Is Peloton Interactive looking to celebrity influence to crawl its way out of the tumultuous ups and downs it has experienced this year?
It seems so as the struggling fitness company has signed Ashton Kutcher for its new “Our Future Selves” series, where the actor and entrepreneur is seen interviewing and hosting training sessions with Peloton trainers and celebrities.
The team up seems to go deeper than just a sheer attempt to revive the Peloton brand. For one, Kutcher appears to be leveraging the show to train for the upcoming 2022 TCS New York City Marathon held on November 6, 2022. In addition, he’s looking to find ways to help raise funds for his nonprofit, Thorn.
The company’s decision to partner with Kutcher is founded on the fact that he has been a passionate user of Peloton and could help the company raise brand awareness.
“Having Peloton instructors get me marathon ready has been incredible and creating this series has been a blast,” said Kutcher. “I’ve talked to brilliant actors, musicians, writers, athletes and doctors about what keeps them going and their ‘why.'”
In the new 16-episode series, celebrities will be seen running and training on the Peloton Tread alongside Kutcher and a Peloton coach. Kim Kardashian, Natalie Portman, Kenny Chesney, Thomas Rhett, Allyson Felix, Jon Batiste and Chris Paul are all scheduled to appear in the series. The episodes will run over the course of 10 weeks.
Kardashian, the 12th most followed person on Twitter with 73.5 million followers and the seventh most followed account on Instagram with 329 million followers, was just teased for the upcoming series.
In the teaser, Kardashian is seen walking on the Peloton Tread in her platinum blonde wig, raving about the fact she doesn’t sweat.
The question here is whether the move to feature a wave of celebrities is the right move for the company looking to revive its struggling business. If so, is their current approach appropriate?
While Kutcher seems to have organic ties to the brand, consumers today want to see authentic and relatable content. As such, is featuring celebrities like Kardashian the most sensical approach?
It is worth noting that Kim and Khloe’s workout, which was featured on their Hulu reality series, went viral on TikTok as TikTokers began questioning their form and overall workout routine.
With Peloton’s stock down 90%, the company might want to revisit its current approach of simply throwing its marketing dollars at influencers for brand awareness and instead continue its thoughtful approach with Kutcher and why the relationship made sense to begin with. That said, Peloton should implement that same strategy within its guest lineup.
Featured photo credits: Peloton