## Peloton’s DEI Journey: From Olympic Rowers to NFL Stars
Peloton, the fitness company known for its stationary bikes and rowing machines, has been making headlines for its approach to diversity, equity, and inclusion (DEI). Let’s delve into recent events and analyze how the company’s actions might affect its future.
A Question of Qualifications
In a previous article, we discussed Peloton’s seemingly unusual hiring decision: choosing a non-Olympic rower, Ash Pryor, as an instructor over Nick Mead, an Olympic gold medalist. While Peloton instructors can earn substantial salaries, reaching up to $1 million annually, Pryor’s selection raised eyebrows. Her Peloton bio prominently identifies her as a black woman, which aligns with the company’s previous advertising efforts to feature diverse individuals.
Shifting Gears: NFL Stars and a New CEO
However, recent developments suggest a potential shift in Peloton’s DEI strategy. The company has launched a new ad campaign featuring retired NFL defensive end JJ Watt and his brother, current NFL defensive end TJ Watt. The campaign’s genesis lies in JJ Watt’s surprise at the difficulty of a Peloton class he took a year ago, showcasing the brand’s appeal beyond a niche fitness community.
Peloton’s appointment of Peter Stern, a seasoned executive with experience at Ford Motor Company and Apple Fitness+, as its new CEO, adds another layer to the company’s evolution. Notably, Stern was a Peloton user before joining the company, highlighting a commitment to the brand’s product.
A Look at the Numbers
These changes coincided with a significant surge in Peloton’s stock price, jumping nearly 28% after the company reported an earnings beat. This indicates potential investor confidence in Stern’s leadership and the effectiveness of the company’s new marketing strategies.
The Takeaway: Evolving DEI Strategies
Peloton’s evolving DEI approach raises interesting questions. While previous efforts focused on highlighting diverse individuals, recent marketing campaigns embrace a broader appeal. It remains to be seen whether this signifies a long-term shift in the company’s DEI strategy. As Peloton navigates this new landscape, its commitment to inclusivity and its ability to attract a wider audience will be key factors determining its future success.
