Peloton’s Cody Rigsby to appear in new GM marketing campaign

Cody Rigsby spends his days as Peloton’s cycling director while also teaching several classes each week. Today, he’s branching out into the electric vehicle world as he’s now appearing in a new campaign with GM.

General Motors is debuting a new marketing campaign as part of the company’s comprehensive efforts to accelerate mass adoption of electric vehicles. The “Everybody In” campaign is a call to action meant to reflect a movement that’s inclusive and accessible. The company is also evolving its brand identity as GM transforms itself to deliver on a vision that creates a world with zero crashes, zero emissions and zero congestion.

“There are moments in history when everything changes. Inflection points. We believe such a point is upon us for the mass adoption of electric vehicles,” said Deborah Wahl, GM global chief marketing officer. “Unlike ever before, we have the solutions, capability, technology and scale to put everyone in an EV. Our new brand identity and campaign are designed to reflect this.”

GM is using popular influencers who represent various walks of life and industries in the campaign. Included will be Malcolm Gladwell, author of “The Tipping Point,” professional surfer and shark attack survivor Bethany Hamilton, Peloton’s Cody Rigsby, and gamer Erin A. Simon.

Several Peloton instructors have been able to leverage Peloton’s surge in popularity to strike a number of sponsorships, book deals, etc.