PelotonIt wants to be known, says its chief marketing officer as, a company that promotes health and well-being, rather than a gym.

Dara Treseder from Peloton’s Chief of Marketing told a press conference that, “We want to be sure that our communities reflect us.” Julia BoorstinThursday, during CNBC’s CMO Exchange Virtual Event.

“One thing I do is have a debate with my marketing team. Some people say, “We’re a gym company and this is how it feels to be fat.” “No, no. “We are actually a company that promotes health and well-being.

Peloton recently introduced “mood riding,” which is geared towards different emotions like being happy, sad, or calm. Peloton’s efforts to increase awareness about mental health and keep in shape are illustrated by guided meditation classes as well as these rides.

Treseder stated that Peloton’s explosive growth during the pandemic resulted in its loyal user base sharing their own experiences with the brand. Peloton counts 2.33 million connected fitness subscribers — people who own a Peloton product and also pay a monthly fee for access to the company’s digital workout content. 

She stated that “The truth is, when you force something to work it doesn’t.” We believe that the intentional cultivation of community centers on finding organic connections within our members and then kinda pouring fuel onto those sparks, shining a light on them.

Peloton has said it plans to soon ramp up spending on paid marketingTo advertise its new Tread machine and lower-priced bike,

Peloton’s well-known team of instructors also connects with its users. They are very active on social media platforms, and often interact online with their members.

Treseder said, “We want our employees to be stars.” They’re employees so they are invested in company success. We are also invested in their success.”

Cody Rigsby (an instructor) is participating in the competition. ABC’s“Dancing with the Stars.” Alex Toussaint from Puma, an athletic apparel company, was also signed.

John deserves so much of my gratitude [Foley]Because it’s very difficult to do. You can do it. Treseder stated that it is natural to tell them to control them and to brand them. He also spoke out about Peloton’s CEO, as well as his views on the instructors. It doesn’t work and the truth is that people are able to see through it.