#1Brand Positioning PE PELOTON#2P CONTENTS 1 Consumer target 2 Global positioning 3 Global positioning articulated in creative#3P TARGET CONSUMER Serious About Fitness Psychographics Prioritize fitness, workout 4+ times / week Enjoy the energy of workout classes Follow an exercise routine w/multiple types Demographics Spend $150USD+/mo, on fitness Typically live in big suburban areas 35-50 years old (avg. age 43) $100-150K+ HHI Typically married, with kids Highly educated#4CONSUMER PROMISE P MAKES YOU WANT TO SHOW UP REASONS TO BELIEVE An integrated experience designed to pull you in and ensure you literally show up. PELOTON FUNCTIONAL BENEFIT Entertainment and competition to show up at your best on your terms. EMOTIONAL BENEFIT A transformative experience so you show up as your full self all day long.#5BRAND VALUES (what we're Always On Peloton is the gold standard for "always being there for our Members. We commit to delivering Peloton-grade experiences every time, because our Members deserve what they've shown up for Captivating Peloton blends performance and entertainment at every touchpoint, in a uniquely ownable way that empowers Members to show up. Our instructors inspire, our experience immerses, and our products are awe-inspiring known for) Empowering Welif our Members up, instead of breaking them down. We hamess their inner drive through celebration of their commitment to showing up. not through tough love. This trust Members have in Peloton empowering them to be better makes them stronger and more confident. Authentic We are Member-first and speak to them simply and conversationally, avoiding jargon. Although we are inspiring, we do so in a relatable, human natural way. We continue to evolve based on real-time needs of our Members, as well as, opportunities within technology, fitness, and culture Optimistic Peloton is inspirational, energizing, hopeful & hyped-up. Our legacy is bigger than our product With great energy and a positive spirit, we are committed to having a deep and significant impact on the world Premium Peloton has established itself as a premium brand through design and performance and excellence. Some proof points include: (1) premium hardware makes each product a key plece in the home, (2) state of the art streaming technology, and (3) world-class instructions. As such, we will protect and deepen our premium positioning as we expand internationally.#6WHO WE ARE / WHO WE ARE NOT We Are Motivating Modern Premium We Are Not Preachy A Fed Exclusive Authentic Enthusiastic Captivating Sterile Over-the Top Goofy Confident Inclusive Street-wise Aggressive Cultish Snobby Empowering Optimistic Community Religion Satisfied Cheep- A Fitness-Brand-#7WE ARE NOT A GIMMICKY FITNESS BRAND No Before & Afters No Cheesy Ads HAB PSC) ANYTIME <FITNESS. i ja tk, takta Not a Fad AcroYoga Don't talk Down THERE IS NO CRYING IN BOOT CAMP SUCK IT UP CAMPER. NO PAIN NO GAIN#8WHAT DOIL THE PRODUCT DO HOW DOES THE BEAND MAKE ME FEELT ALAKES HARD WORK FUH PUSHES ME TO EXCEL- LIKE NOTHING REMOVES THE AND METRICS THAT PUSH TOU BELONG TO ALWAYS READT MAWAT ALWAYS ON ENCOURAGING INNOVATIVE DESIGN PELOTON MAKES YOU WANT TO SHOW UP. LIKE CAN ACCOMPLISH CONNECTED COMMUNITY TOP THEN INSTRUCTOR TALENT CAPTIVATING Van GwarS COMPETITIVE WHOLLY IMMERSIVE FUE COMMITTED ENGINEERED FOR COMPETITION TECH-SAYYY DILCERNING HOW.HOULD I DESCRIBE THE PRODUCTI HOW DOIT THE BEAND MAKE HE LOOK!#9PRODUCT DO HOW DOES THE MAKES HARD WORK FUR PUSHES ME to DICEL LIKE NOTHING HIENT LIKE | BELONG TO SOMETHING REMOVES THE BARRIERS AND METRICS THAT PUSH TOU ALWAYS ENCOURACING LICE I CAN ACCOMPLIS ANYTHING O Most common marketing/communication entry points INNOVATIVE DESIGN PASSIONATE, CONNECTED COMMUNITY MAKES YOU WANT TO SHOW UP. TOP TIER INSTRUCTOR TALENT WHOLLY INMERSIVE CAPTIVATING COMPETITIVE ALFUNDAC COMMITTED ENGINEERED FOR TICH-SAVVY DISCERNING THE PRODUCT BEAND MAKE ME LOOK#10P HAVING A BALANCE OF PRODUCT AND EMOTIONAL STORYTELLING RELIES ON BRAND AWARENESS AND PRODUCT UNDERSTANDING Emotional-Led Product-Led "This is Peloton" "Morning Ride" 2014 - 16 "Hello. Let's Go." May 2017 "Give It All" 2047 Holiday 2017 "Better Is In Us" Spring 2018#1110:35 156 Makes Hard Work Fun Our brand is about making the hard work enjoyable. We visually represent this by heroeing our content and instructors while still always showing hard work (i.e. not a party on a bike) VX RIDE 191 42#12Pushes Me to Excel Metrics, the leaderboard, and our overall UX / engaging content show that Peloton will keep you motivated We also always intensity/our protagonists working hard#13C PELOTO Innovative Design Our creative dramatizes the beauty of the design of our bike and the technological advancements to reinforce "Innovative Design" while always showing in situ (not sterile product shots)#14Wholly Immersive Our marketing always shows the protagonist fully engaged and immersed in the class, not distracted doing something else. This is his/her escape. We portray the content as hero.#15BAND HADE HE FIELT WORK FUN PUSHES ME TO EXCEL LIKE NOTHING IN MY WAY SEMOVES THE BARRICAS LIKE I BELONG TO SOMETHING LEADERBOARD AND METRICS THAT PUSH TOU ALRATS READY ALWAYS ON ENCOURAGING INNOVATIVE DESIGH IFELOTOR MAKES YOU WANT TO SHOW UP. LIKE CAN &CCOMPLISH ANYTHING CONNECTED COMMUNITY TOPTIER INSTRUCTOR TALENT CAPTIVATING COMPETITIVE WHOLLY IMMERSIVE COFORUMS COMMITTED ENGINEERED FOR TECH LAYVY DISCERNING HOW WOULD I DESC THE PRODUCT How does the brand make me look?#16Tech Savvy... Peloton makes people feel "tech-savvy" reinforced by press coverage across tech and publications TE Tech Crunch Peloton is now a unicorn because of the spinning class craze circuit breaker Peloton to launch its smart exercise bike in the UK and Canada WIRED ars technica Give your home a smart gym with this connected workout equipment Peloton unveils new product beyond the bike at CES 2018 MANG THE This Tech Cycling Company Is Now Worth $1 Billion FAST COMPANY g gearbrain TEEMALItie THE MAN LAMPARAS#17Discerning... Our consumers feel that owning a Peloton is a badge that shows they have good judgement and are savvy, as confirmed by their reviews and social sentiment. 古古古古街 Dondon, PA New York, NY EXCELLENT BIKE AND EXCELLENT CUSTOMER SERVICE I used to go to spinning classes a few times! week, but they did not fit well into my schedule as I work nights. This blive is beautiful, smooth, quiet. The classes are fun, interactive, and there are so many to choose from Also, I had an issue with my be within the first week of receiving it and Peloton sent someone to my house to fix it immediately. I love this ble and also love the beyond the inde classes. So happy I bought this! PELOTON CHANGED MY LIFE! Instructors are great (my favorites are Jennifer Emma, Cody, and Matt, but all are terrific). Owning a Proton han been a life-changing experience ***** LIFE CHANGING PURCHASE#18WHAT DOES THE PRODUCT DO How does the brand make me feel? MAKES HARD WORL FUN TO EXCEL LIKE NOTHING IN MY WAY REMOVES THE BARRIERS LIKE BELONG TO SOMETHING LEADERBOARD AND METRICE THAT FUSH TOU ALWAYS ON LIKE | CAN SANTH FELOTON ENCOURACING ANYTHING INNOVATIVE DES CH PASSIONATE, CONNECTED COMMUNITY MAKES YOU WANT TO SHOW UP, TOP TIER INSTRUCTOR TALENT EXONERSHCd COMPETITIVE WHOLLY IMMERLIVE COMMITTED ENGINEERED FOR COMPETITION TECH-SAVVY DISCERNING HOW WOULD I DESCHIID HOW DOES THE EMOTIONDE QUERLEE#19N Committed... Our creative shows the work and intensity to reinforce that Peloton users are wholeheartedly dedicated.#20Like Nothing Is In My Way MENCE Teist Our storytelling always includes an "afterglow" moment post-workout that describes the positive feeling Peloton provides that you can take with you for the rest of the day#21Like I Belong To Something While we do not overtly about talk about the "community" of Peloton, we do leverage copy like "never ride alone", show the leaderboard and show multiple riders to reinforce that you are a part of something bigger 79 188 2441 42 www 1 Jonatha Sophie 365 Matthew.324 372 391#2212 Like I Can Accomplish Anything Our creative weaves in content on and off the bike allowing you to be your best for the whole family...brought to life in an authentic, human way ...oozing with optimism,#23RECAP 1. Convenience & efficiency (24/7 with a 2 minute commute) Being able to workout when & how you want in a way that fits around your life 2. The bike itself (Premium design, state-of-the-art tech) Fully justifying the cost and then some. In fact, it's amazing value for what you get out of it. Potential buyers will have no point of reference except our advertising/promotions so we need to make it sing. 3. Variety of class Being able to change your workouts resonates well in research. No matter your time limits/ goals/ music preferences/ attitude, there is always a class and instructor that suits you. 4. The instructors (Best-in-class, motivational and inclusive) Along with the bike we see this as our most important asset. Ultimately, our instructors begin to have a "celebrity status" amongst their riders/ followers because of their aspirational attitude, look, and captivating quality of their workout. 5. Live performance metrics (Emertainment & results) Our target - Serious About Fitness are more likely to stay committed and 'show up' knowing they can track their progress. 6. Community Shared experiences are hugely popular and research shows people are more motivated/accountable / fulfilled when they work out together, with friends and in shared spaces.