Peloton Debuts a Rebrand Focusing on App and Tiered Subscription Pricing

On Tuesday, Peloton launched a new marketing campaign that focuses on reaching people of all fitness levels, incomes and ages.

Peloton has faced many challenges in recent years including, a very controversial holiday ad, product recalls, slowed demand and more. According to CNBC, the company has yet to return to profitability, but is “ready to reintroduce itself to the world and shed the image the holiday ad seared into some minds” with the help of a new marketing chief.

The Pelton rebrand heavily focuses on the company’s app and the new tiered subscription pricing. “The content people will have access to varies by the level and, in some cases, legacy users will have less access come December when a grace period ends. Currently, people who pay $12.99 a month to use the Peloton app can do a bike class every day, but in December, they’ll only be able to do three per month,” per CNBC.

Peloton is also saying goodbye to its signature colors of red and black and incorporating new tones in branding materials. Peloton’s chief marketing officer and leader of the relaunch, Leslie Berland, told CNBC in an interview, “This company historically has been thought of as an in-home bike company for fitness enthusiasts but over the years, it has evolved into something that is much more bigger, much broader than that.”