Launching a New Era of Connected Fitness
In 2025, Peloton launched its Cross Training Series across five markets, its largest brand campaign since its founding. It needed to show it is more than a bike, while also raising the price of membership.
With Alli, PMG built Peloton's growth audience from live signals, including Experian and Amazon purchase data, and brought more than 110 partners into one dashboard. Teams could manage frequency and shift spend between always-on reach and moments like the Las Vegas Grand Prix in real time instead of reconciling regional reports by hand.
Peloton saw double-digit lifts in favorability, consideration, and purchase intent across key markets, and a 21% lift in branded search during the Las Vegas Grand Prix.
In 2025, Peloton prepared to launch its most comprehensive product evolution across five global markets: the Peloton Cross Training Series. While the hardware represented its most advanced equipment to date, the ambition extended beyond a product release. Peloton needed to redefine consumer perception and clearly establish that it was more than cardio fitness on a stationary bike.
The stakes were high. Peloton was updating its entire hardware portfolio with new features designed to usher members into a new era of fitness and wellness, powered by its AI assistant, Peloton IQ. At the same time, the brand was increasing its monthly subscription price. Success required reinforcing Peloton's authority, clearly communicating added value, and building confidence at scale during its largest global brand campaign since inception.
Building Authority at Global Scale
This launch required balancing scale and cultural authority, along with a strategy that matched Peloton's global ambition.
Peloton entered the moment as a category leader, undergoing reinvention, expanding beyond cardio into a connected ecosystem spanning strength, yoga, mindfulness, and recovery. The challenge was making that evolution visible and credible at scale as consumers reassessed the value of membership.
Inside Alli, PMG's operating system, the team used Audience Planner to build personas of Peloton's growth audience, mapping how they consumed media throughout the day and identifying the moments where the brand could show up naturally and authoritatively. Live signals from Experian and Amazon purchase data flowed into the platform automatically, sharpening platform-specific audience segments across video, audio, and display. Because Audience Planner is built into the Alli Operating System, those segments fed directly into the media plan without manual handoffs between teams.
The strategy balanced broad reach and sustained frequency with deliberate presence in high-profile cultural and sports environments. Premium video established scale, while culturally significant moments reinforced leadership, signaling Peloton's evolution into a global authority in connected, AI-powered fitness.
Creating Cultural Momentum at Global Scale
PMG orchestrated a global brand movement by balancing foundational reach with high-impact cultural moments, ensuring Peloton showed up in environments that reinforced trust, leadership, and value.
To manage complexity across five markets, the team used Alli to bring more than 110 partners into a single unified dashboard. This gave the team real-time visibility across regions, automated frequency management, and the ability to shift investment between always-on reach and tentpole moments while the campaign was live. What used to take days of manual reconciliation across regional teams became a continuous decision-making process inside the platform.
At launch, Peloton established immediacy through full-screen social takeovers, high-impact out-of-home placements including Times Square, and cinema placements ahead of major releases such as Wicked: For Good. The brand aligned with live sports across the NFL, WNBA, college football, and NBA, reinforcing performance credibility.
Cultural accelerants amplified momentum. Peloton activated alongside Taylor Swift's cultural moment through episodic sponsorships of New Heights and cinema placements tied to the debut of The Eras Tour, and at the Formula 1 Las Vegas Grand Prix, one of the fastest-growing sports in the U.S., hosting a fully produced class series and extending the experience into the Peloton platform.
Throughout the campaign, Alli kept brand and performance signals tied together, so the team could see in real time which placements were driving search lift, favorability, and consideration. Cultural investments could be evaluated against business outcomes the moment they were made, not weeks later in a recap deck.
Video anchored the journey, clearly demonstrating how the Cross Training Series supported cardio, strength, and wellness as a connected system.
We reinforced Peloton's leadership and delivered double-digit gains in global brand lift.
The campaign validated Peloton's largest global brand reset to date. Across key markets, Peloton saw double-digit lifts in brand favorability, consideration, and purchase intent. These gains reflected increased consumer confidence at a time when the brand introduced AI-powered innovation and asked audiences to reassess the value of membership.
In the U.S., campaign exposure increased consideration and aided awareness of the Cross Training Series, with TV emerging as the strongest driver of brand favorability. Internationally, Canada and the UK delivered double-digit lifts across favorability, consideration, purchase intent, and Cross Training awareness.
5 Global Markets at Launch 110 Partners in one unified dashboard 21% Branded Search Lift During F1 LVGP
