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The Ask
Dubbed by US media as ‘the Netflix of fitness,’ Peloton created an entirely new category of fitness by bringing live and on-demand boutique studio classes to the convenience and comfort of the home environment. Our challenge? Introduce not only the billion-dollar global technology company and fitness disruptor to the Canadian market but also the connected fitness category with a goal to build a cult-like following.
The Approach
For the brand’s official Canadian launch we commissioned a national survey to learn about the exercise habits and trends among Canadians and created the Peloton Pad – a luxury home experience for media, influencers, and notable VIPs to show them firsthand, the Peloton lifestyle. By day, we offered private personalized workouts on the Peloton Bike in a home setting followed by post-workout bites to fuel guests and, by night, we kicked off with a VIP Launch Party which was the talk of the town. To coincide with all the media buzz and insta-envy of Peloton Pad, we opened Peloton’s first pop up Canadian retail showroom in the heart of the luxury-filled shopping neighbourhood of Yorkville on Bloor St., which featured four private home vignettes for consumers to experience the ‘future of fitness’. All these activities were anchored by a robust media relations and influencer strategy (VIP Loaner Program) which tasked us with putting the bikes in the homes of the country’s top elite VIPs, key opinion leaders, and influencers. Our integrated strategy continued post-launch with an integrated media partnership featuring quality segments on Canada’s gold standard lifestyle shows, The Social & eTalk.
The Impact
Peloton’s Canadian launch shattered all expectations, garnering a total of 364M traditional media impressions in 2019 (over 300 stories) and saw the bike placed in the 75 homes of the country’s elite from athletes such as NBA players such as Kyle Lowry to NHL and TFC players such as Gregory Van Der Wiel, International Model Rose Bertram, award-winning director, Director X, notable c-suite executives and business leaders, high-profile musical artists/music industry elite, the entire Bell Media network of television and radio personalities, among media, traditional influencers, and top tastemakers.
The Pomp
Dubbed by US media as ‘the Netflix of fitness,’ Peloton created an entirely new category of fitness by bringing live and on-demand boutique studio classes to the convenience and comfort of the home environment. Our challenge? Introduce not only the billion-dollar global technology company and fitness disruptor to the Canadian market but also the connected fitness category with a goal to build a cult-like following.
