Peloton’s engagement-first design philosophy

Fitness company Peloton relies on engagement to sustain its subscription backbone: its head of product management explains how it designs around its community of users.

Tech companies look for world domination. Unless your product is free to use, however, it’s difficult to dominate. When your product involves a large and expensive piece of hardware, the task is doubly tough. 

Peloton, which was founded in 2012 and released its first static bike a year later, is a shining example of an ecosystem brand. The bike itself is just part of the offer alongside the instructed classes, exploratory options, and even a mobile app for non-Peloton bike owners. This digital experience is an increasingly useful avenue: for £12.99, users can access Peloton workout content without a bike. ...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands