If you have seen me in my office during our lectures, you can tell very quickly that I am a lover of Spin classes. Quarantine affected all of our daily lives in one way or another and I personally used that stimulus check from our commander and chief we all received to help my physical health and investing in a spin bike. I took the opportunity Peloton gave me and signed up that day for a membership. Like I have mentioned in my previous case study I wrote about on “Best Self or Best Company? Peloton Searches for a Voice” you would know I am a fan and customer of Peloton. One thing I did not know was how well Peloton was at social listening. We know from the article that the founder, John Foley, CEO of Peloton saw the opportunity to market to anyone who found it inconvenient to find a class downtown at a particular time to exercise. He saw an opportunity to bring spin classes that were equally engaging and give you the same sense of community from your own home.
I always knew about Peloton’s sense of community it gives its riders but I did not realize how much it really listened to its individual customers. Peloton diligently facilitates conversations and participates by asking members to share their progress in campaigns and challenges throughout the year through its Facebook group. The group currently has 341.6K members and is growing daily (including myself as I write this post) The brand enjoys high levels of engagement as the nature of a closed group provides the user with a stronger sense of privacy. It’s a safe space, where they can ask questions and feel supported. Peloton also locks into the opportunity for taking advantage of the micro-community campfires Sarah Wilson discusses in her article “The era of Anti-Social Marketing” it gives its customers and spin enthusiasts a safe place to come together and ask questions and find other people who perhaps you didn’t know (or did know) who have the same interests as yourself in a close-knit setting.
For example, just within the timespan of joining the group on Facebook (which I was approved on joining within 3 mins), I found this one post that really spoke to me.
I have no idea who this woman is, but the fact she just joined a few days ago and already has a community welcoming her with open arms is amazing to me. Companies need to take note of Peloton’s social strategy. If I wasn’t already suggested by a friend (as you can see by our daily conversations about our favorite classes), or researching this because of the classes I was required to take, this alone would be a consideration for purchasing the expensive equipment.
Martin, Roger L., et al. “Best Self or Best Company? Peloton Searches for a Voice ^ UV7898.” HBR Store, 2019, store.hbr.org/product/best-self-or-best-company-peloton-searches-for-a-voice/UV7898.
Murray, Meghan R., and Aine Doris. “Peloton: Exercising Strategic Thinking for a New Business Model.” Darden Ideas to Action, 20 Apr. 2020, ideas.darden.virginia.edu/peloton-exercising-strategic-thinking.
Schleifer, Theodore. “Peloton, a Bike Company, Claims It ‘Sells Happiness’ and Is ‘so Much More than a Bike.’” Vox, Vox, 27 Aug. 2019, www.vox.com/recode/2019/8/27/20835839/peloton-ipo-filing-messaging-happiness.