Peloton
One of Peloton's ads.
- Exercise startup Peloton makes high-end stationary bikes - and over-the-top advertising geared toward the affluent.
- Earlier this year, social-media users took to Twitter to poke fun at Peloton's ads, which typically feature a physically fit person cycling in a luxurious home.
- Peloton filed for its IPO on Tuesday, reporting it generated $915 million in revenue last fiscal year, which ended in June.
- Visit Business Insider's homepage for more stories.
Peloton is known for its high-end stationary bikes - and its over-the-top advertising.
The exercise startup filed for its initial public offering on Tuesday, and according to its prospectus, it generated $915 million in revenue its last fiscal year. Peloton first made its name with stationary bikes that connect to a tablet streaming spin classes, making it a kind of at-home SoulCycle. In fact, Peloton overtook SoulCycle in customers last year, according to data company Second Measure.
Peloton's
One Twitter user saw Peloton's over-the-top ads as the perfect comedic opportunity.
Other Twitter users quickly followed suit.
Despite the comedic Twitter threads, Peloton's marketing team has said the campaigns were intentional and not a joke. In fact, the marketing had been intended for wealthy clientele from the beginning.
"We had this idea of a very affluent rider who many of our early adopters were," Carolyn Tisch Blodgett, Peloton's brand marketing lead, told the Wall Street Journal.
I put my Peloton bike in the center of the panoramic living room window in my New York penthouse pic.twitter.com/ol0B3Kavif
- Clue Heywood (@ClueHeywood) January 28, 2019I took my Peloton bike to Europe and used it on the balcony of our $2,000/night Airbnb and honestly I felt like I was flying over London, you should try it pic.twitter.com/sVjdO78MRV
- Clue Heywood (@ClueHeywood) January 28, 2019I have a Peloton at home, at work, and also one placed by the ocean-facing living room windows of our four bedroom beach cottage pic.twitter.com/F21Y1f7eop
- Clue Heywood (@ClueHeywood) January 28, 2019Sometimes I'll move the Peloton bike into our gallery so I can spend time with my half gay husband while he reads Architectural Digest wearing combat boots pic.twitter.com/jdBWowR4z3
- Clue Heywood (@ClueHeywood) January 28, 2019My Peloton is in the living room because it's my favorite work of art aside from the turquoise marble peacock I keep in the fireplace. pic.twitter.com/fQyaK7PIjM
- Clue Heywood (@ClueHeywood) January 28, 2019This is absolutely unacceptable Peloton placement. This appears to be a basement and not a solarium, conservatory, grotto, inglenook, or rumpus room. pic.twitter.com/d5AEv64lnn
- Clue Heywood (@ClueHeywood) January 28, 2019I love riding my Peloton in the glass room of my mountain retreat with the tears of thousands of peasants standing on the roof simulating rain - salty rain, but rain nonetheless. pic.twitter.com/tgsAVmcDTK
- Cam Wietzel (@cwietz1) January 28, 2019Even though I have an $85M view of Central Park and the New York City skyline through the floor-to-ceiling windows in my Peloton room, I watch the video screen on my bike.
- Underdog (@rdbrewer4) January 29, 2019I'm so envious of these people. I can't afford a house big enough for a Peloton and I'm reduced to riding a real bike in the out of doors.
- Ryan Chambers (@ryanthink) January 28, 2019Does every peloton machine come with an apartment that has floor to ceiling windows? If not, I would like to see one ad in a windowless basement.
- rosebud baker (@rosebudbaker) April 18, 2019