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Rumor: Peloton is planning a summer advertising campaign with celebrities and athletes

Now that its supply chain problems seem to be winding down, Peloton appears ready to crank up its marketing muscle over the new few months. The current rumor floating around is that they are preparing a big campaign.

First reported by @deuxmoi, but shared by @clipoutcrystal from the Clip Out Podcast, Peloton is said to have been in talks with Michael Phelps, Jay Cutler, Kate Hudson, Ciara, Diplo, Awkwafina, Kyle Richards, Leslie Jones, and more.

The same account also mentioned the team is in talks with President Biden — while details on this are scant, he is reportedly a big user of Peloton.

The current working title for the series is Ride & Relate with (insert celebrity name). There will be interviews with celebrities and Peloton instructors.

We’ve reported on the growing list of celebrities who are riding with Peloton instead of going to the gym, so it’s not surprising the company is looking to capitalize on this trend as gyms begin reopening all across the summer. Peloton’s churn has been below 1% for the past few quarters, so that’s going to be a key indicator if the workout-at-home trend will remain strong as the COVID-19 pandemic fades from people’s memory.

The use of celebrities with connected fitness isn’t a new trend as Echelon has partnered with Mario Lopez and iFit has worked with Tiki Barber.


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