They didn’t lead with the technology. The features. Or even the idea of bringing a real cycling class to your home. Sure they had supporting materials that got into this detail.
They led with the lifestyle that is associated with their product. They created a visual world around their product that represented, clearly, what a lot of people were striving for.
Peloton did more than sell us on some cool new features and technology. They sold us on the lifestyle that inevitably comes from using this new technology. Their marketing created desire by creating a world that customers wanted to be in.
Fitness, workouts, cycling…we engage in these activities to be physically healthy. We also do it for other reasons. A form of escape. Therapy. Better mental health.
We do it so we feel better, and have more energy in other parts of our life. We do it because it helps us do better in our jobs, be a better parent, spouse or a friend. We also may choose a sport that embodies how we want others to see us
We do it in part because we believe it’s a critical ingredient to achieve the life we imagine for ourselves. The life we are striving for.
And is this bad? Is Peloton selling us something we don’t need? You can surely get exercise without it.
I bought all kinds of technology with the belief that it would help me become more physically fit. And in turn be more mentally fit. And in turn become more successful. Polar watches, heart rate monitors, body fat scales, foot pods, Nike+, Bike Computers, Garmin GPS. And of course, the Apple Watch.
Did I need all of this? Maybe not. But each of them played a role in keeping me motivated to be active and fit. Which I think is a really good thing.