The message behind Peloton’s new retail strategy

Peloton’s global comms SVP Ben Boyd shares how the company is breaking away from its traditional direct-to-consumer marketing approach.

(Photo credit: Peloton)

NEW YORK: Peloton Interactive is letting consumers know about its plans to double down on the member experience through a revitalized retail strategy. 

In August, Peloton began selling products, accessories and apparel on Amazon. The move marked a transition from Peloton’s long-standing formula: direct-to-consumer merchandising through its e-commerce platforms and stores. 

Ben Boyd, Peloton’s SVP of global communications, said the retail shift reflects recently appointed Peloton CEO Barry McCarthy’s vision for the company. 

“[McCarthy] has brought in a real sense of urgency, a belief in ‘test and learn’ and a mantra of taking risks,” Boyd said, adding that Peloton plans to significantly shrink its retail footprint. 

Last week, the connected fitness platform inked a deal to sell its products in Dick’s Sporting Goods stores, making Dick’s the first store to carry Peloton equipment outside of namesake locations. 

Boyd said the recent changes demonstrate to consumers that Peloton is continuing to be “myopically focused on the member experience,” making the brand more accessible across the country. 

“These changes are designed to ensure we are a long-term, profitable company focused on our mission: to meet our members in their fitness journey and support them whenever or wherever,” Boyd added. 

Peloton is adopting an integrated comms approach to let customers know about the company’s presence on Amazon and at Dick’s. 

After sharing partnership details with major consumer and business media outlets last week, the fitness retailer is turning its focus to the upcoming holiday season. 

“We’re headed into holiday gift guide season,” Boyd said. “As we pitch our products for inclusion, we’re promoting the fact that a select set of them are available on Amazon, and that we expect, before holidays, they’ll be available in Dick’s.”

Peloton did not bring on a new PR agency for support on the marketing strategy shift. Boyd declined to name the specific firms the company works with, but mentioned that some of the relationships are in the process of changing. 

Dara Treseder recently left her role as Peloton’s global head of marketing, comms and membership to join Autodesk. Peloton is searching for Treseder’s replacement, according to Boyd. 

Peloton posted revenue of $678.7 million in its fiscal Q4, a three-month period that ended on June 30. This marked a 28% loss from $936.9 million a year earlier. Net loss widened to $1.2 billion, up from a loss of $313.2 million in Q4 2021. 

On Monday, Peloton said it would put bikes in all 5,400 Hilton-branded hotels in the U.S. as part of a partnership.


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