The connected fitness company enlists TJ and JJ Watts in a creative campaign aimed at attracting male fitness consumers
Peloton, which just appointed CEO and Apple Fitness+ co-founder Peter Stern, has launched a new creative campaign in North America with the help of American football players TJ and JJ Watt, brothers, targeting millennial men.
New campaign “Find your motivation”. According to the connected fitness giant, Find Your Power is in its first phase.
“Our brand research shows that more than 70% of Millennial men participate in running, but many in the same audience either don’t understand our running products and running products, or are unsure whether we will provide them with a challenging enough experience. fitness experience,” said Lauren Weinberg, chief marketing officer of Peloton. “Enter TJ and JJ Watt, who are Peloton members and have competed against each other on the Peloton leaderboard. Partnering with them is an organic way to dispel these misconceptions by showing that we have challenging workout options, even for elite athletes These choices are difficult enough.”
Peloton hired creative agency Special London for the first phase of the campaign, which saw the Watts compete against each other across three locations across North America and across multiple media channels using a variety of Peloton equipment.
Chief Creative Officer of Special London said: “Not only was the sibling rivalry at the heart of the first campaign immediately relatable to most of us, but there was no better duo to do it than NFL legends TJ and JJ Watt. The idea came true,” said David Day. “Their natural competitive spirit and sense of humor helped us encapsulate the motivational power of Peloton – engaging and encouraging people to exercise and keeping them coming back for more.”
The power of tread
During Peloton’s first-quarter 2025 earnings call last week, interim co-CEO Chris Bruzzo noted that while two-thirds of Peloton members are women, the connected fitness company has seen significant growth through targeted messaging. Opportunities to attract men to join. He also highlighted Tread’s potential.
“We see an opportunity to grow the Tread business as our estimates suggest the home treadmill market is more than twice the size of the home stationary bike market,” Bruzzo told investors. “Our goal is to build demand among our core audience. , and capture that need during less frequent promotional moments.”
He added that Peloton is encouraged by early findings from its marketing strategy, noting that hardware sales grew 9% year over year, with a shift toward men’s products being the most popular in Peloton’s Tread portfolio.
Treadmill competition heats up
While Peloton focuses on its treadmill products, other fitness companies like Centr are moving into high-end treadmills. The fitness brand founded by Chris Hemsworth has launched a collection of nine treadmills to suit different fitness levels, space requirements and budgets. The treadmill has also become gamified. Earlier this year, Wahoo Fitness launched the Kickr Run smart treadmill, which features Zwift Run for a gamified experience, while Aviron launched a treadmill that offers game modes, live competitions and instructor-led sessions.
“We are redefining fitness by combining game psychology with immersive game design for all major cardio modalities to make fitness fun and exciting,” said Andy Hoag, founder and CEO of Aviron. Suitable for everyone.”
