Early bird
tickets
available now!
Get HCM digital magazine and ezines FREE
Sign up here ▸
Jobs   News   Features   Products   Magazine      Advertise  
NEWS
Peloton plans to reinvent itself as part of major rebrand
POSTED 27 May 2023 . BY Tom Walker
Peloton has announced a major change in direction Credit: Peloton
Peloton has announced a major rebrand and relaunched its app
The move is part of a strategy to broaden its remit from being known predominantly for its hardware
Peloton is introducing new membership tiers and has released a new content feature called Peloton Gym
The company said the rebrand marks the start of its "next chapter"
Peloton has announced a major rebrand as part of a 'realignment' of its services.

Announcing what it calls a 'next chapter', Peloton said the rebrand will see it broaden its remit from being known predominantly as a hardware company, to one focused on programming and offering fitness to "everyone, at any level, wherever they are".

At the heart of the changes are three new membership tiers and a new content feature called Peloton Gym.

Peloton Gym will be available across all membership options and – in a major shift – 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 the new 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 personalise for their specific needs at any time.

Peloton will now offer five distinct membership tiers, adding three new options to the existing "All Access Membership" (for hardware owners) and "Guide Membership" (for Peloton Guide owners).

The three new tiers have been designed to allow both fitness beginners and enthusiasts to work out with or without equipment, at home, outdoors or at their gym – independently or with instruction.

The trio of new tiers are Peloton App Free (at no cost to users), Peloton App One (US$12.99 per month or US$129 per year) and Peloton App+ (US$24 per month, US$240 per year).

The move is the next stage of a journey that started with the introduction of instructor-led workouts to accompany the Peloton Bike in the early days of the business before pivoting to gamification with Lanebreakin February 2022 and to strength workouts in April 2022.

Leslie Berland, Peloton's chief marketing officer, 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.

"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."

Peloton will still produce its bikes, rowers and treadmills for home and commercial use, but sees its economic future as being substantially in the consumer subscriptions market.

The company has doubled down on its ownership of Precor which was temporarily rebranded as Peloton Commercial, but which has reverted to using the Precor name. The company has confirmed it considered a sale of Precor, but is now working to build value in the business.

RELATED STORIES
  Peloton prepares Precor for sale, brings in turnaround specialist Dustin Grosz as interim CEO


Peloton has called a stop to its disastrous attempt to rebrand Precor as Peloton Commercial, announcing it will operate as Precor going forward and be constituted as a wholly-owned subsidiary of Peloton.
  Soul Cycle signs multi-year partnership with Class Pass


Soul Cycle has signed a multi-year partnership with Class Pass making sessions accessible via credits to all Class Pass users.
  FEATURE: Profile: Sohail Rashid


The founder of the Brawn app explains how this new tech will increase participation in powerlifting
  Two of Peloton’s co-founders resign in latest reshuffle


Two of Peloton’s co-founders, John Foley and Hisao Kushi, executive chair and chief legal officer respectively, have resigned.
MORE NEWS
All systems go for GoJoe app with Les Mills partnership, investment and campaigns
Employee wellness app GoJoe has teamed up with Les Mills for a major new content offering, giving access to hundreds of new workouts.
Gymbox partners with Raza Sana to transform lives through fitness
Gymbox has partnered with Haringey Council and not-for-profit organisation, Raza Sana, to give opportunities to those living in disadvantaged communities.
Sport for Confidence gets national recognition for pioneering work breaking down barriers to physical activity
Sport for Confidence CIC has received a national award for its pioneering work hardwiring occupational therapy driven services into community sport and leisure settings.
Mindbody adds bespoke insurance to its list of offerings
Mindbody, has launched a specialist insurance programme for its customers which is being delivered through its platform.
+ More news   
LATEST JOBS
Health and Fitness Instructor
Bolton Arena
Salary: £Competitive + pension + benefits
Job location: Bolton, Greater Manchester , United Kingdom
+ More jobs  

FEATURED SUPPLIERS

THFI’s new online coaching course partners with FITR: launch your business confidently post-completion
In today's rapidly evolving fitness industry, where many online courses promise secret formulas for entrepreneurial success, the reality is that few provide the necessary knowledge to thrive in this fast-changing profession. [more...]

Altrafit introduces custom functional fitness equipment at Third Space
Altrafit has taken further steps to cement its reputation as a provider of high-quality, affordable functional fitness equipment that is built to last with the development and introduction of a new functional fitness keg for luxury gym operator, Third Space. [more...]
+ More featured suppliers  
COMPANY PROFILES
Alliance Leisure

Alliance Leisure Services was specifically established to respond to the changing development need [more...]
Keiser UK LTD

For more than four decades, Keiser has influenced the training of athletes, fitness enthusiasts an [more...]
+ More profiles  
CATALOGUE GALLERY
 
+ More catalogues  

DIRECTORY
+ More directory  
DIARY

 

28-29 Jul 2024

Les Nouvelles Esthetiques Spa Conference 2024

Southern Sun Rosebank, Johannesburg, South Africa
03-05 Sep 2024

ASEAN Patio Pool Spa Expo

IMPACT Exhibition Center, Bangkok, Thailand
+ More diary  
 
ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
LEISURE MEDIA HANDBOOKS
LEISURE MEDIA WEBSITES
LEISURE MEDIA PRODUCT SEARCH
 
HCM
LEISURE OPPORTUNITIES
HEALTH CLUB HANDBOOK
PRINT SUBSCRIPTIONS
FREE DIGITAL SUBSCRIPTIONS
ADVERTISE . CONTACT US

Leisure Media
Tel: +44 (0)1462 431385

©Cybertrek 2024
Get HCM digital magazine and ezines FREE
Sign up here ▸
Jobs    News   Products   Magazine
NEWS
Peloton plans to reinvent itself as part of major rebrand
POSTED 27 May 2023 . BY Tom Walker
Peloton has announced a major change in direction Credit: Peloton
Peloton has announced a major rebrand and relaunched its app
The move is part of a strategy to broaden its remit from being known predominantly for its hardware
Peloton is introducing new membership tiers and has released a new content feature called Peloton Gym
The company said the rebrand marks the start of its "next chapter"
Peloton has announced a major rebrand as part of a 'realignment' of its services.

Announcing what it calls a 'next chapter', Peloton said the rebrand will see it broaden its remit from being known predominantly as a hardware company, to one focused on programming and offering fitness to "everyone, at any level, wherever they are".

At the heart of the changes are three new membership tiers and a new content feature called Peloton Gym.

Peloton Gym will be available across all membership options and – in a major shift – 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 the new 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 personalise for their specific needs at any time.

Peloton will now offer five distinct membership tiers, adding three new options to the existing "All Access Membership" (for hardware owners) and "Guide Membership" (for Peloton Guide owners).

The three new tiers have been designed to allow both fitness beginners and enthusiasts to work out with or without equipment, at home, outdoors or at their gym – independently or with instruction.

The trio of new tiers are Peloton App Free (at no cost to users), Peloton App One (US$12.99 per month or US$129 per year) and Peloton App+ (US$24 per month, US$240 per year).

The move is the next stage of a journey that started with the introduction of instructor-led workouts to accompany the Peloton Bike in the early days of the business before pivoting to gamification with Lanebreakin February 2022 and to strength workouts in April 2022.

Leslie Berland, Peloton's chief marketing officer, 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.

"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."

Peloton will still produce its bikes, rowers and treadmills for home and commercial use, but sees its economic future as being substantially in the consumer subscriptions market.

The company has doubled down on its ownership of Precor which was temporarily rebranded as Peloton Commercial, but which has reverted to using the Precor name. The company has confirmed it considered a sale of Precor, but is now working to build value in the business.

RELATED STORIES
Peloton prepares Precor for sale, brings in turnaround specialist Dustin Grosz as interim CEO


Peloton has called a stop to its disastrous attempt to rebrand Precor as Peloton Commercial, announcing it will operate as Precor going forward and be constituted as a wholly-owned subsidiary of Peloton.
Soul Cycle signs multi-year partnership with Class Pass


Soul Cycle has signed a multi-year partnership with Class Pass making sessions accessible via credits to all Class Pass users.
FEATURE: Profile: Sohail Rashid


The founder of the Brawn app explains how this new tech will increase participation in powerlifting
Two of Peloton’s co-founders resign in latest reshuffle


Two of Peloton’s co-founders, John Foley and Hisao Kushi, executive chair and chief legal officer respectively, have resigned.
MORE NEWS
All systems go for GoJoe app with Les Mills partnership, investment and campaigns
Employee wellness app GoJoe has teamed up with Les Mills for a major new content offering, giving access to hundreds of new workouts.
Gymbox partners with Raza Sana to transform lives through fitness
Gymbox has partnered with Haringey Council and not-for-profit organisation, Raza Sana, to give opportunities to those living in disadvantaged communities.
Sport for Confidence gets national recognition for pioneering work breaking down barriers to physical activity
Sport for Confidence CIC has received a national award for its pioneering work hardwiring occupational therapy driven services into community sport and leisure settings.
Mindbody adds bespoke insurance to its list of offerings
Mindbody, has launched a specialist insurance programme for its customers which is being delivered through its platform.
LifeFit Group is rolling out Club Pilates across Germany, ahead of Austria and the Netherlands
After introducing Xponential’s reformer Pilates concept, Club Pilates, to Germany last year, LifeFit Group reports that it's accelerating the rollout of the brand, as master franchisor for Germany, Austria and the Netherlands.
Rugby legend Jonny Wilkinson joins the speaker lineup at the HCM Summit to share insights into his journey to health and wellbeing
Rugby legend, Jonny Wilkinson has been announced as a keynote speaker for the HCM Summit on 24 October in London.
+ More news   
 
FEATURED SUPPLIERS

THFI’s new online coaching course partners with FITR: launch your business confidently post-completion
In today's rapidly evolving fitness industry, where many online courses promise secret formulas for entrepreneurial success, the reality is that few provide the necessary knowledge to thrive in this fast-changing profession. [more...]

Altrafit introduces custom functional fitness equipment at Third Space
Altrafit has taken further steps to cement its reputation as a provider of high-quality, affordable functional fitness equipment that is built to last with the development and introduction of a new functional fitness keg for luxury gym operator, Third Space. [more...]
+ More featured suppliers  
COMPANY PROFILES
Alliance Leisure

Alliance Leisure Services was specifically established to respond to the changing development need [more...]
+ More profiles  
CATALOGUE GALLERY
+ More catalogues  

DIRECTORY
+ More directory  
DIARY

 

28-29 Jul 2024

Les Nouvelles Esthetiques Spa Conference 2024

Southern Sun Rosebank, Johannesburg, South Africa
03-05 Sep 2024

ASEAN Patio Pool Spa Expo

IMPACT Exhibition Center, Bangkok, Thailand
+ More diary  
 


ADVERTISE . CONTACT US

Leisure Media
Tel: +44 (0)1462 431385

©Cybertrek 2024

ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
LEISURE MEDIA HANDBOOKS
LEISURE MEDIA WEBSITES
LEISURE MEDIA PRODUCT SEARCH
PRINT SUBSCRIPTIONS
FREE DIGITAL SUBSCRIPTIONS