, Treseder discussed why Peloton is featuring its customers in the new campaign and how it's trying to make it more accessible while fending off growing competition. What's different about the new campaign?
In the past, our marketing campaigns were primarily focused on our product and the services. We disrupted an industry, so we needed to generate awareness and understanding of our platforms and how they work. But our community has grown so significantly that it's important to showcase the fullness of the Peloton experience and some of the most valuable elements of the Peloton brand that many people don't see until they're fully immersed in it.
This has nothing to do with anything that has happened in the past. The thing that's really important to us is really showcasing what's great about Peloton in a way that's authentic and representative of the communities we serve. Our community is critical. One of the things we always say [is] that people don't join Peloton for the community, but they inevitably find it.
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