Why Buy A Peleton?

In fall 2016, Peloton CEO John Foley approached Badger with a single, ambitious marketing goal: to sell 2,000 bikes during the holiday season.

Peloton had been around for just 4 years at this point, and had garnered a small, but significant cult following. Foley knew the potential of the company, but their previous advertising campaigns were giving off the wrong impression. So they came to us to fix it.

To reach the heart of our target demographic, we went straight to the source: Peloton riders. Those who owned a bike were obsessed with it. So we used their (many) reasonings for spending thousands of dollars on a piece of workout equipment to tell our story.

And thus created a simple campaign: 100 reasons to ride.

The result? Peloton sold 2,500 bikes by Christmas.