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

WARC subscribers can sign in to keep reading

Not a subscriber?

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

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

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