Dark Horses




London based sports marketing agency Dark Horses have been appointed by at-home fitness technology brand Peloton as its creative agency to handle the company’s UK launch.

Peloton is revolutionising fitness with its one-of-a-kind at-home indoor cycling experience and unique combination of hardware, software, and content. Following explosive growth in the US over the past four years, Peloton has gone from a Kickstarter campaign to a billion dollar company with close to 1 million US Members, and is now expanding globally beginning in the UK and Canada this Autumn.

In partnership with the Peloton global marketing team, Dark Horses will be responsible for developing a 360 degree integrated campaign which spans visual identity, OOH, print, experiential assets, and online films. The launch also includes the opening of a local Peloton London office, plus the establishment of a London fitness studio and retail showrooms to support the long-term international effort.

Simon Dent, founder of Dark Horses commented: “This is a really exciting proposition. Peloton is genuinely disrupting the fitness space. And with a cracking team behind them, we really can’t wait to get going on a campaign to match the ambition of the brand.”

Kevin Cornils, Managing Director, Peloton International commented: “Following tremendous success in the US, Peloton is poised to become the global leader in fitness technology and content, and we’re thrilled to be working with Dark Horses to help launch our brand in the UK in the coming months.”

Starting this Autumn, UK consumers will be able to purchase a Peloton Bike and monthly content membership through the company’s retail showrooms in London or online at global.onepeloton.com. The Bike retails for £1,995 with a £39 per month subscription.

Dark Horses were set up in the summer of 2016 and work with the likes of Under Armour, Nissan, Wiggle, and Southampton FC.

Graeme Rutherford