Peloton wanted to deepen community connection by spotlighting real members and their stories. Using the brand’s essence of “unlocking human power”, I led storytelling from concept to execution for their Member Stories UK campaign, interviewing Peloton’s community to bring their unique narrative of transformation, motivation and resilience to life.

Shaping these stories with authentic, community-driven reports strengthened brand loyalty and engagement. This paid and organic social campaign increased social interactions, resonated with Peloton’s core audience, and reinforced its premium positioning.

Creative execution:

• Content Strategy & Concepting: Worked with the US creative team to evolve a storytelling framework for international markets and shaped how Peloton showcases real user experiences to its target audience.

• Video Production & Interviews: Cast and led on-screen interviews to craft compelling member stories.

• Social & Digital Copy: Wrote video scripts, storyboards, interview questions, and supporting email, paid, and organic social content.

Impact:

• Strengthened Peloton’s brand authenticity by centering real voices.

• Crafted relatable, high-impact storytelling that resonated with both existing and new audiences.

• Reinforced Peloton’s brand positioning as a community-first, high-performance, and premium fitness service.