This month marks my fourth anniversary as a Peloton bike owner (#jrock). It also marks the company’s largest backlash to date. Hundreds of media outlets from AdWeek to The New York Times are covering the controversy over “The Gift That Gives Back”.
The first time I saw the TV spot, I didn’t find it polarizing or noteworthy in any way. However, I did notice it was one of the first moves away from Peloton’s equipment and technology focus to the heart of what gets many riders motivated – a sense of accomplishment they can share with a community.
We don’t know the backstory of the husband and wife. Maybe she simply had a Peloton on her holiday wish list. We also don’t know how many hours she works outside of the home or if she fell out of her fitness routine after having a child. Maybe she’s struggling and wanted to incorporate exercise into her life to help with her mental health. And it’s entirely possible she wanted a bike because she had a fitness goal, even though she appears to be “in shape”. People work out for a multitude of reasons aside from wanting to lose weight.
What surprised me more than the spot or people’s reaction was Peloton’s snail’s pace reaction to the non-stop stream of stories being written about its intent. Certainly, the company’s executives and marketing/communications team knew precisely the thinking behind the ad and why they felt it would resonate with prospective bike owners. I believe it also addressed one of the issues that’s a barrier to purchase – the fear over whether or not the equipment will become an expensive clothes hanger. Showing someone start and stick with a routine for a year is motivating. I bet they thought their largely female and devout members would see themselves in the woman making time for herself.
When Peloton finally released a reactive statement to CNBC, it was not an apology or an admittance of wrongdoing, but rather an expression of disappointment about the misinterpretation of the ad. While I believe the statement came late and was clumsily written, I respect the brand for standing by the spot many did not see as sexist or promoting elitist entitlement. Had Peloton responded sooner and with a much clearer explanation of the ad’s intent, I think it could have lessened the backlash.
The buzz caused by the dustup around the commercial certainly bought Peloton to the forefront of pop culture – even earning it a mention during SNL. As the company continues to grow at a rapid pace and increase its exposure, it will be interesting to see how its PR and advertising also evolves.