HOW PELOTON DROVE GROWTH - MMA MOBILE MARKETING LEADERSHIP FORUM MAY 10, 2017 - Mobile Marketing Association
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HO W P ELOTO N D ROVE G ROWTH
MMA MOBILE MARKETING LE A DER S H I P F O R UM
MAY 10, 2017
PELOTON IS A TECH COMPANY
DISRUPTING THE FITNESS SPACE.
WE BUILT A STATIONARY BIKE THAT ALLOWS YOU TO TAKE
STUDIO CYCLING CLASSES
LIVE & ON-DEMAND
FROM OUR STUDIO IN NYC
ANYTIME, ANYWHERE
PELOTON BY THE NUMBERS
PELOTON LAUNCHED NPS SCORE O N E - Y E A R R E T E NT I O N R AT E
2014 91 96%
GLOBAL RIDERS BIKES SOLD WORKOUTS TAKEN
400,000 100,000+ 7.9M
3
Peloton is the most immersive, socially motivating
fitness experience
TRACK METRICS
SEE HOW YOU STACK UP
AGAINST OTHERS
IN REAL TIME
IN YOUR HOME
22 IN. SWEAT-PROOF ON YOUR SCHEDULE
HD TOUCHSCREEN
UP TO
14 LIVE CLASSES DAILY 4000+ CLASSES ON-DEMAND
THE BEST INSTRUCTORS IN NYC (BUDDING CELEBRITIES)
6
U N I Q U E V E R T I C A L LY I N T E G R AT E D B U S I N E S S
Tablet computer, 4x bigger than iPad;
Award-winning bike and bike design Hardware CM founded by team from Foxconn
Client-side SW: Custom Android / Python Cloud Services handling
Linux Operating System
Software 5K real-time requests per second
12 hours of live television 4,000 on-demand classes accessible
quality video streamed daily Media anytime from the cloud
Entire Tech Stack
20 retail stores in luxury malls and Robust inside sales team / operation
high-end locations nationally Retail complementing ecommerce website
Growing national operation of Peloton Peloton employees extending brand
Mercedes Sprinter delivery vans Logistics via best-in-class, in-home deliveries
8
“
OUR RIDERS LOVE PELOTON
Access to live classes from Not only do you have the best spin
home? There’s nothing easier. bike, the best instructors in the world,
- MICHELLE R. but all the fellow rider support too!
-TRICIA B.
Initially, I had doubts. But now I
can’t see my life without Peloton. It
always works on my schedule.”
If you’re new to this, I’ve some bad
news for you. It’s addictive. Beyond
anything I’ve done before.
“
- DEMETRI Y. - TRISTAN M.
9
CELEBRITIES LOVE PELOTON
10…AND SO DOES THE PRESS
“The Peloton is attractive, addictive,
“Peloton has become a cult favorite,
and seriously whips you into shape.” “The Bergdorf's of bike studios”
thanks to its energetic teachers...”
“The best cardio machine
“Easily the best indoor workout.” “Tried. Tested. Trusted. Genius!”
on the planet.”N P S O F 9 1 P U T S U S I N G O O D C O M PA N Y
12ANNUAL BIKE SALES
(FISCAL YEAR)
2013 2014 2015 2016
Bike Sales7.00E+04
WITH MEDIA SPEND 5.25E+04
3.50E+04
1.75E+04
2013 2014 2015 2016
Media Spend Bike SalesPELOTON:
A C C I D E N TA L
MOBILE
MARKETER
• Started digital marketing in
2014, targeting desktop only
• Ran one Facebook campaign
in October and accidentally
included mobile
• Vast majority of impressions
went to mobile
• Far outperformed core
campaigns
15WHY DID THIS WORK?
People don’t buy a $2,000 product
on mobile, do they?
1612%
18%
24%
0%
6%
Ju
l-1
5
Au
g-
15
Se
p-
15
Oc
t-
15
No
v-
15
De
c-
15
Ja
n-
16
Fe
b-
16
M
ar
- 16
Ap
r-
16
M
ay
- 16
Ju
17
n-
16
Ju
l-1
6
+94%
Au
ALL ONLINE
g-
16
Se
p-
16
Oc
t-
16
MOBILE PURCHASES AS % OF
No
v-
16
De
c-
16
Ja
and 12% of all sales.
n-
17
Fe
b-
17
M
ar
- 17
Ap
But mobile is still only 20% of online sales
r-
17
M
ay
- 17WHY DID THIS WORK?
People don’t buy a $2,000 product
on mobile, do they?
18THE CUSTOMER JOURNEY: AVERAGE 2 MONTHS
AWARENESS IDEALIZATION RATIONALIZATION DECISION POST-PURCHASE
Infatuated
CONSUMER’S EMOTIONAL STATE
Addiction
POSITIVE
Excited
Intrigued
NEUTRAL
Apprehensive
Pragmatic,
Responsible
WHOA, WHAT’S THAT?! LOVE AT FIRST SIGHT, FEELING THE PULL OF PLEASED, THEN ANXIOUS
MEET-CUTE. CONTINUING TO DREAM REALITY & IMPATIENT
NEGATIVE
‣ The first image of the ‣ The super emotive “love” ‣ The “fact-finding” ‣ There is an uptick in
bike, usually on social phase, when consumers phase, when excitement when the
media or a are dreaming about the considerations become order is placed, but the
commercial on TV, is bike and what it would be sharply practical, and gap in time between
often arresting, and like to own one the focus is on payment and the first
sparks action pragmatic, logistical ride can inspire anxiety.
questions
A MOMENT 1 WEEK – 2-3 MONTHS 2 WEEKS 72 HOURS
19MOBILE WORKS ALL ALONG THE JOURNEY
20S T O R I E S T O C O V E R A L L J O U R N E Y S TA G E S
21M O B I L E N U M B E R S T O D AY
12% 70%+
Percent of buyers
Bike sales on mobile
who researched on
mobile pre-purchase
80% >$25M
Percent of Facebook Annual TV budget
ad spend on mobile (mobile device
as second screen)
22IOS APP FOR “TRY BEFORE YOU BUY”
23P E L O T O N ’ S I O S P L AT F O R M H A S R E C E I V E D R AV E R E V I E W S
“Best New App” (All Categories)
“Essential App” (Health & Fitness)
5 out of 5 Star Ratings (1,153 ratings)
Subscription model with 14-day Free
Trial
Over 1.5 million workouts taken
Average subscription LTV = 12.5
months
2425
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