Peloton is making a big push to get more men, especially millennials, to use their fitness products. They’ve started a new ad campaign featuring famous football brothers, T.J. and J.J. Watt.
The campaign, called “Find Your Push. Find Your Power.”, focuses on running and aims to show guys that Peloton offers tough workouts, even for top athletes. Peloton’s chief marketing officer, Lauren Weinberg, explained that a lot of millennial men enjoy running but many don’t realize how challenging Peloton’s Tread workouts can be.
The ads, created by Special London, show the Watt brothers playfully competing against each other on Peloton equipment. David Day, the creative chief at Special London, said the brothers’ rivalry and humor make them perfect for showing how motivating Peloton can be.
Peloton is really focusing on its Tread treadmill. During a recent investor call, Peloton’s co-CEO Chris Bruzzo pointed out that the market for home treadmills is much bigger than the market for stationary bikes. He said they’re already seeing positive results from their efforts to attract more male customers, with Tread sales particularly strong.
This comes at a time when competition in the treadmill market is heating up. Other companies like Centr (founded by actor Chris Hemsworth) and Aviron are also releasing new treadmills with high-tech features and gamified workouts.
