Peloton Tread Launch

In February 2023, the popular “exertainment” company Peloton launched their latest treadmill — the Tread — in Australia. A week ahead of its release, Peloton chose the Data Arena for a full-day media event to build anticipation towards the launch. In a collaborative effort with Peloton’s UK-based creative team, we helped build an immersive and engaging showcase for journalists to see and experience the Tread.

Three treadmills were set up in the middle of the theatre for guests to try. In addition to the screen mounted on the treadmill, a series of videos were played around the large Data Arena screen. These supported presentations and transitions through the demonstrations. Some of these were simple titles, while others were immersive 360º inspirational videos, each with an electrifying soundtrack played across the DA's 16-channel sound system.

The outcome was a commercial success. Please contact the Data Arena for more information on commercial engagement.

Use of the Data Arena

Journalists were given a walkthrough of the Tread’s features and invited to take a run. During the workout sessions, the Data Arena’s display dimmed to allow total focus on the running experience for guests. We used multiple movable theatre lights (Eventec M1H420W) to showcase the Treads. DMX Light sequences set the scene for warm-up session as well as a calming atmosphere for post-workout cooldowns.

The lobby and entranceway were completely redecorated with branding material, furniture and props to set the tone as guests arrived.

Future commercial work

This commercial collaboration was a fantastic opportunity for Peloton to share the immersive experience and engaging atmosphere the Data Arena can offer. We look forward to new commercial work and invite brands and agencies to discuss with us what's possible.