Bike-sharing company Peloton responds to Netflix spot mocking gym culture

The bike-sharing brand Peloton has started a digital fight with Netflix in response to the streamer’s “And Just Like That” spot that mocked the idea of going outside to exercise at all. The ad, which aired this week during the World Cup, shows women who start their run outside and suddenly find themselves in a Peloton studio, with Peloton bikes and crowds of people. Peloton isn’t taking the comments lying down.

“We don’t believe we should be used to promote other companies, whether it’s cycling clubs or trainers,” Rob Smith, vice president of brand and social for Peloton, told The New York Times. He explained that the company “doesn’t want to be seen as what I would call ‘the Uber of studios’ so we’re getting a little more clever.”

The company announced it was planning to make (spoiler alert) a soon-to-be released documentary about Peloton and is now appealing to users to sign up. “We want our communities to help us choose which Peloton studio to host, but if the community wants to party, drink beer and eat pizza outside in one of our bike parks … we’re more than happy to welcome them to do so,” it says on the company’s YouTube page.

Get ready, Netflix! Watch Peloton’s forthcoming documentary about the addictive quality of cycling: https://t.co/Kk8TS5mYug pic.twitter.com/LZl4yZOzrd — Peloton (@PelotonBike) July 14, 2018

Needless to say, the news went over well with commentators, with a notable share of positive comments along the lines of, “Breathe in, you guys are doing a brilliant job at trolling them and I’m happy for you guys,” and “Congrats for maintaining your badass ‘I hate Netflix’ slant to your advertising and you are the future of streaming services. This spot is genius!”

Peloton, who bills itself as the “perfect mix of performance, community and flexibility,” started the company just over a decade ago. The upmarket bike-sharing company currently operates in eight cities, including New York, Los Angeles, San Francisco, Miami, Boston, Chicago, Seattle and San Diego. According to Bloomberg, Peloton sold a million bikes in 2017 and is valued at $2.7 billion.

Read the full story at The New York Times.

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