Led the multi-channel, go-to-market strategy for Peloton’s market entry into Australia, including high-impact integrated marketing campaigns, establishing physical retail presence and strategic localised partnerships to introduce the global connected fitness brand to Australian consumers.

Key Results

Sales Performance: +74% vs. Target for Go-To-Market Launch

Brand Awareness: +17% increase in Aided Brand Awareness within 12 months

Launch pillars

Integrated Brand Launch "Train Like A Champion" campaign

Timed to coincide with the Australian Summer sports calendar launched the integrated "Train Like A Champion" campaign featuring world-class sprinter Usain Bolt to anchor campaign creative across digital, social, and out-of-home media channels. The campaign included interactive community engagement, inviting members and non-members to train alongside top athletes via curated athlete recommendations, customised playlists, and interactive digital leaderboard activations.

Launched Physical Retail footprint - 1P & 3P

Launched direct-to-consumer and retail partnership distribution network to drive trial, leads and conversion and to physically introduce Peloton to Australians. Launch of owned retail flagship stores, and partnership with David Jones expanding reach across major metropolitan footprints. Onboarded local BNPL/Fintech consumer finance partners at launch to reduce entry friction and streamline checkout conversion.

PR, creators and localised Experiential launch events

Planned and executed full-scale media and creator launch events across Sydney and Melbourne to build organic brand affinity and thought-leadership positioning. Hosted press briefings and live workouts led by Peloton Global Instructors and company spokespeople, cultivating direct relationships with Tier 1 media, wellness creators, and key industry opinion leaders. Brought the global experience home to Australian culture through localised product features including dedicated "Aussie rides" and specialised playlists featuring iconic Australian music (e.g. AC/DC).

Apparel & Influencer Strategy

Introduced Peloton’s private apparel label to the Australian market by building a fashion-forward go-to-market stream. partnered with top-tier fashion, lifestyle, and fitness creators to showcase high-performance activewear across social channels. Collaborated with activewear designers to align localised merchandise drops with seasonal Australian fitness consumer moments.