Cross Training Series Global Launch
- Media Strategy & Investment
- Data & Analytics
- Alli Operating System
- Audience Intelligence
- Global Campaign Orchestration
- New Product Launch
Bringing Peloton’s next era of connected fitness to market through the global launch of an AI-powered product portfolio.
Challenge
Launching a New Era of Connected Fitness
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.
Strategy
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 proprietary operating system, the team used Audience Planner to build Live 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.
Execution
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.
Impact
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.
High-impact cultural moments accelerated demand. During the Formula 1 Las Vegas Grand Prix window, Peloton saw a 21 percent lift in branded search alongside increases in purchase intent and brand sentiment.
The Alli Measurement Framework gave the team continuous visibility into how brand reputation was moving alongside performance, so cultural and media investments could be evaluated against both immediate business impact and longer-term brand equity. Through sustained visibility, disciplined orchestration, and the intelligence layer Alli provided across the campaign, PMG helped Peloton reset the brand for the next era of connected, AI-powered fitness.
21%
Branded search lift during F1 LVGP
Up Next
