Missing Why

As someone who has only observed the Peleton phenomenon from the outside, I wasn't even aware that they had a problem with explaining to customer why they were unique and different compared to the competition. 

I assumed Peloton’s devoted fan following, especially as seen during the pandemic, reflects the brand’s genuine strengths in building a loyal, engaged community and delivering a compelling at-home fitness experience. Watching from the outside, I thought it was impressive given that their offering is hardly unique. Apparently this reality of pandemic popularity coexisted with, but does not contradict, the criticisms outlined in the Branding Strategy Insider article about Peloton’s brand management missteps.

Peloton’s strongest asset, its ability to foster “inclusive individuality” (the feeling of being both unique and part of a supportive community), is not well communicated to prospects, and remains a “best-kept secret.” Presumably, not in a good way. I used to hear folks chat about their Peletons a lot more during the pandemic than after. It made for an instant bonding moment between two people who had met on a work Zoom call for the first time. Folks like me who were in the out group were not entirely sure what the fuss was all about. 

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