Peloton - The Cooldown

Spotify Wrapped proved that personal data, packaged well, could become a cultural moment, something people didn't just receive, but shared. Peloton had the same kind of data. Every ride, every run, every streak, every song, every minute. The question was what to do with it.

The Cooldown was Peloton's answer. A personalised year-in-review film, rendered uniquely for each of the platform's nearly seven million members worldwide, celebrating the individual achievements they'd logged over the previous twelve months. Your best workouts. Your longest streak. The music that carried you through. The instructors who kept you coming back.

The name came from the ritual: the moment after the effort when you stop, breathe, and absorb what you just did. Applied to a year of training, it became something members genuinely looked forward to, and, crucially, something they shared. Every film posted on social turned retention marketing into acquisition marketing, reaching audiences that traditional media couldn't.

Partnering with Stink Studios, whose automation platform rendered millions of unique, multi-language videos in under a day, The Cooldown ran for three consecutive years and won the Campaign Tech Awards in 2022.