{"id":16335,"date":"2022-10-31T14:09:37","date_gmt":"2022-10-31T18:09:37","guid":{"rendered":"https:\/\/d3.harvard.edu\/platform-digit\/?post_type=hck-submission&#038;p=16335"},"modified":"2022-10-31T21:52:28","modified_gmt":"2022-11-01T01:52:28","slug":"pelotons-shift-to-multidimensional-brand-at-the-right-timing","status":"publish","type":"hck-submission","link":"https:\/\/d3.harvard.edu\/platform-digit\/submission\/pelotons-shift-to-multidimensional-brand-at-the-right-timing\/","title":{"rendered":"Peloton&#8217;s Shift to Multidimensional Brand at the Right Timing"},"content":{"rendered":"\n\n\n<p><strong>Peloton?<\/strong><\/p>\n\n\n\n<p>Peloton Interactive Inc, formerly Peloton Interactive LLC is a US-based exercise equipment and fitness media company known primarily for its flagship products, the Peloton Bike, and the Peloton Tread. Though it was founded on Kickstarter a decade ago, Peloton has grown exponentially over the past few years, especially as the COVID-19 pandemic forced people to work out efficiently at home. The company\u2019s first-of-its-kind subscription platform allows users to stream fitness classes that they can take part in from home using their Peloton hardware.<\/p>\n\n\n\n<p>Anyone who owns a Peloton Bike can subscribe to the service and take part in Peloton-exclusive indoor biking classes. Similarly, anyone with a Peloton Tread can attend live or on-demand indoor running training sessions.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\" \/>\n\n\n\n<p><strong>Product Portfolio<\/strong><strong><\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\" type=\"1\"><li>Internet-connected stationary bikes and treadmills<\/li><\/ul>\n\n\n\n<p><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Sports apparel and accessories: cycling shoes, dumbbells, resistance bands, and fitness apparel.<\/li><\/ul>\n\n\n\n<p><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Connected fitness subscriptions (access to live and on-demand fitness group classes at home that are led by its instructors), and the Peloton Digital app (for household users to access its classes).<\/li><\/ul>\n\n\n\n<p><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><a href=\"https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2022\/10\/1_app.png\"><img loading=\"lazy\" decoding=\"async\" width=\"1000\" height=\"504\" src=\"https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2022\/10\/1_app.png\" alt=\"\" class=\"wp-image-16337\" srcset=\"https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2022\/10\/1_app.png 1000w, https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2022\/10\/1_app-300x151.png 300w, https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2022\/10\/1_app-768x387.png 768w, https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2022\/10\/1_app-600x302.png 600w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/><\/a><figcaption>                                 <\/figcaption><\/figure>\n\n\n\n<p>As of June 2022, the company had approximately 6.9 million members. Peloton Interactive sells its products directly to customers through a multi-channel sales platform that includes showrooms, inside sales, and e-commerce.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\" \/>\n\n\n\n<p><strong>Peloton Digital &#8211; Unique Value Proposition<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\" type=\"1\"><li>More than a stationary workout equipment<\/li><\/ul>\n\n\n\n<p>Peloton offers live classes just like traditional gyms or clubs would, but because it is multidimensional, the class serve 1. to simulate the feeling of group fitness, and 2. to create content to fill Peloton\u2019s virtual library, allowing members to choose the type of class, music, specific instructor, and length in a personalized bespoke exercise. It empowers members to control and exercise completely on their own terms.<\/p>\n\n\n\t\t<div class=\"embed-wrapper\">\n\t\t\t<figure class=\"wp-block-embed wp-embed-aspect-16-9 wp-has-aspect-ratio\"> \n\t\t\t\t<div\n\t\t\t\t\tclass=\"rkv-video-placeholder center\"\n\t\t\t\t\tstyle=\"background-image:url(https:\/\/img.youtube.com\/vi\/erqLKwwZCVE\/hqdefault.jpg);aspect-ratio:16 \/ 9\"\n\t\t\t\t\tdata-provider=\"youtube\"\n\t\t\t\t\tdata-video-id=\"erqLKwwZCVE\"\n\t\t\t\t><\/div>\n\t\t\t<\/figure>\n\t\n\t\t\t\t\t<\/div>\n\t\t\n\n\n<ul class=\"wp-block-list\" type=\"1\"><li>More than a group fitness<\/li><\/ul>\n\n\n\n<p>Virtual high fives, digital leaderboards, and challenging friends are just a few of the cues Peloton has taken from in-person group fitness. Peloton uses its virtual platform to create emotional and social value as its instructors and members can use Peloton for culturally relevant issues (for example Black Lives Matter movement in 2021) and form an affinity group by their interests or workplace. It excels in the reach and scale, and the physical act of exercising with like-minded people which amplifies the emotional value of the users.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>More than a playlist<\/li><\/ul>\n\n\n\n<p>Peloton is strategically becoming one of the forefronts of music culture. It collaborates with celebrities like Beyonce, Taylor Swift, and Cavin Harris to not only power the workout but also encourage a multi-channel experience by allowing favorite songs during class and automatically building a playlist in Spotify to revisit. It recognizes the value of music in the experience and designed the platform to amplify artistry and build community.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>More than individual goals<\/li><\/ul>\n\n\n\n<p>By leveraging the relationships instructors have with members, Peloton has created a sense of intimacy in a virtual space where many other digital platforms have failed. This intimacy is key in building platform stickiness and lifetime buy-in from members. To do this, Peloton instructors personally connect with members in class, and also on social media platforms. Often during the live taping of a class, instructors will call attention to a story shared by members on social media. This intimacy fosters a sense of true connectedness among members and the Peloton experience.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\" \/>\n\n\n\n<p><strong>After COVID and Sustainability<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Peloton&#8217;s Connected Fitness Products segment currently generates most of the company&#8217;s revenue, but its Subscription segment is more profitable and growing fast.<\/li><\/ul>\n\n\n\n<p><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2022\/10\/2_value.png\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"413\" src=\"https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2022\/10\/2_value-1024x413.png\" alt=\"\" class=\"wp-image-16338\" srcset=\"https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2022\/10\/2_value-1024x413.png 1024w, https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2022\/10\/2_value-300x121.png 300w, https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2022\/10\/2_value-768x310.png 768w, https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2022\/10\/2_value-1536x620.png 1536w, https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2022\/10\/2_value-2048x827.png 2048w, https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2022\/10\/2_value-600x242.png 600w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n\n\n\n<ul class=\"wp-block-list\"><li>The company announced a major business restructuring in February 2022 that includes plans to reduce its global workforce and scale back its manufacturing footprint.<\/li><li>Barry McCarthy was named Peloton&#8217;s new CEO and president on Feb. 8, 2022, replacing John Foley, who was named the company&#8217;s new executive chair.<\/li><li>Peloton announced that it would be reducing its global workforce by approximately 2,800 positions, and corporate positions by about 20%. Peloton also said it would reduce its manufacturing and delivery footprints and cut back its planned capital expenditures in 2022 by approximately $150 million.<\/li><\/ul>\n\n\n\n<p><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><a href=\"https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2022\/10\/3_growth.png\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"546\" src=\"https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2022\/10\/3_growth-1024x546.png\" alt=\"\" class=\"wp-image-16339\" srcset=\"https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2022\/10\/3_growth-1024x546.png 1024w, https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2022\/10\/3_growth-300x160.png 300w, https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2022\/10\/3_growth-768x410.png 768w, https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2022\/10\/3_growth-600x320.png 600w, https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2022\/10\/3_growth.png 1200w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n<\/div>\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\" \/>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\" \/>\n\n\n\n<p><strong>Reference<\/strong><\/p>\n\n\n\n<ol class=\"wp-block-list\" type=\"1\"><li><a href=\"https:\/\/businessmodelanalyst.com\/peloton-business-model\/\">https:\/\/businessmodelanalyst.com\/peloton-business-model\/<\/a><\/li><li><a href=\"https:\/\/dl.acm.org\/doi\/10.1145\/3460231.3474610\">https:\/\/dl.acm.org\/doi\/10.1145\/3460231.3474610<\/a><\/li><li><a href=\"https:\/\/sk.sagepub.com\/cases\/peloton-interactive-inc-valuation-during-a-global-pandemic\">https:\/\/sk.sagepub.com\/cases\/peloton-interactive-inc-valuation-during-a-global-pandemic<\/a><\/li><li><a href=\"https:\/\/sk.sagepub.com\/cases\/peloton-brand-damage-from-holiday-advertising\">https:\/\/sk.sagepub.com\/cases\/peloton-brand-damage-from-holiday-advertising<\/a><\/li><li><a href=\"https:\/\/www.academia.edu\/42974048\/A_Worldwide_Overview_of_the_Wellness_Economy_Market_The_Technogym_and_Peloton_Case_Studies?auto=citations&amp;from=cover_page\">https:\/\/www.academia.edu\/42974048\/A_Worldwide_Overview_of_the_Wellness_Economy_Market_The_Technogym_and_Peloton_Case_Studies?auto=citations&amp;from=cover_page<\/a><\/li><li><a href=\"https:\/\/nymag.com\/intelligencer\/2019\/12\/why-paying-more-for-fitness-is-part-of-pelotons-proposition.html\">https:\/\/nymag.com\/intelligencer\/2019\/12\/why-paying-more-for-fitness-is-part-of-pelotons-proposition.html<\/a><\/li><li><a href=\"https:\/\/digitalcommons.library.umaine.edu\/honors\/621\/\">https:\/\/digitalcommons.library.umaine.edu\/honors\/621\/<\/a><\/li><li><a href=\"https:\/\/sk.sagepub.com\/cases\/pelotons-safety-issues\">https:\/\/sk.sagepub.com\/cases\/pelotons-safety-issues<\/a><\/li><li><a href=\"https:\/\/www.musicbusinessworldwide.com\/peloton-has-lost-nearly-40bn-in-market-cap-value-in-the-past-year-could-apple-swoop-for-a-cut-price-acquisition\/\">https:\/\/www.musicbusinessworldwide.com\/peloton-has-lost-nearly-40bn-in-market-cap-value-in-the-past-year-could-apple-swoop-for-a-cut-price-acquisition\/<\/a><\/li><li>Peloton Interactive Inc. &#8220;PELOTON ANNOUNCES COMPREHENSIVE PROGRAM TO REDUCE COSTS AND DRIVE GROWTH, PROFITABILITY, AND FREE CASH FLOW&#8221;, <a href=\"https:\/\/investor.onepeloton.com\/news-releases\/news-release-details\/peloton-announces-comprehensive-program-reduce-costs-and-drive\">https:\/\/investor.onepeloton.com\/news-releases\/news-release-details\/peloton-announces-comprehensive-program-reduce-costs-and-drive<\/a><\/li><\/ol>\n","protected":false},"excerpt":{"rendered":"<p>COVID 19 has reduced the number of physical experiences people engage in, and in some cases this shift the virtual version potentially is more valued than the physical. Peloton is an exemplary multidimensional brand that ultimately married physical and virtual to improve people\u2019s experience of a product and service. <\/p>\n","protected":false},"author":19376,"featured_media":16336,"comment_status":"open","ping_status":"closed","template":"","categories":[],"class_list":["post-16335","hck-submission","type-hck-submission","status-publish","has-post-thumbnail","hentry"],"connected_submission_link":"https:\/\/d3.harvard.edu\/platform-digit\/assignment\/platform-variety-3\/","yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Peloton&#039;s Shift to Multidimensional Brand at the Right Timing - Digital Innovation and Transformation<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/d3.harvard.edu\/platform-digit\/submission\/pelotons-shift-to-multidimensional-brand-at-the-right-timing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Peloton&#039;s Shift to Multidimensional Brand at the Right Timing - Digital Innovation and Transformation\" \/>\n<meta property=\"og:description\" content=\"COVID 19 has reduced the number of physical experiences people engage in, and in some cases this shift the virtual version potentially is more valued than the physical. Peloton is an exemplary multidimensional brand that ultimately married physical and virtual to improve people\u2019s experience of a product and service.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/d3.harvard.edu\/platform-digit\/submission\/pelotons-shift-to-multidimensional-brand-at-the-right-timing\/\" \/>\n<meta property=\"og:site_name\" content=\"Digital Innovation and Transformation\" \/>\n<meta property=\"article:modified_time\" content=\"2022-11-01T01:52:28+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2022\/10\/0_logo.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1000\" \/>\n\t<meta property=\"og:image:height\" content=\"523\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/d3.harvard.edu\\\/platform-digit\\\/submission\\\/pelotons-shift-to-multidimensional-brand-at-the-right-timing\\\/\",\"url\":\"https:\\\/\\\/d3.harvard.edu\\\/platform-digit\\\/submission\\\/pelotons-shift-to-multidimensional-brand-at-the-right-timing\\\/\",\"name\":\"Peloton's Shift to Multidimensional Brand at the Right Timing - Digital Innovation and Transformation\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/d3.harvard.edu\\\/platform-digit\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/d3.harvard.edu\\\/platform-digit\\\/submission\\\/pelotons-shift-to-multidimensional-brand-at-the-right-timing\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/d3.harvard.edu\\\/platform-digit\\\/submission\\\/pelotons-shift-to-multidimensional-brand-at-the-right-timing\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/d3.harvard.edu\\\/platform-digit\\\/wp-content\\\/uploads\\\/sites\\\/2\\\/2022\\\/10\\\/0_logo.png\",\"datePublished\":\"2022-10-31T18:09:37+00:00\",\"dateModified\":\"2022-11-01T01:52:28+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/d3.harvard.edu\\\/platform-digit\\\/submission\\\/pelotons-shift-to-multidimensional-brand-at-the-right-timing\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/d3.harvard.edu\\\/platform-digit\\\/submission\\\/pelotons-shift-to-multidimensional-brand-at-the-right-timing\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/d3.harvard.edu\\\/platform-digit\\\/submission\\\/pelotons-shift-to-multidimensional-brand-at-the-right-timing\\\/#primaryimage\",\"url\":\"https:\\\/\\\/d3.harvard.edu\\\/platform-digit\\\/wp-content\\\/uploads\\\/sites\\\/2\\\/2022\\\/10\\\/0_logo.png\",\"contentUrl\":\"https:\\\/\\\/d3.harvard.edu\\\/platform-digit\\\/wp-content\\\/uploads\\\/sites\\\/2\\\/2022\\\/10\\\/0_logo.png\",\"width\":1000,\"height\":523},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/d3.harvard.edu\\\/platform-digit\\\/submission\\\/pelotons-shift-to-multidimensional-brand-at-the-right-timing\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/d3.harvard.edu\\\/platform-digit\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Submissions\",\"item\":\"https:\\\/\\\/d3.harvard.edu\\\/platform-digit\\\/submission\\\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"Peloton&#8217;s Shift to Multidimensional Brand at the Right Timing\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/d3.harvard.edu\\\/platform-digit\\\/#website\",\"url\":\"https:\\\/\\\/d3.harvard.edu\\\/platform-digit\\\/\",\"name\":\"Digital Innovation and Transformation\",\"description\":\"MBA Student Perspectives\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/d3.harvard.edu\\\/platform-digit\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Peloton's Shift to Multidimensional Brand at the Right Timing - Digital Innovation and Transformation","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/d3.harvard.edu\/platform-digit\/submission\/pelotons-shift-to-multidimensional-brand-at-the-right-timing\/","og_locale":"en_US","og_type":"article","og_title":"Peloton's Shift to Multidimensional Brand at the Right Timing - Digital Innovation and Transformation","og_description":"COVID 19 has reduced the number of physical experiences people engage in, and in some cases this shift the virtual version potentially is more valued than the physical. Peloton is an exemplary multidimensional brand that ultimately married physical and virtual to improve people\u2019s experience of a product and service.","og_url":"https:\/\/d3.harvard.edu\/platform-digit\/submission\/pelotons-shift-to-multidimensional-brand-at-the-right-timing\/","og_site_name":"Digital Innovation and Transformation","article_modified_time":"2022-11-01T01:52:28+00:00","og_image":[{"width":1000,"height":523,"url":"https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2022\/10\/0_logo.png","type":"image\/png"}],"twitter_card":"summary_large_image","twitter_misc":{"Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/d3.harvard.edu\/platform-digit\/submission\/pelotons-shift-to-multidimensional-brand-at-the-right-timing\/","url":"https:\/\/d3.harvard.edu\/platform-digit\/submission\/pelotons-shift-to-multidimensional-brand-at-the-right-timing\/","name":"Peloton's Shift to Multidimensional Brand at the Right Timing - Digital Innovation and Transformation","isPartOf":{"@id":"https:\/\/d3.harvard.edu\/platform-digit\/#website"},"primaryImageOfPage":{"@id":"https:\/\/d3.harvard.edu\/platform-digit\/submission\/pelotons-shift-to-multidimensional-brand-at-the-right-timing\/#primaryimage"},"image":{"@id":"https:\/\/d3.harvard.edu\/platform-digit\/submission\/pelotons-shift-to-multidimensional-brand-at-the-right-timing\/#primaryimage"},"thumbnailUrl":"https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2022\/10\/0_logo.png","datePublished":"2022-10-31T18:09:37+00:00","dateModified":"2022-11-01T01:52:28+00:00","breadcrumb":{"@id":"https:\/\/d3.harvard.edu\/platform-digit\/submission\/pelotons-shift-to-multidimensional-brand-at-the-right-timing\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/d3.harvard.edu\/platform-digit\/submission\/pelotons-shift-to-multidimensional-brand-at-the-right-timing\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/d3.harvard.edu\/platform-digit\/submission\/pelotons-shift-to-multidimensional-brand-at-the-right-timing\/#primaryimage","url":"https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2022\/10\/0_logo.png","contentUrl":"https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2022\/10\/0_logo.png","width":1000,"height":523},{"@type":"BreadcrumbList","@id":"https:\/\/d3.harvard.edu\/platform-digit\/submission\/pelotons-shift-to-multidimensional-brand-at-the-right-timing\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/d3.harvard.edu\/platform-digit\/"},{"@type":"ListItem","position":2,"name":"Submissions","item":"https:\/\/d3.harvard.edu\/platform-digit\/submission\/"},{"@type":"ListItem","position":3,"name":"Peloton&#8217;s Shift to Multidimensional Brand at the Right Timing"}]},{"@type":"WebSite","@id":"https:\/\/d3.harvard.edu\/platform-digit\/#website","url":"https:\/\/d3.harvard.edu\/platform-digit\/","name":"Digital Innovation and Transformation","description":"MBA Student Perspectives","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/d3.harvard.edu\/platform-digit\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"}]}},"_links":{"self":[{"href":"https:\/\/d3.harvard.edu\/platform-digit\/wp-json\/wp\/v2\/hck-submission\/16335","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/d3.harvard.edu\/platform-digit\/wp-json\/wp\/v2\/hck-submission"}],"about":[{"href":"https:\/\/d3.harvard.edu\/platform-digit\/wp-json\/wp\/v2\/types\/hck-submission"}],"author":[{"embeddable":true,"href":"https:\/\/d3.harvard.edu\/platform-digit\/wp-json\/wp\/v2\/users\/19376"}],"replies":[{"embeddable":true,"href":"https:\/\/d3.harvard.edu\/platform-digit\/wp-json\/wp\/v2\/comments?post=16335"}],"version-history":[{"count":9,"href":"https:\/\/d3.harvard.edu\/platform-digit\/wp-json\/wp\/v2\/hck-submission\/16335\/revisions"}],"predecessor-version":[{"id":16353,"href":"https:\/\/d3.harvard.edu\/platform-digit\/wp-json\/wp\/v2\/hck-submission\/16335\/revisions\/16353"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/d3.harvard.edu\/platform-digit\/wp-json\/wp\/v2\/media\/16336"}],"wp:attachment":[{"href":"https:\/\/d3.harvard.edu\/platform-digit\/wp-json\/wp\/v2\/media?parent=16335"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/d3.harvard.edu\/platform-digit\/wp-json\/wp\/v2\/categories?post=16335"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}