In a new North American campaign, Peloton instructors are shown urging people to move, as well as promoting the versatility of the company’s products.

“Yes I Can” spotlights the important role relatable instructors like Tunde Oyeneyin (pictured) play in motivating and empowering its members. It also shows a variety of users (with different challenges to overcome) doing workouts in home gyms, garages, offices and even classrooms, with a teacher practicing deep breathing through the Peloton app.

Rance Randle, global head of creative, tells strategy that the brand wants consumers to see Peloton as a fitness solution for anyone, anytime, any place.

“The goal of our brand evolution is to show the entirety of the Peloton portfolio, which includes both equipment and the app,” Randle says. “We are not moving away from hardware, more so trying to broaden the perception of Peloton to reflect all 16 modalities we offer.”

In May, the company used its “Anytime Anywhere” positioning to relaunch the brand with this idea in mind. The goal was to better represent Peloton and change the perception that it is solely an in-home bike company.

“We very much see this positioning in ‘Yes I Can’ as we highlight five different people taking their Peloton workout where and how they want – from a meditation on the app at work to a run on the tread in their home garage.”

During lockdowns, Peloton introduced its first-ever tagline – “Motivation That Moves You” – promoting the company’s community angle, as it strived to make at-home fitness relevant.

As Peloton evolves, Randle says the brand is looking to show the honest imperfections that come with working out, adding that it was able to go deeper with its storytelling via a 60-second spot. The “Yes I Can” spot also comes in 0:30s and 0:15s cuts, which are what will be used in Peloton’s TV placements across North America. The shorter spots also show up in OTT, paid social, streaming audio and OLV.

“One thing we’ve been testing in Canada this year is OTT,” Randle says. “We’ve seen it as a tried and true investment in the U.S. market and, based on our data, we saw that it would translate to the Canadian market.” Podcasts, he says, have also been an extremely efficient channel for the brand in Canada, so it continues to invest there.

The campaign was produced in partnership with creative agency Stink Studios. Peloton also works with the Canadian team at Horizon Media and iProspect and continues to “evaluate and evolve its media mix” based on local market insights.