Every new year is an «official» chance to change something in your life. That`s why Peloton Cycle wanted its stuff to share their New Year’s resolutions on YouTube in January 2016. So, does Peloton have success now?

First of all, should start from the answer: the company claimed on the 1st place on the Crain’s New York Business 2016 Fast50 last month. Peloton, which had revenue of $1,528 in 2013 and $43.2 million in 2015, could increase its revenue with growth rate about 2,829,405 percent. This information talks without unnecessary words.

Peloton Cycle. New Year's Resolutions On YouTube

Peloton Cycle. New Year's Resolutions On YouTube

Founder and CEO John Foley describes Peloton as «a software, hardware, and content company.» John Foley is an ambitious and good cyclist, in 2012 he and his wife has created this company because of feeling the necessary of sport time in their lives but, unfortunately, with no free time to go to the gym. He launched indoor cycling with progressive technology and high-energy rides. The principe is easy: you buy a bicycle and take group fitness classes which can find on special videos. Peloton has 20 national retail stores and streams 12 hours of content every day from its Chelsea cycling and production studio.

«It’s like a Netflix library, but for fitness classes,» Foley joked. How does it work? «Users can live stream the subscription-based classes or watch them on demand. Touchscreen tablets on the bikes allow riders to monitor their performance and get immediate feedback from instructors.»

By the way, these videos include great cycling experts who motivate viewers very well. Of course, it`s not cheap. According to Inc. magazine, some Peloton instructors earn a six-figure salary for teaching between 10 and 15 classes a week.

«Celebrity matters so much in this world,» Foley said. «Think about Williams-Sonoma selling a new blender from [chef] Mario Batali. Batali is all over social media. It’s effectively a co-branded sponsorship between two brands. The same goes for the New England Patriots and Tom Brady. For us, the other brand is our celebrity instructors. We try to have a balance between both.»

Peloton Cycle. New Year's Resolutions On YouTube

Peloton Cycle. New Year's Resolutions On YouTube

Peloton uses social medias very actively to show the instructors and proud of them. Marketers of the company considers all: creative, photos, videos and many more. For example, On Instagram and Facebook, Peloton uploads one to three posts per day. On Snapchat (@pelotoncycle), which is the main media channel, Peloton posts some clips, nice photos of special events and videos of its instructors daily. The experts not only teach people but they can motivate and refresh the brand’s ethos.

«A lot of what we do is focused on telling the Peloton story on different outlets,» said Carolyn Tisch Blodgett, VP of brand marketing, «and really using our instructors as brand ambassadors as the voices of Peloton.»

Peloton has more than 35,5k followers on Instagram. It`s a wonderful result for this young company. Also, the instructors develop the account. Many of them instructors have their own hashtags as #LoveSquad to help riders find their content or have Facebook fan pages.

Peloton Cycle. New Year's Resolutions On YouTube

Peloton Cycle. New Year's Resolutions On YouTube

Peloton Cycle. New Year's Resolutions On YouTube

«They have big personalities, and we like when they come out.» Foley said. «But we have close to one hundred and eighty-four thousand global members now, so we have to give [our instructors] some assistance with managing their online presence.»

If riders want to watch it online and ask about something, they can use Google Hangouts, but if they lose a translation, it`s ok – find a collection of videos including workouts, healthy recipes, and motivational messages on YouTube.

Peloton promotes its seasonal scenic rides on Twitter and uses iPhone and iPad applications for streaming. «We’re trying to be creative with new forms of media that fall somewhere between earned media and more traditional marketing,» Foley said. Other media investments include Facebook ads, retargeting, search engine marketing, email marketing, TV and print.

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