US Fitness Brand Peloton Spins into the UK with First Campaign from Dark Horses

The US fitness technology brand Peloton is launching its first UK ad campaign with the help of London-based sports creative agency, Dark Horses.

The multi-channel campaign, which launched in halftime of the England vs Japan autumn international rugby match on Saturday, is directed by Laurent Chanez and produced by Park Pictures. The high intensity, attention grabbing piece of film, using Chanez’s evocative visual style, leaves the viewer feeling breathless.

Peloton have already disrupted the US fitness industry with its revolutionary in-home workout, with member numbers for its live and on-demand spin classes recently hitting one million.  

For its UK campaign, Peloton have turned to Dark Horses to help them bring the fully immersive workout experience to viewers across the country. The 30-second TV spot which transports the viewer into a Peloton class led by Leanne Hainsby, one of Peloton’s first British instructors, shows a woman in London and a man in Edinburgh taking the high intensity class from the comfort of their own homes.  

Using visceral, fast-paced visuals to bring to life the unique and high octane experience of a Peloton class, the viewer is given a taste of what a Peloton ride is really like. The spot is set to a remix of the British indie pop anthem Banquet, by Bloc Party, which the band is currently taking on an anniversary world tour. 

Alongside the campaign, Peloton is simultaneously launching six retail showrooms across London: Westfield, Canary Wharf, Kings Road, Marylebone High Street, Spitalfields and St Pancras. The bikes, which retail at £1990 plus £39 per month for the unlimited class subscription, which includes cycling, as well as 'floor' workouts such as strength, stretching and yoga, will be available to try in-store. Peloton’s flagship UK location, and site of its first UK-based cycling studio, will be Peloton House on Floral Street in Covent Garden. For a limited time, those curious to try the bike can book themselves a free 30 minute test-ride.

Kevin Cornils, International MD at Peloton, comments: “From the moment we saw them pitch, we knew that Dark Horses were going to go the distance for us. We love that they are a young brand, much like ourselves, and we’re looking forward to working together as we bring our brand to life outside of the US.”

“To launch such a disruptive brand we knew we had to create something that would stand out in the ad break. We know that once people take a ride on a Peloton bike, they understand it’s worth the investment - that’s why we wanted to try to recreate the intense feeling you get being inside a class.

Simon Dent, MD & founder of Dark Horses, says: "It has been a great pleasure to work with Peloton on their UK launch. Despite being a young brand, they are already hugely popular with a massive, dedicated following in the US. They are disrupting the fitness category, and continually striving for great creative.”