Marketing report + PowerPoint slides
Alomari88
MKFinal...pdf
BACHELOR OF INTERNATIONAL BUSINESS IN HOTEL &
TOURISM MANAGEMENT
Hospitality Marketing Project
Final Assessment:
Peloton Marketing Analysis
By:
Elea Thibert 739583 Felipe Santana 736457
Vlad Gabriel Sandru 739389 Elio Arjona 738957
Submitted on: June 16, 2020
Submitted to: Mrs. Olga Larina Course Lecturer
MKT360
TABLE OF CONTENTS Introduction ................................................................................................................................ 3
BUSINESS MODEL CANVAS .............................................. Error! Bookmark not defined.
TARGET MARKET .................................................................................................................. 5
Segmentation .......................................................................................................................... 5
Targeting ................................................................................................................................ 6
Positioning ............................................................................................................................. 7
PRODUCTS OF PELOTON ..................................................................................................... 8
Details for Peloton Bike ......................................................................................................... 9
Details of Peloton Treadmill .................................................................................................. 9
Peloton Product Level Description ...................................................................................... 10
PRICE ANALYSIS ................................................................................................................. 11
Internal Factors: ................................................................................................................... 12
External Factors ................................................................................................................... 12
PLACE - DISTRIBUTION CHANNELS ............................................................................... 13
Customer Experience Control and Distribution Channels ................................................... 14
PROMOTION ANALYSIS ..................................................................................................... 16
Advertising ........................................................................................................................... 16
Personal Selling- 5% ............................................................................................................ 16
Public Relations- 25% .......................................................................................................... 16
Direct Marketing- 40% ........................................................................................................ 17
Sales Promotion- 30% .......................................................................................................... 17
Push and Pull Strategy ......................................................................................................... 18
CONCLUSION ........................................................................................................................ 19
APPENDIX .............................................................................................................................. 20
Consumer Preferences Survey ............................................................................................. 20
Persona Canva ...................................................................................................................... 20
Value Preposition ................................................................................................................. 20
REFERENCES ........................................................................................................................ 25
1. INTRODUCTION Peloton is the largest fitness platform participating in the global health and wellness industry
with a perpetual growing community with more than 1.5 million members. It was founded in
2012 and has its headquarter located in New York, United States.
The company fitness products include the Peloton Bike, which was first launched in 2014 and
the Peloton Tread, which was first launched in 2018. Until June 30, 2019, the company’s main
market was the United States where approximately 95% of products were sold in total. Besides
fitness products, Peloton also runs a Digital app, which is one of the two main sources
generating the company’s revenue. Peloton initial public offering was on 26th September 2019
at a price of $29 per share. The purposes of this report are to introduce and analyze the company
from a marketing perspective broadly assessing the “4 P’s” while identifying their business
model.
HEADACHES HEADACHES
KEY PARTNERS KEY ACTIVITIES VALUE PROPOSITIONS
CUSTOMER RELATIONSHIPS
CUSTOMER SEGMENTS
REVENUE STREAMS
CHANNELS KEY RESOURCES
COST STRUCTURE
2. BUSINESS MODEL CANVAS DISIGNED BY: Elio, Vlad, Elea, Felipe DISIGNED FOR: DATE: 13/05/2020
Social media
YouTobe
TV Advertising
Podcasts
Store Experince
Free trials
Promotions sites.
• High-Quality treadmill and bicycle with up-to-date
technology.
• High intensity and enjoyable fitness classes
anytime.
• Instructors feedback through live lessons.
• Access to a catalog of diversified fitness classes
live or pre-recorded.
• Helps achive a good health condition through exercise
and weight goals in a
comfortable environment.
Behavioral segmentation
• Passionate of sports. • People who work from
home.
Demographic Segmentation
• Women after pregnancy.
• Adults (35-65)
Social Status
• Annual household income about 100,000$
or more.
Geographical Segmentation
• Canada and Switzerland
Corporate Customers
• Luxury Hotels. • Health care (fitness)
for business
employees.
• Selling workout equipment (719 mil. $ - 2019) • Subscription service offering access to a spin class library
and live on-demand classes (181 mil. $ - 2019)
• Rent bikes to entities such as gyms or offices (14.7$mil) Total Revenue 915 mil. $
Net Loss: 195.6 mil $ (Directory List of $full_dir, 2020)
• Fabrication, storage of goods, the rent of the stores; cost associated with suppliers (sofware, servers, technology) 410.8 mil. $
• Sales and marketing 324 mil. $ (2019) • Subscription Cost (the cost of hiring intructors) 103.7 mil $ • Management; instructors; workers; administrative; IT developers (staff
salary) 207 mil.$ (2019)
• Research and development 54.8 mil. $ (2019) • Delivery; Bike and treadmill maintenance and substitute fixes 17 mil.$
Total operating expenses + cost of revenue 1117.2 mil $
Machinery and production
sites.
HR (IT developers,
sportsmen, instructors)
Online stores.
Data collection, statistics
and trends.
Patents; Trademarks
Virtual coaching
Healthy food
recommendation
Manufacturing
Marketing advertising
IT Maintenance
Build a community
Create emotional loyalty
Feedback through
surveys.
Empower employees
• Suppliers of technological sub-
products.
• Shipping companies. • Community and
Business Alliances
for developing the
products.
• Investors • Catterton investment
corporation
3. TARGET MARKET
In the initial periods, Peloton concentrated on a market with customers who were able to pay
a high amount of money for home fitness training equipment, obviously a piece of high-quality
equipment. The important consumers were divided into the following three major regions,
Canada, the United States and the United Kingdom, since there was a large number of
consumers in these three locations that Peloton was constantly looking to target.
However, this analysis is based mostly on the analysis of segmentation in Canada, taking into
consideration that this is a key country for Peloton 's growth.
3.1. Segmentation Nowadays, Peloton sells its products within the same quality but it is becomes more flexible
with prices in order to expand in a large markets that typically focuses on people with an
average income, and these consumers are mostly athletes and business people who may not
have much time to train in the gym or prefer do train at home. Below are the four elements of
Peloton market segments:
I. Demographic Segments: The main consumers of Peloton are in between 28 years of
age and 65 years old. In respect to gender, Peloton focuses as much on men as per
women. However, according to a study taken by Ipsos (Varum and Andrew, 2019, 45
per cent of Canadian men do not have enough time to accomplish their schedule, while
the percentage of women is about 35 per cent.
Canadian customers are likely married or have a partner, including a higher educational
level at the degree level. The quality of the goods of the Peloton is pointed directly at
the upper-class people who do have spacious homes and who are able to pay a price
that can be considered high. The survey carried out by our company shows us that most
of our Canadian buyers have a social status of an income of more than $50,000, given
that this country is a developed economy (Varum and Andrew, 2019).
II. Geographic Segments: Canada has a large number of potential customers; therefore,
this proposed research focuses almost only on this country. The strategic places for
Peloton are about being present in the major cities by installing exhibition centers in
provinces such as British Columbia, Vancouver, Ontario, Toronto, North York and
Alberta, which have been called strategic locations because have a huge number of
customers (Varum and Andrew, 2019).
III. Psychographic Segment: Peloton clients in the Canadian region have many important
elements that must be taken into consideration, such as the preference for nutritious
foods, products and reliability, the active involvement of consumers in social media
platforms, as well as the willingness of Peloton clients to listen to music during their
workout sessions. This group of people has an excellent understanding of technology
and is straightforward to express themselves when they receive a bad customer service
or when they are misinformed by a fraudulent product, The lifestyle of these people is
quite stressful, that further means that time has a really important value to them.
IV. Behavioral segments: the dominant method “Benefits Sought”since the consumer
when investigating about the Peloton product will easily notice that the benefits of this
product are mainly to offer exercise machines at home for people who do not have
enough time to go to the gym allowing better communication between the manager and
the consumers. To the consumer access to the information of the Peloton products this
generates more interest in the consumers since they will know their benefits,
characteristics, and value.
3.2. Targeting The market targeting in Canada is mainly focused on adults and elderly people because they
are the consumers with the need and the resources to buy Peloton products. According to the
Peloton survey carried out by Ipsos, three out of every four Canadian inhabitants in an age
range of 25 to 65 years answered that it is difficult for them to dedicate time to exercise classes
in a gym due to their busy schedules, this means that this is the principal targeting of Peloton
in this country.
Peloton Demographic segment targeted in Canada are people from 35 to 65 years old. This
segment of people in general have similar needs and that due to their busy schedule they cannot
go to a gym to do exercise (Varum and Andrew, 2019).
The figure below illustrates the population of Canada in 2020 which is concentrated in the
range of 24 to 64 years of age and also shows that the proportion of men and women are mainly
the same. In general, this group of people maintains a fairly busy schedule due to jobs and have
the monetary capacity to acquire the products of Peloton since this helps to alleviate their needs,
this being easily the Peloton niche or the target market (Canada population, 2020).
3.3. Positioning Peloton deference in the market with certain aspects that the products offer to the consumers
such as:
• Important: it offers high-quality exercise machines to be adapted at home and to be
used at any time with live classes or prerecorded classes focused mainly on people who
do not have enough time to go to a gym.
• Superior: the technology, the training programs, the combination of technology and
design time make peloton superior compared to the competitors,
Source: Pyramid population 2019
• Communicable: Peloton is made visible to consumers on different types of platforms
and social media to publicize their products and to allow potential consumers to express
themselves about service and product.
4. PRODUCTS OF PELOTON
Peloton offers two main products for use at home: the bike and the treadmill. These two
workout equipments combine technology and efficiency since they have a widescreen monito
r that can directly take control of the fitness classes from home, both live and on request.
Through its applications, Peloton has built-in touch screens, offers classes with professional
instructors live or pre-recorded, classes are adapted to the specific of each person. The
consumer will also be able to check his performance data: sequence, resistance, level of effort
and heart rate, the trainer being able to have access to this type of information to evaluate each
person's performance and also provide feedback with strategies to help people improve their
training efficiency (Tillman, 2020).
BIKE
§ Adjustable
§ Connected
§ Immersive
§ Compact
TREADMILL
§ Live Daily Classes
§ On-Ddemand Library
§ Diverse Clas Types
§ Varied Class Lengths
(Peloton, 2020)
(Peloton, 2020)
4.1. Details for Peloton Bike
The Peloton bicycle is an indoor adapted bicycle with a modern design and a high-end digital
technology connected with a tablet with an HD screen, a 22-inch touch screen for Wi-Fi that
transmits live and on-demand classes, including dynamic classes that empowers a cyclist to
compete with other participants, performing a powerful cardiovascular exercise with a more
workable and enjoyable process.
This bike has a durable material of up to 135 pounds, but it has two practical small wheels in
the front for easy transition from one stage to another. These bikes are presumed quite high
resistance even though it has aluminum pedals, a welded steel arch, a plastic support can be
indicated on the front to place water bottles, and there is space to accommodate hand weights
on the back. Also, the bicycle offers an easy adjustment system, either for the height of the
handlebar or for the seat, either to bring it closer to the screen or to move further away, extends
the handlebar forward so that you can continue moving hands easily from the saddle to the
hover and vice versa (Wollerton, 2020).
4.2. Details of Peloton Treadmill
The Peloton Tread is a treadmill designed to offer greater benefits to customers having a
modern and innovative 32-inch touch screen offering "panoramic tours" that you can do while
watching a video of a trail. Its design emphasizes robust support, enough space to place two
bottles of water, telephone and other accessions necessary for the riders' comfort. Like the bike,
the screen of the tread allows you to access the guided classes of your choice, access your
profile settings, and view your statistics, including calories burned, for each workout (Loria,
2020). The concept is built to be silent so that the runner can listen to the classes or music
without noise. The live or pre-recorded training sessions from the Peloton catalog, offer classes
for beginners with low intensity and intense advanced classes with other experienced riders
where they can assess the conditions and the progress made (Loria, 2020).
4.3. Peloton Product Level Description
PELOTON PRODUCT LEVEL
Core Products
Exercise bike and treadmill to be used at home by people who
do not have the time to go to the gym. Peloton machines are
dedicated to helping people maintain a healthier life through
weight loss, heart rate control, calorie-burning, strength and
endurance improvement. These devices are easy to place at
home and “heal” the “wound” of those who do not have gyms
nearby.
Facilitating Products
Live or pre-recorded classes with professional instructors who
want users to carry out a successful training plan with
nutritional advices for rapid development and effectiveness.
Pre-recorded video catalogs are available at any time with
different goals or training.
Supporting Product
Innovation and high technology capabilities such as a smart
panoramic screen, Wi-Fi connections to attend instructor
classes, accessibility to music and YouTube, as well as user
data control to track the progress.
Augmented Product
Unlimited access at any time. Interaction with instructors who
provide feedback on the training program as well as health
education. The user can choose the trainer with whom one feels
most comfortable continuing to train with.
5. PRICE ANALYSIS
Peloton is a fitness company known for its really good programs, but also for its price.
In fact, to obtain one of their famous bikes or tread equipped with screens for a virtual class
your budget needs to be between 2,000$ and 4,000$, without the equipment and subscription
necessary.
Peloton divided their fitness revolution in three different programs, the most famous program
is the bike launched in 2014, to have a peloton bike you would need a total amount of 2.245$
+39,00$ of a monthly subscription. Then, they propose another alternative with the treadmill,
launched in 2018 for a total of 4,295$ + 39,00$ of a monthly subscription. Finally, the last
program presented is the Peloton Digital, a fitness digital program to follow online, for 19,49$
per month.
But what justifies this price? The company offers another type of fitness experience
throughout the In-home convenience, the unlimited household use, the evolving programming
that is constant, the world-class instructors available 24/7, having an engaged community, and
many varieties of fitness disciplines. (2020)
To buy their product, the customer can either order online, or go to one of the 82 Peloton
showrooms, all delivery services are offered. As Peloton says « Pay the way that’s right for
you », the company comes up with two possibilities of payment, the « Pay Now » or the « Pay
over Time » method which is a basic monthly installment.
The company doesn’t provide any type of discount on its official website, but it is possible to
find a Second Hand Peloton Bike or treadmill for cheaper, plus some reduction coupons are
available online.
Concerning their selling strategy, Peloton charges the customers different prices for the same
product, simple example; to buy the Basics Package that only includes the Bike and the
delivery, the customer needs a total amount of 2,245$. The Basics Package doesn’t mention
that special Peloton shoes are required to use the Bike properly. If the customer wants to buy
the shoes separately from the bike, it will be an extra cost of 159$ that includes the shoes,
weights, and headphones. It is impossible to buy shoes separately.
What are the factors that were considered when setting the price?
5.1. Internal Factors:
PELOTONS OBJECTIVES - “Transform the lives of people around the world with an ever-
evolving fitness platform.”
How does this affect the price?
The objective affects the price by continuing investing in the digital possibilities offered by
their fitness platform. Quality leader objectives result also in a higher price. Moreover, one can
see from the objective that the target market is from all over the globe, resulting in a higher
price due to their extended marketing campaign.
COSTS: The “ever-evolving” company has high costs of product development (410.8 million
$) and research (54.8 mil. $), meaning that the company is focusing on the future, allocating a
considerable percentage of revenue on soon-coming products.
Products with high prices usually have also high marketing costs: Sales and marketing 324
mil. $ -2019. Other costs that can be considered for the pricing can be found in the business
canva.
5.2. External Factors Environmental elements that can currently be considered are the Covid-19 crisis that resulted
in gym closures. The nature of the market is about a high demand for working out at home and
the overall healthy trend which has a high pace of growth. Each year more and more people
focus on having a healthy lifestyle.
There is no significant competition for Peloton because they have differentiated their products
to be luxurious and additionally offer subscriptions. They are the first ones in the market to
produce treadmills and bicycles and offer live classes with them. There is an intense
competition for lower price- lower quality products that do not offer live classes. Their biggest
competition are not producers but actually service givers (gyms). Because the company's
weaknesses are about people’s willingness to do sports from home (rather than gyms) and the
possibility to settle gym machines in the house.
Because the products can be characterized as unique, the price elasticity is lower meaning that
the customers are less sensitive to changes of price but also it creates the “unique value effect”.
Therefore, Peloton has the power to set a high price for their products intended for the luxurious
niche market of working out at home.
Moreover, Peloton has entered in the market with the strategy of Prestige Pricing, meaning
that from the beginning they wanted to position themselves as luxurious and high end producers
entering the market with a high price to support their position.
6. PLACE - DISTRIBUTION CHANNELS
Nowadays Peloton is one of the largest interactive fitness platforms in the world, with their
elevated brand marketing Peloton is counting more than 1.6 million of loyal members around
the world. What type of distribution channels is Peloton using to have such a big community?
The following numbers will give us an idea of Peloton’s impact.
(Peloton, 2020)
As we can see the word “connected” is pretty repetitive for the fitness company. The
distribution channels of Peloton are mainly online, which explains why they claim to be the
“pioneer of connected fitness” (Peloton, 2020). By having an online fitness platform Peloton
is able to “control the entire customer experience” (Peloton, 2020).
Customer Experience Control and Distribution Channels
• First, they are having a multi-sales model by presenting the selling process as seamless
and transparent. The company has 81 Pelotons showrooms opened all around the world.
Most of their showrooms are based in America, while others are based in Canada,
Germany, and the United Kingdom. The different showrooms locations clearly show
that the fitness company is looking for an English-speaking community but also a
wealthy community.
• If none of the showrooms are available in your country, online shopping is possible,
which includes delivery and servicing, they qualify it as a “High-touch brand
experience”.
• Peloton’s distribution channel is also supported by multiple partnerships with luxurious
hotels that use the fitness company products in their fitness/spa, like Four seasons, or
Westin.
• Showrooms and online shopping are definitely making Peloton a direct channel
distribution, since it is only possible to get it from their platforms, without an
intermediary.
• We could also define Peloton as a company with a selective distribution method,
considering the fact that their strategy involves selling bikes and treadmill in selected
outlets in specific locations, or online.
(Peloton, 2020)
After making research we found out that it was hard to get one of Peloton’s products outside
of their usual distribution areas (USA, UK, GER, CND) and that the service wasn’t as good as
mentioned.
We believe that in the future, Peloton should expand internationally and focus on countries
such as Switzerland, Singapore, Luxembourg, or even Japan where the demographic segment
is bigger and where a bigger percentage of the segment would also be able to afford and be
willing to buy their products.
7. PROMOTION ANALYSIS Advertising
From the startup point, it took three years for Peloton to become a big company with almost
500,000 people using their bikes and more than 8 million people total workouts.
Peloton has a large community which is an obsessive, cult-like user. They want to engage
themselves to increase their engagement rate off the charts.
The most recent accomplishments are an 810% increase in “Add to Carts” and an 844%
increase purchases due to the coronavirus crisis but also due to strategic efforts from their teams
(Biggart and Biggart, 2020).
Personal Selling- 5%
Peloton is not exercising personal selling because of the online shopping method that they are
already practicing, but also considering the fact that they only have showrooms. Peloton
doesn’t have the face-to-face selling technique practice with a salesperson trying to persuade
the customers to buy any type of product. It is directly related to the pull strategy which pulls
the customers towards the product.
Public Relations- 25%
A way to have an impact in a customer’s decision could be the need to understand where they
are coming from, the more you recognize your customer’s way of thinking, the more chances
you get of having a conversion. The company split its customers' adventure into five
predominant segments: related to product, the dream of bike ownership, logistical concerns,
excited with the fact of putting their order, and apprehension until its delivery.
All of this changed into a richly specific emotional graph, expressing how their customers sense
and think at each stage of the shopping process.
But once all this is done, there’s a brand-new phase: dependency to the workout. Peloton
doesn’t just sell a product, they offer movements of workout content for all their customers, no
stop. It means that as soon as the acquisition is over, the customer’s adventure keeps for as
long as they use the bike, at the same time as Peloton provides new content material and
reorganizes existing offerings to drive higher usage and brand recognition.
According to SpotLight Conductor, this is the kind of smart content material method which
can drive large returns for any company, you can apply the Peloton approach to your
organization (Biggart and Biggart, 2020).
Direct Marketing- 40%
The best way to measure good content is to relate to data. Things might seem good when we
talk about a blog post or a landing page, but if users do not care about it, does the content have
any value? For the marketers at Peloton, the system they set up, called “virtuous cycle,” gives
them the possibility to constantly retouch content.
After putting in place this new strategy, the company saw a huge increase in bike purchase
from the customers and a small reduction for the purchase cap (Biggart and Biggart, 2020). It
is very hard to say something bad about their results.
Sales Promotion- 30% Peloton does not do sales or discounts, as the basic package cost is $2245 with the delivery
and setup included in the price and never goes on sale.
According to Peloton Guide, the easiest way to save some money is to buy a bike with a
referral code. In 2017, Peloton updated their referral program. You can now save some money
off the purchase of your package with accessories by the use of a promotional code.
Sometimes Peloton will offer complimentary accessory packages as a promotion with the bike
purchase. The best packages have been around the holidays but were prior to the new referral
program for discounted accessories. A “starter package” of accessories has exceptionally been
offered complimentary for military bike users, but you will have to call or visit at their
showroom for specific demands and questions. Also, note that only one promotion or discount
can be used at a time.
If you are a military or paramedic, contact Peloton by phone to get informed about what they
are currently offering as a thank you for your services. They will need to verify your identity
to apply it to your purchase.
Push and Pull Strategy
Peloton is definitely practicing the pull strategy due to the fact that they pull the clients
towards their product. More into details, Peloton’s clients are demanding the products from the
“retailers”. The pull strategy is defined through advertising, social media, blogs, viral
marketing or even email marketing, and Peloton answers all these criteria.
8. CONCLUSION
In general terms, Peloton has designed a good business system that has managed to reach
many homes in North America and for sure much many ears. Since its inception, Peloton has
shown good acceptance by consumers, together with good publicity, even though Peloton is a
company that offers its products at a considerably high price; it continues to increase products
subscriptions, especially the online classes.
Peloton is not the only company that offers gym products at home, other companies also offer
this service and the products are almost the same, but Peloton has managed to remain a leader
in this market because it has many positive factors that help Peloton to keep as leader of this
market.
It is clear that peloton has managed to develop its product proof of that is the good acceptance
it has had in the market but the profit does not reflect the same in terms of profit peloton is not
very well, however, the current world situation that we live could peloton to increase their
profit since in recent months there has been a dramatic increase in subscriptions of and sales
of their main products that are bikes. Peloton has known how to use its tools and establish
considerably high numbers that other companies have not been able to.
9. APPENDIX Consumer Preferences Survey Persona Canva Value Preposition Social Media Research
Figure 1: Consumer Preferences Survey
HEADACHES HEADACHES HEADACHES
Name: Wilson Smith
Role: HR Manager
NEGATIVE TRENDS
FEARS
HEADACHES OPPORTUNITIES
HOPES
POSITIVE TRENDS
Figure2: PERSONA CANVA
What does this person really want?
Fitness concept with technology combination
for use anytime and anywhere.
Personal Issues
Negative trends from the enviroment
Professional and work ralated issues
Positive trends from the environment
Professional and work related positive outcomes
Personal goals and hopes
Keep a healthy condition and create a fitness habbit.
Limitation of having many exercise machines at
home. Organize and establish different types of training
schedules according to the time availabe.
Set up a creative training place according to their preferences and needs.
Technical failure of the machines during certain
periods.
Balance with daily responsabilities and
workout session.
35-55 Years olds
Health is important
Fitness is important Work life balance
Business man Dedicate to work
Figure 3:VALUE PREPOSITION
P
Gain Creators Gain
Product & Services
Pain Relievers Pains
Customer Job(s)
• Improve health and mind. • Fitness and nutrition plan. • Low cost membership • Personal trainer • Classes live or pre-recorded
• Busy schedule • No motivation • Not enough space for the products • Expensiveness • Installing the products
Achieving their dream or goal. Loose weight and maintain good health.
• Good health condition. • Time management • Confortable environment
for workout • Get fitter
elio
• Virtual Coaching • Modern and technological
equipment. • Healthy food
recomendation • Fun instructor app
elio
elio
elio
elio
elio
• Profit maximization. • High efficiency • Platform expansion • Service improvement through
feedback
Figure 4: Social Media Research Twitter tags and posts:
Facebook comments regarding Peloton:
Google trends results regarding the keywords “Peloton”, “bike”, “gym”:
10. REFERENCES
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23 May 2020].
§ Loria, K., 2020. Is The Peloton Tread Really Worth $4,300?. [online] Consumer
Reports. Available at: <https://www.consumerreports.org/treadmills/peloton-tread-
treadmill-review/> [Accessed 23 May 2020].
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Askwonder.com. Available at: <https://askwonder.com/research/customer-
demographics-peloton-market-and-consumers-g8kjyism0> [Accessed 29 May 2020].
§ Populationpyramid.net. 2020. Canada Population. [online] Available at:
<https://www.populationpyramid.net/canada/2020/> [Accessed 29 May 2020].
§ Investor.onepeloton.com. 2020. Peloton. [online]Available at:
https://investor.onepeloton.com/static-files/73e7570a-6aca-47df-b080-a6a069139eed
[Accessed 7 June 2020].
§ Biggart, A. and Biggart, R., 2020. How Peloton's Marketing Team Attracts Ride-Or-
Die Customers. [online] Conductor Spotlight. Available at:
https://www.conductor.com/blog/2017/08/peloton-marketing-strategy/ [Accessed 6
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