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jerryking : peloton   3

Technogym steps up pace to win world fitness race
November 18, 2018 | Financial Times | Rachel Sanderson in Milan

Technogym, the Italian maker of top end gym equipment, is launching a new platform to broadcast live and on-demand workouts from top gyms worldwide as the race for fitness tech heats up.

The Milan-listed company, founded by owner and chief executive Nerio Alessandri in 1983, will launch Technogym Live in January starting first in the UK and Italy. It will allow owners of Technogym equipment fitted with broadcast consoles to watch cycling, running, rowing, boxing and boot camp classes from its partner fitness studios around the world.

The move comes as fitness has become a new frontier for the tech industry. Fitness streaming apps, such as audio app Aaptiv, connected to home equipment such as start-up Peloton Interactive stationary bicycles have become a big growth area.
fitness  gyms  Peloton  platforms  Technogym  connected_devices  wellness 
november 2018 by jerryking
How Peloton is Marketing a $2,000 Bike Beyond the Rich - WSJ
By Alexandra Bruell
Oct. 25, 2017

When Carolyn Tisch Blodgett joined fitness startup Peloton as its brand marketing lead a year-and-a-half ago, the company’s executives were focused on promoting the functionality of their product -- a $1,995 stationary bike with an attached tablet and a $39-a-month subscription service for access to live and on-demand classes.

What they were missing, however, was a compelling brand story about the bike’s convenience and its role in connecting riders around the country, largely through a leaderboard that displays rider data, said Ms. Blodgett.

“My challenge over the last year-and-a-half has been telling this brand story,” she said. “We wanted to bring the product to life but also the brand.”

Ms. Blodgett also conducted research showing that the company had been targeting a core, affluent audience, but overlooking a less affluent consumer who was willing to splurge on a convenient fitness habit.

Peloton is now shifting gears with a new financing program ($97 per month for 39 months for both the bike and subscription service), an ad campaign that’s more relatable to a diverse consumer base and an NBC Olympics sponsorship.
Peloton  fitness  storytelling  brand_identity  brands  data_driven  connected_devices  subscriptions  overlooked  overlooked_opportunities  functionality 
october 2017 by jerryking

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