If you’re anything like me, someone who comes close to being a gym rat… the lock downs during the pandemic threw you for a loop. Going to the gym and working out until I couldn’t was not just a way of staying physically fit, it was also a way to clear my head, gain focus, get grounded and release stress.

When gyms closed their doors… my mind went into overdrive looking for a solution to fill this big gap in my everyday life.

Not having a lot of space I searched for a cardio replacement that would fit into my living space and one I would love to use. And like thousands, I discovered @Peloton. It changed how I work out and truthfully with a few other additions to my work out equipment I have no desire now to go back to the gym. Peloton with their app so diverse in work out options won me over and being a marketer, I got curious. What was their Mission?

And from a branding perspective it got me thinking about their brand … their tribe.

The first thing worth mentioning is that yes Peloton is known for their spin bikes… but at $2500 this doesn’t fit into everyone’s budget. I don’t own a Peloton bike. What Peloton did though, to fulfil their mission and vision, their purpose… they offer their experience to everyone by offering an app with all the same workouts for Peloton members and Peloton app members for a fraction of the cost. And to make the experience even more versatile, you don’t even need to be a spinner to be part of their tribe. From meditation to yoga, to strength training, to spinning, to outdoor running… you don’t have to be a gym rat to find your favourite instructor and get in the groove. 

In other words, diversity of workout and instructors (who seem completely aligned with what Peloton stands for is what, their brand offers a complete user experience with almost no brand gap.

In the last few weeks we spent time talking about a company’s Mission, what it is and how you develop it. So I thought I would look at an example of a Mission statement of a real company. And I chose one that I have a personal connection to, one whose tribe I am proud to be part of.

So let’s have a look at Peloton’s Mission statement and break it apart.

Peloton’s Mission statement is:

“Peloton uses technology and design to connect the world through fitness, empowering people to be the best version of themselves anywhere, anytime.”

Mission speaks to the what and how… in this statement the WHAT is to connect the world and empower people to be the best version of themselves.

The HOW is technology and design through fitness

Their Mission Statement checks all the boxes and so it’s no surprise that their tribe is strong and global.

What Brand are you and advocate for? Does their Mission Statement align with what the company stands for?