![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/606378b9178906662268dbcb_13X%20Growth%20of%20a%20Peloton%20Fan%20Club%20%20%E2%80%94%20Peloton%20%E2%80%94%C2%A0Connected%20Fitness%20%E2%80%94%20Q1%202021.png)
13X Growth of a Peloton Fan Club
Key Takeaways
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Peloton understands the value of close-knit engaged communities and facilitates its instructors and users to organize themselves into clusters. In Spring 2020, the brand launched a Tag feature that enables communities to compete in the leaderboards. These small communities revolve around instructors, lifestyles, hobbies, occupations and user locations.
Web – Pelo Buddy, an Independent Website About Peloton, Saw its Traffic Skyrocket in 2020: Pelo Buddy is an “all-about-Peloton” website, that covers recent news, rumours and sells Peloton gear. The website has seen a 13X traffic increase in 2020. Pelo Buddy has an SEO-focused content strategy and leverages buzz keywords and captures organic searches. 83% of Pelo Buddy’s web traffic comes from organic search channel. Pelo Buddy recently launched a podcast that airs on YouTube and gets distributed to all major podcast platforms. Almost every episode touches on some instructor-related topics, whether that’s rumours about a new coach joining the crew or events from their personal lives.
Organic Social – Instructor Fans Unite in Facebook Private Groups: Cody Rigsby has the largest private Facebook group with 48K members. The community refers to themselves as #BooCrew and shares personal milestones, support and encourages each other to keep going. Group members also discuss other instructors and seek to sell/exchange #BooCrew branded merchandise. Other instructors have slightly smaller Facebook communities with up to 15K members who are also less active (adding up to 10 new posts per day vs. ~100 posts in Cody’s group).
Independent Internet – Instructors Host Live Q&A Reddit Sessions: Peloton has a 168K Reddit community that has seen a +168% YoY growth in 2020. Redditors most often mention instructors in their discussions and comments. In February 2020, Ben Alldis hosted a live AMA (ask me anything) session on the r/pelotoncycle subreddit. There were 565 comments in the thread and 1.2K upvotes.
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Peloton recognizes the value of the community and the impact it has on bringing new customers. The brand highly encourages the development of self-organized fan groups and communities.
Peloton communities evolve around interests, fitness goals, locations and, of course, instructors.
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60b67bc12463ed331036f637_13X%20Growth%20of%20Peloton%20Fan%20Club%20%E2%80%93%C2%A0Millions%20of%20reasons%20one%20community.png)
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Pelo Buddy
Peloton’s cult-like following and community shine through multiple mediums. Pelo Buddy (not affiliated with Peloton) is an "all about Peloton" website that publishes brand-related news and sells equipment accessories.
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/609bfd5886848b0d62bde881_Pelo%20Buddy.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Pelo Buddy website traffic grew 13X year on year, reaching 185K visits in February 2021.
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60b67c0d824ec666fb4d4560_13X%20Growth%20of%20Peloton%27s%20Community%20%E2%80%93%C2%A0Pelo%20Budy%20website%20traffic%20grew%2013X%20.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Pelo Buddy’s growth relies on an SEO-focused content strategy. 81% of website visits come from the organic search channel.
![Website Traffic Channels](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/609bfd012d8a3915dcabebec_Website%20Traffic%20Channel.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Pelo Buddy publishes and frequently updates information on Peloton-related buzz topics, heavily leveraging trending keywords such as “Peloton rowing machine release” or “Peloton Black Friday” deals.
![Organic Keywords and Landing page](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/609bfe8a0744b479671cca70_Organic%20Keywords%20and%20Landing%20Page.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
In August 2020, Pelo Buddy launched a weekly podcast that airs live on YouTube and gets distributed via all major podcast platforms (Apple Podcast, Spotify, Google Podcast and 11 others).
![Pelo Buddy TV](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/609c04614422254395e63df0_Pelo%20Buddy%20TV.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Podcast discussions often center around Peloton instructors: rumors about new coaches, special edition classes and personal life updates.
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/609c070481558cadb723e811_Pelo%20Buddy%201.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/609c070fd6ca5d712ee65b68_Pelo%20Buddy%202.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/609c0717feb8639754079058_Pelo%20Buddy%203.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Pelo Buddy has a directory of all Peloton fan groups and team pages. While there is one official Peloton-led fan group, the rest are self-organized and fan-managed. Combined, these communities have hundreds of thousand members.
![Number of groups y interest](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/609c081b0562eb21e9cfd36e_Numbers%20of%20Groups%20by%20interest.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
How does Peloton support self-organized groups?
In Spring 2020, Peloton released the “Tags” feature that enables communities to unite in the Peloton app and participate in the leaderboards as teams.
![Tags Unite Us](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/609c087609b67aefee130aca_Tags%20Unite%20us.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
All instructor communities mentioned on Pelo Buddy are private Facebook groups.
#BooCrew, Cody Rigby’s fan group, has 48.6K members, which is 3X the size of the next largest fan account (Christine D’Ercole fan page).
![r'IDES OF MARCH](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/609c08ecd61652b5cbd0058f_4UKx10E7ik30lzopdjGjBXQJDFq51zRThUvNnAiCgcyPG_khK9ehe3CyAs92AXhlwBAIUM9AVbM4zkjgqdo9xv4XTU83AKooOnE1q1Eeb-Gto7zWk9Ro2Co7wTCSC_3yvgvoQrNAAHg.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Cody’s fans add more than 100 new posts every day. They humbly share their personal achievements and congratulate each other on completing another class.
![Personal Milestoones](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/609c098e85b39723cabc8904_Discussion%20resolve%20around.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
The community shares their thoughts about classes and discusses other instructors.
![Instruction Appreciaton](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/609c0a0a9724f900704f14ed_Instruction%20Appreciation.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
#BooCrew has their own merchandise that they look to resell to like-minded Cody Rigsby fans.
![#BooCrew Merchandise](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/609c0af942985a01d93cfd31_%23Boocrew%20Merchandise.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Other instructors’ Facebook communities are less numerous and active — accumulating up to 17K followers and posting 5-10 times a day.
![Facebook Communities](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/609c0b9ec97255074b041da8_Facebook%20Communities.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Peloton has a subreddit with 176K members, which has seen a +469% YoY growth in 2020.
![Subreddit Subscribers Growth](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/609c0c161c6c7659350e5962_Subreddit%20Subcribers%20Growth.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Instructors are the most discussed topic on the r/pelotoncycle subreddit.
![Top Keywords](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/609c0c60ff76467727954828_Top%20Keywords.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
How does Peloton support self-organized groups?
Instructors host Reddit live AMA (ask me anything) sessions to invigorate the community.
![Ben Alldis](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/609c0cbc82c24a0262220767_Ben%20Alldis.png)
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