Peloton: 100 Reasons to Ride

In fall 2016, Peloton CEO John Foley approached Badger & Winters with a single, ambitious marketing goal: to sell 2,000 bikes during the holiday season.

Peloton had been around for just 4 years at this point, and had garnered a small, but significant cult following. Foley knew the potential of the company, but their previous advertising campaigns were giving off the wrong impression. So they came to us to fix it.

To reach the heart of our target demographic, we went straight to the source: Peloton riders. Those who owned a bike were obsessed with it. So we used their (many) reasonings for spending thousands of dollars on a piece of workout equipment to tell our story.

The result? Peloton sold 2,500 bikes by Christmas.

Digital videos

We created online videos for social and YouTube that captured a few of the 100 reasons to buy a Peloton.

To continue the social conversation about the bike, we asked Peloton fans to share the reasons why they ride Peloton, using the hashtag #BecausePeloton. 

Social

Role: Concept development, pitch presenter, copywriting, pre-/post-production direction