When a Brand Gets Latin Heritage Month Right: Peloton's Thoughtful Approach
Marketing today isn't just about selling a product, but about telling a story that resonates with audiences. A prime example of this storytelling mastery is Peloton's celebration of Latin Heritage Month. More than just a fitness brand with an array of equipment, Peloton's real strength lies in its unparalleled ability to foster community. Just glance at the array of name tags members can adopt to connect over shared interests or identities: #PelotonMoms, #BlackLivesMatter, #PelotonDads, #PelotonNewbies, #ThunderSquad, #RobinsWolfPack, #MaggieMakers, and #TundesTribe, to name a few.
Since 2019, Peloton has seamlessly incorporated Latin Heritage Month into its annual class calendar. This acknowledgment isn't just about ticking a box for a month—it's about what Peloton practices throughout the year as a brand. Robin Arzón, the Vice President of Fitness Programming and instructor, was instrumental in launching classes in Spanish, led by instructors like Rad Lopez, Mariana Fernández, and Camila Ramón who also coach in English. The brand also boasts a lineup of Latin instructors in their mainstream English-speaking classes, such as Hannah Corbin and Jess King, ensuring that for every instructor, their personal identities, family immigrant experiences, and life stories are celebrated year-round, not just during LHM.
Robin Arzón, Vice President of Fitness Programming and instructor.
“The energy of a thousand abuelas are with me,” Robin Arzón told TIME Magazine. “I carry my mother’s story as a Cuban refugee and my father’s Boricua legacy with me.”
Beyond the Latin instructors, others like Tunde Oyeneyin and Adrian Williams also join the celebration. Their genuine love for Latin music, drawn from their upbringing in Texas and New York respectively, is palpable and infectious.
Throughout the year, the vibrancy of Latin music punctuates the playlists of numerous Peloton classes, ensuring that the rhythm, soul, and essence of Latin culture remain an evergreen presence.
But Peloton's LHM acknowledgment isn't exclusive to the Latin community. They celebrate Black History Month, Asian Pacific Islander Month, PRIDE, Juneteenth, Father's and Mother's Day, and Made For Canada, among others, ensuring a broad celebration and inclusivity-driven strategy.
In addition to the classes, themes, and music, Peloton rewards its community members with specially designed badges upon participation. These badges eschew lazy caricatures and stereotypes of the Latinx community. Instead, Peloton opts for elegant designs that encapsulate the broad and diverse definition of what it means to be Latinx, shining a light on its rich tapestry, devoid of clichés and reductive imagery. They stand as a clear signal that the brand recognizes, understands, and deeply respects the culture it's celebrating.
Peloton’s Latin Heritage Month 2023 badge.