How Its Community Keeps Peloton Pedaling To Success adweek.com - get the latest breaking news, showbiz & celebrity photos, sport news & rumours, viral videos and top stories from adweek.com Daily Mail and Mail on Sunday newspapers.
Inside the Peloverse
The internet of Peloton is more than a fandom: It’s a core part of the company’s corporate identity, a lifeline for thousands of riders, and, increasingly, the secret sauce that separates the fitness brand from its competitors. Photo collage by Yousra Attia
The internet of Peloton is vast, but easy to miss if you’re not looking for it. God knows I white-knuckled alone through many a sprint before discovering the Facebook group that first sucked me in.
Like thousands of other riders, I’d bought my $1900 bike at the height of the pandemic, with hopes of arresting my quarantine slide into sloth. But in the bike, I also found an unexpected ticket into a weird virtual universe one where optimistic, attractive, aspirational people punctuate their every sentence with exclamation points and build elaborate, hand-lettered shrines to Peloton in the basements and rec rooms of their sun-drenched suburban houses.