MARKETING MANAGEMENT INDIVIDUAL PROJECT 1
Marketing Management Individual Project: Peloton
Samantha Bostwick
Liberty University
BUSI 520: Strategic Marketing Management
Dr. Wilson
October 15 , 2021
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Author Note
Samantha Bostwick
I have no known conflict of interest to disclose.
Correspondence concerning this article should be addressed to Samantha Bostwick
Email: snbostwick@liberty.edu
MARKETING MANAGEMENT INDIVIDUAL PROJECT 2
Marketing Management Individual Project
This paper will provide an extensive overview of the in-home fitness business Peloton
and its current marketing efforts and practices. Spiritual integration is provided throughout the
business and marketing review of Peloton. In closing recommendations and conclusions will be
provided focusing on strategic operational changes recommended based on the research that has
been conducted.
Peloton History
Peloton is a personal fitness brand that has revolutionized the in-home fitness industry by
creating hardware, software, and creative content that allows boutique style workouts to happen
in people’s homes. The company was founded in 2012 with a stationary bike and a fitness
instruction platform that allowed users to live stream classes from home. Since its inception
Peloton has grown to offer a full range of in-home fitness offerings including cycling, running,
yoga, strength training, and meditation classes. In addition to the live stream feature all classes
are housed on the platform to be streamed anywhere and anytime. Peloton has expanded its
offerings to include a treadmill, fitness accessories and apparel. This company was chosen as a
topic of study because keeping healthy and honoring the body the Lord has given us is so
important. Isaiah 58:11 reminds us that the Lord guides us into healthy living, “watering your life
when you are dry and keeping you healthy, too” (King James Bible, 2017). Below a discussion
of global marketing efforts and strategy of Peloton is provided.
Global Marketing Efforts
Marketing planning should focus on Peloton’s value proposition, which is to enable in-
home access to high energy, customizable fitness classes, anytime and anywhere. Currently
