PRODUCT LAUNCH

The ask:

Peloton needed to push beyond cardio. With the launch of the new app surface Strength+, kettlebells became the next major training modality - a key opportunity to reposition the brand.

The challenge was to bring in a new audience while educating existing members, clearly differentiate Strength+, and build momentum for what was coming next.

The work:

I led creative direction and go-to-market content strategy for the launch, partnering across product, brand, instructors, social, music, partnerships, and legal.

The work included teasers and launch films, social-first content, instructor toolkits, and a sustained content cadence designed to generate excitement and carry the launch beyond day one.

The impact:

• 4x higher engagement than Peloton’s baseline social performance

• Earned major tech and fitness press

• Drove record participation on Strength+, helping shift brand perception from cardio-only to strength.