Marketing Currents - Business and Marketing Current Events

Peloton brings fitness classes to TikTok in bigger push for Gen Z


Peloton will develop custom content for TikTok as part of a new agreement with the popular social media app, according to a press release.  

Click here to read the story at

Discussion Questions:

  1. What type of business is Peloton?
  2. Why do you think they offer some classes that don’t require consumers to use Peloton equipment?
  3. Post-pandemic, the demand for in-home fitness equipment has declined. How might that lead Peloton to change up their business plan?
  4. What is market segmentation?
  5. What are the different ways a business or brand can segment a market?
  6. What type of demographics might represent Peloton’s traditional, core customer?
  7. What does it mean to “pivot” in business?
  8. In the last year or so, Peloton has focused more on its subscription service and class offerings than equipment and worked to position the brand as more of a software company. How might that represent the concept of a business pivot?
  9. What is a target market?
  10. Who is Gen Z?
  11. Why might Peloton be interesting in reaching more Gen Z consumers?
  12. How might a stronger presence on TikTok help Peloton to reach more Gen Z consumers?
  13. Using information from this news story, describe Peloton’s partnership with TikTok.
  14. Do you think that strategy will help the company to reach more Gen Z consumers? Why or why not?
  15. If you were advising Peloton on ways to reach more Gen Z consumers, what would you suggest? Be prepared to share your ideas in class.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.