Peloton, which sparked a fitness craze, used some savvy marketing moves to get itself to an IPO-ready place.
It's not just the buzzy bike maker's losses that have been on the rise — its advertising expenses have been on the upward trajectory as well, up by 114.1% year-over-year between 2018 and 2019.
Peloton's rise has been aided by a specific demographic of customers, namely the people 44 and under that trade group IAB has identified as the target audience for DTC brands like Peloton.eleased the documents it had previously filed confidentially for an initial public offering But it's not just the buzzy internet-connected stationary bike maker's losses that have been on the rise — its advertising expenses have been on the upward trajectory as well.Peloton shelled out $324 million on sales and marketing in fiscal 2019, the company reported, up by 114.1% year-over-year from $151.4 in 2018. This increase in sales and marketing expenses is in line with other companies that have recently gone public, such as office coworking company WeWork, which spent $378.
"As television advertising, online, and social media platforms continue to rapidly evolve or grow more competitive, we must continue to maintain a presence on these platforms and establish a presence on new or emerging popular social media and advertising and marketing platforms," the company wrote in its S-1., Peloton's senior VP of brand, has helped the brand stand out in a crowded fitness landscape by using a mix of TV, digital, radio, and even billboards.
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