    What are your sold new numbers over the last say 4 years of bikes sold, vs subscriptions?

    This would give you a more clear answer of use, what is going on here.

    That number of original buyers not using as a coat rack, could be simply because they sold it, you pick up the new owners as subscriptions and included those in that 92 percent?

  • Mark E says:

    I’m not a Peleton subscriber but when I saw the ads it spelled BS. Knowing that customers pay off the bike over a number of years it’s obvious that Peleton have taken that someone is still paying for the bike so they are “active”. If you are paying it off I bet few are cancelling their subscriptions so Peleton are stretching the truth on the 92% claim to mislead the public. Buy your own bike and download your own exercise routines at a fraction of the price!

  • William says:

    92% is impossible with the statistics of new years resolutions being only 9% successful. For this to be true Peloton would have to have an extremely low customer base.

  • Robert says:

    All is not as it appears. Read the fine print in the ad. Fudging the numbers.

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