Peloton amplifies fitness classes on TikTok to target Gen Z

Article Brief:

Peloton will develop custom content for TikTok as part of a new agreement with the popular social media app, according to a press release.  

The #TikTokFitness Powered by Peloton co-branded hub will showcase a variety of videos including live and pre-recorded class clips, original instructor series, and collaborations with creators and celebrities. The portal is rooted in Peloton’s new brand positioning of “Anyone. Anytime. Anywhere.” focusing on accessibility.

This marks the first instance of Peloton creating exclusive content for a social media partner beyond its own platforms. This strategic move aims to reach TikTok’s predominantly Gen Z audience and drive growth for Peloton.

Article Insight:

In a move to expand its presence beyond the realm of connected fitness equipment such as bikes and treadmills, Peloton has partnered with TikTok. While social media has played a crucial role in increasing brand awareness and boosting the popularity of its engaging instructors, Peloton has yet to pursue a content agreement of this nature. This unique collaboration will feature custom-made videos housed in a dedicated, co-branded hub on TikTok, rather than being exclusive to the official Peloton pages.

With over 1 billion active users, TikTok commands a vast audience, particularly among the highly sought-after Gen Z demographic. Through its addictive algorithm, the platform has gained viral success by delivering curated videos tailored to specific interests and hobbies. Peloton aims to tap into TikTok's strong sense of community with the #TikTokFitness hashtag, launching the initiative at the start of the new year, when many individuals begin their fitness journeys as part of their resolutions.

#TikTokFitness Powered by Peloton will offer classes that don't require the expensive equipment typically associated with the brand and will be accessible in the U.S., U.K., and Canada. The high cost of Peloton’s hardware and changes to its subscription strategy have been obstacles for new customers.

“We understand that the way people approach fitness is always evolving,” stated Oli Snoddy, vice president of consumer marketing at Peloton, in a press release. “Our team is eager to bring the Peloton experience to new audiences on TikTok and in innovative ways.”

In a bid to expand their presence on TikTok, other marketers have capitalized on the platform’s focus on specific interest groups. Unilever recently sponsored the #CleanTok hashtag, a highly popular topic on TikTok worldwide. Like Peloton, the consumer goods company's collaboration involved the development of a dedicated #CleanTok content hub to showcase curated videos and promote brands such as Sunlight, Dirt Is Good, and Comfort.

Peloton is ramping up its presence on TikTok while grappling with a decrease in demand for its at-home fitness products following the pandemic. Revenue dropped by 3% in the company's latest fiscal quarter, and executives are predicting a subdued holiday season. The company has also seen turnover in its marketing department, with CMO Leslie Berland departing for Verizon in December after less than a year in her role. She will be succeeded by former Intuit marketer Lauren Weinberg later this month.