Peleton has issued a challenge to parents in the UK, Australia, Germany, the US, and Canada – keep up with your kids. It targets the most human instinct, competitiveness, to fight the most human anti-fitness excuse, “I can’t because…” (Yes, there is a dazzling array of endings to this.)

The new campaign is the second part of a two-prong campaign by Special London, Find your push. Find your power, that launched first in the US early in November, and was the agency’s first work after winning the account in August. It will run across channels including TV, OTT, OLV, social, audio, and digital until February 2025.

“Our research shows that our target audiences often struggle to find time to work out and are looking for a comprehensive and convenient fitness solution that offers variety. Peloton provides a personalised, motivating, and entertaining fitness experience designed to fit your life, with thousands of workouts to get you to your goals, and a supportive community by your side when you need it. Keep Up shows how Peloton adapts and grows with you as life gets busier and unpredictable; something many of us can relate to during the holiday period,” stated Lauren Weinberg, chief marketing officer at Peloton.

“This is a pure human story, exploring why it is we do, what we do. But it doesn’t just hold up a mirror to our audience, it’s a reflection of Peloton as a brand. They are so much more than a fitness company or a catalogue of workout equipment – they are the absolute masters in motivation. Everything they do, everything they offer, is carefully designed to aid you on whatever journey you’re on, because the best workout is the one you’ll actually do. And this campaign is a real celebration of that,” added David Day, chief creative officer at Special Group London.

The full campaign is a push to reach new audiences. Currently, about two-thirds of Peloton’s user base is accounted for by women. 

The launch of the campaign featured American football players and brothers, TJ and JJ Watt, showing how sibling rivalry can be a powerful motivator. The Watt brothers compete in various Peloton workouts, including running on the Peloton Tread, cycling on the Peloton Bike and using the Peloton App for strength training and yoga, their competitiveness pushing each other to perform better and better.

Lauren Weinberg, Peloton chief marketing officer, stated, “Our brand research has shown that more than 70 % of millennial males engage with running, but many in that same audience set are either not aware of our Tread and running offerings or are unsure if we’ll deliver a challenging enough fitness experience for them. Enter TJ and JJ Watt, Peloton members who already compete against each other on the Peloton Leaderboard. Partnering with them is an organic way to counter these misperceptions by showcasing that we have challenging workouts that are hard enough for elite athletes.” 

David Day, chief creative officer, Special London, added, “The sibling rivalry that lies at the heart of this first campaign is not only something most of us can instantly relate to, but there was no better duo than NFL legends, TJ and JJ Watt, to bring that idea to life. Their natural competitive spirit and sense of humour helped us to encapsulate Peloton’s motivational power – the power to engage and encourage people to work out and to get them to come back for more.”