Peloton’s Brand Relaunch is here, along with Peloton App Tiers, a new Peloton Gym feature, and rowing classes in the app

Peloton has unveiled several big changes today. These include a brand relaunch, new pricing tiers for the Peloton App (plus rowing classes are now available in the Peloton app), and a new “Peloton Gym” feature.

First up is the Peloton Brand relaunch. CEO Barry McCarthy teased that this was coming during the earnings call earlier this month. This relaunch sees Peloton positioning themselves now as “For Anyone, Anywhere”. Previously, Peloton has mainly focused on being the leader of hardware and workouts “at home”. Now, Peloton is marketing towards being a solution for working out wherever you are – whether it’s outdoors, or in your home. The press release mentions specifically a goal is to change the “perception” of Peloton:

Today, Peloton (NASDAQ: PTON) announced the start of the company’s next chapter as it repositions from the perception of an in-home bike company to reflect everything Peloton has to offer to everyone, at any level, wherever they are. With Peloton’s amazing content on its award-winning hardware and App, today’s relaunch ignites a vibrant new brand identity and campaign; introduces new Membership tiers; and releases a new content feature, Peloton Gym. With today’s relaunch, Peloton is declaring itself open and available for everyone to experience its expert Instructors and world-class content, even for free.

We recently had the opportunity to speak with Peloton’s Chief Marketing Officer Leslie Berland and get an overview of the new refreshed Peloton branding. The quote she provided in the press release echos comments she made to us in our conversation – that this rebranding is attempting to share the magic that Peloton members feel with the rest of the world. In the press release, she said:

“With this brand relaunch we’re reflecting the vibrancy and fullness of everything Peloton has to offer to everyone. We’re shifting perceptions from in-home to everywhere, fitness enthusiasts to people at all levels, exclusivity to inclusivity across all Peloton Members present and future,” said Leslie Berland, Peloton’s Chief Marketing Officer. “Our Instructors and Members live and breathe the true Peloton experience every day. We’re excited to bring that energy and inspiration out into the world.”

The brand relaunch comes with new advertising campaigns, visuals, and much more. One example is this new 90 second advertisement:

This video is distinctly different than most other commercials Peloton has done in the past. While Peloton hardware is still in the commercial, the focus is on members taking the Peloton classes through the app, both in their homes or out and about in various locations.

Peloton is also launching a new social media campaign which coordinates with the brand relaunch. For example, on Peloton’s Instagram account, you can now see the most recent posts are all portrait photos of different Peloton members, which each post showing that member before and after their workout.

Peloton had this to say about the new marketing direction:

Dynamic. Vibrant. Boundless. Authentic. Peloton’s new campaign brings forward the company’s fitness offerings for all ages, levels, and walks of life. The new brand identity features a bold color palette that evokes the energy of a great workout and the afterglow that follows. It includes powerful still imagery of actual Members showcasing that before-and-after emotion.

In the full press release, which you can read at the bottom of the article, Peloton shares some of the various creative teams they’ve been working with on this project.

One interesting note that Peloton specifically points out in their press release is that recently, more than 50% of all workouts taken on Peloton were not cycling classes – and that strength classes are the most popular class type on the Peloton app. They frame all the changes today as a “strategic evolution” to match the behavior they are seeing from the members. With that, Peloton is officially launching new tiers for the Peloton app.

There will be three tiers available: Peloton App Free, Peloton App One, and Peloton App+. In addition to the new tiers, rowing classes are now available through the Peloton App as well, starting today.

The new Peloton App One tier, which costs $12.99 USD / month or $129/year is designed for those who want to take the class types that don’t require Peloton hardware (or 3rd party alternatives). You get almost unlimited other class types, but can only take 3 classes a month for cycling, indoor running, and rowing. (We say almost unlimited because Peloton is now considering some content “latest speciality content”, which is only available on Peloton App+).

App+ is for those who wish to take classes that one could take on Peloton Hardware, or those who want to take every class the minute it comes out, and costs $24 USD / month or $240/year. You get unlimited classes of any type – plus first access to what Peloton is calling “specialty content”.

We have a separate article that goes into much more detail about the tiers, if current members will be grandfathered in at their current rates, what is allowed in each tier, what that “specialty content” is, and more. You can read all the details about new Peloton app tiers here.

In addition to the new app tiers, Peloton is adding a brand new feature to the Peloton App, calling it “Peloton Gym”. These are structured strength workouts, designed to be taken at whatever pace you want. There is a defined class plan – however, unlike all other Peloton classes, there are no Peloton coaches working out alongside you, or a curated soundtrack.

We’ve had the chance to try out Peloton Gym a bit, and have provided a detailed overview and first look at the feature here.

Today’s news sees Peloton trying to position itself is being the right fit for a lot more people. Peloton CEO Barry McCarthy has said previously he still has the same goal as former CEO John Foley as getting Peloton to have 100 million members (for context, Peloton currently has around 7 million members).

To reach that 100 million user goal, Peloton will need to see massive growth in their app subscriber base – and today seems like Peloton’s first steps under the new Peloton leadership to try to start moving in that direction.

Peloton’s full press release with today’s news is below:

Today, Peloton (NASDAQ: PTON) announced the start of the company’s next chapter as it repositions from the perception of an in-home bike company to reflect everything Peloton has to offer to everyone, at any level, wherever they are. With Peloton’s amazing content on its award-winning hardware and App, today’s relaunch ignites a vibrant new brand identity and campaign; introduces new Membership tiers; and releases a new content feature, Peloton Gym. With today’s relaunch, Peloton is declaring itself open and available for everyone to experience its expert Instructors and world-class content, even for free.


“With this brand relaunch we’re reflecting the vibrancy and fullness of everything Peloton has to offer to everyone. We’re shifting perceptions from in-home to everywhere, fitness enthusiasts to people at all levels, exclusivity to inclusivity across all Peloton Members present and future,” said Leslie Berland, Peloton’s Chief Marketing Officer. “Our Instructors and Members live and breathe the true Peloton experience every day. We’re excited to bring that energy and inspiration out into the world.”


New Brand Identity and Creative Campaign
Dynamic. Vibrant. Boundless. Authentic. Peloton’s new campaign brings forward the company’s fitness offerings for all ages, levels, and walks of life. The new brand identity features a bold color palette that evokes the energy of a great workout and the afterglow that follows. It includes powerful still imagery of actual Members showcasing that before-and-after emotion. Peloton drove the brand strategy, partnering with both Mother Design and Uncommon Creative Studio on the new brand expression. Stink Studios was appointed for global creative, collaborating with Peloton’s own internal creative studio, and Stink Films director ®Jones. The new brand identity launches globally along with a new creative campaign in the US and Canada. Local market creative campaigns will roll out later this year.


More Than a Bike Company
Based on Peloton’s data from its most recent financial quarter, more than half of all workouts were not cycling related. Today’s strategic evolution is about mirroring the usage and experience of its Members who engage with the company’s 16 fitness modalities from Yoga and Meditation to Walking and Strength – the most popular form of fitness for Peloton’s digital subscribers. To broaden access to its diverse fitness content for all, the Peloton App will offer, for the first time, the most expansive collection of free classes since it first launched in June 2018.


Peloton App Membership Tiering Means Increased Access and Choice
Peloton will now offer five distinct Membership tiers, inclusive of today’s three newly launched App Membership Tiers, as well as the existing All Access Membership (for hardware owners) and Guide Membership (for Guide owners). The new App tiers allow beginners and enthusiasts alike to workout with or without equipment – at home, outdoors or at their gym – independently or with instruction. In addition, for the first time, Peloton Row content will be available on the App. Across all App tiers, Peloton Members will have access to expert instruction; the ability to track workouts with the Just Work Out feature; and the fitness industry’s leading music library. The new App tiers allow users to personalize their Peloton experience to suit their daily fitness needs – which, for many, vary on a daily basis:

  • Peloton App Free – Designed to supplement a user’s current workout routine or as a taste-test of all Peloton has to offer for a newbie. This tier currently provides more than 50 classes curated across 12 of Peloton’s modalities to enable the user to pair workouts to meet their individual interests, even as those goals change over time. It will also include a rotating set of featured classes that will be refreshed on an ongoing basis. (Free. Zippo. Zilch. Nothing.)

  • Peloton App One – Designed for the Member who wants unlimited access to thousands of classes across 9 of Peloton’s 16 modalities, including Strength, Meditation, Outdoor Walking, Yoga, and more as well as all the classes included in the free tier. App One Members can also take up to three hardware-based classes per month (Cycling/Tread/Row). New on-demand and live classes will be offered almost daily as well as access to Peloton’s Challenges, Programs, and Collections. ($12.99 per month, $129 per year)

  • Peloton App+ – Designed for the user who wants frictionless, unlimited access to Peloton’s vast library (not including Lanebreak or Scenic classes). This tier includes all of App One’s offerings and unlocks access to thousands of equipment-based cardio classes to take on any indoor bike, treadmill, or rower. This tier also offers exclusive access to classes, featuring the latest specialty content. ($24 per month, $240 per year)

Price changes for existing digital-only members will go into effect on Tuesday, December 5, 2023. For more information please visit our Membership page at: onepeloton.com/membership.


New Content Feature: Peloton Gym Builds on Peloton’s Strength Offer
With the launch of Peloton Gym, available across all membership tiers, Peloton gives Members what they need to meet their strength goals anywhere they want to work out. This marks the brand’s first offering in which workouts are written-out, demoed in a supporting video, and designed to be done at the user’s own pace. With this new content feature, Peloton Instructors offer Members a series of floor-based routines, allowing them to time their workout and choose between different strength class types so they can personalize for their specific needs at any time. Much like all App features, Peloton Gym will leverage unparalleled Instructor expertise and Member feedback to develop and add functionality to enrich the Strength modality experience over time.


Beginning today, the new branding, Peloton App membership tiers, and Peloton Gym feature will roll out in all of Peloton’s five, global markets.


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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.

4 Comments

  • Scott says:

    Love the new advert. Love that it highlights the multiple disciplines available and is open to all. Exciting times!

  • Roy Glass says:

    Will I now be able to view pre-run and post-run stretch classes on my Bike+? If not, why not???

  • amy says:

    Doubling people’s cost and/or drastically cutting their services is a good way to bomb your company. They are going to absolutely shed subscribers. They should allow people to be grandfathered in as they are now and only charge $24/mo if they want access to multiple equipment classes. I’m a bike user with my partner on my account — to access the same services we’ll go from paying $12.99 a month to $50. Insane.

    Unfortunately this is not just a Peloton trend — same thing with Evernote and other app companies. Seems it’s okay to DOUBLE prices on longterm subscribers.

  • Steve says:

    I’m a 65 year old Peloton App user. I have been using the app for 3+ years now. I use it several times a week. I only use it for on demand spin classes. None of the other classes interest me. Since I am retired and on a budget, I will not be able to afford the doubling of the app cost for spin users. I will be forced to cancel my membership. I am very sad about this.

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