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Too bad for Peloton that cycling is a Summer Olympics sport.

The fitness company this week is starting the largest marketing push in its six-year-history, a campaign that will include TV commercials during the Winter Olympics, live-streamed classes from South Korea and new brand messaging. Rather than focusing on its product, home stationary bikes that live-stream classes to an attached screen, Peloton’s new theme of “Better Is in Us” is meant to elevate the brand and what it can do for customers.

Maybe the summer games would have been a better fit, but Peloton marketers felt that the time was right.

Continue reading at AdAge.com