Marketing Through Mayhem: Fitness Brands Stepping Up to the Plate
Several fitness brands have created new online content & opened up their platforms to the public in the wake of widespread quarantine.
The SalientMG team continues to find inspiration from brands taking positive actions during such an uncertain time. Continue to follow our “Marketing Through Mayhem” series where we will highlight brands who are driving lifelong affinity by how they are vigorously evolving and pivoting their businesses for the greater good.
Marketing Through Mayhem: Peloton
The Peloton brand is synonymous with live-streamed and on-demand at home workouts, whether it be spin, treadmill training or yoga. Peloton is also known for its holiday advertisement that didn’t sit with consumers. Today the brand is a leader in how people should quickly react and respond with positive intentions given the current pandemic.
Peloton has acknowledged the difficulty in finding available exercise opportunities during quarantine and has started offering a free 90-day trial of its subscription workouts. The trial, which doesn’t require people to own a Peloton-branded treadmill or bike, lets people try cycling, yoga, meditation, stretching, strength training, and other classes.
Peloton’s unique selling proposition is its live-streamed group classes that people can take part in without leaving their homes. The brand said its live classes would continue, although without public attendees.
Marketing Through Mayhem: Planet Fitness
Similar to Peloton, Planet Fitness is also making strides in providing positive content for the community during uncertain times.
While every Planet Fitness club is temporarily closed, they are bringing the best of the “Judgement Free Zone” to the entire community. Planet Fitness is hosting “Home Work-Ins,” which are a series of free fitness classes for everyone offered on their Facebook page. The series is streamed live daily Monday – Friday at 7 p.m. ET and hosted by their trainers and surprise celebrity guests.
For anyone who can’t participate live, each workout will also be available to view on both the Planet Fitness Facebook page and YouTube channel after the broadcast is over. There is no equipment needed and all classes are 20 minutes or less.
Individuals may also download the Planet Fitness app which includes access to fitness content and more than 500 exercises that can be done at home!
Come back next week to read about other leading brands that are taking positive steps during this crisis on our blog.