CHALLENGE
As Peloton expanded into Germany in 2019, the launch of its German instructor team marked a key brand moment. The challenge was to create a distinctive ident that felt locally relevant while staying true to Peloton’s global identity - and to roll it out seamlessly across CMS, CRM, and social for three instructors, starting with Mila Lazar.
IDEA
The process involved curating headshots in line with Peloton’s instructor brand standards for CMS applications, including Facebook class share assets, instructor profile pages, instructor listings, Spotify playlist covers, and avatar imagery.
A new ident system was developed for CRM touchpoints, spanning hardware notifications and in-app messaging to ensure consistency across the user journey. The rollout was completed with a suite of social assets, including 9:16 story formats, blog visuals, instructor Facebook assets, and in-feed variations - delivering a cohesive presence across every channel.
Working alongside Tim Kay, Sarah Leeming and Carol Sebben.
OUTCOME
The launch successfully supported Peloton’s expansion into the German market, driving a measurable increase in new customer acquisition - particularly among German-speaking audiences.
The localised instructor ident strengthened brand relevance and trust, contributing to new member sign-ups and increased engagement within Germany. By combining cultural nuance with global brand consistency, the launch helped establish a strong foundation for Peloton’s growth in the region.
All CRM, CMS, social, photography and video assets are owned by Peloton