Peloton Brand Book

COMMERCIAL MARKETING GUIDELINES

2 © 2019 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 10001 THE PELOTON BRAND 03 THE PELOTON BIKE FOR COMMERCIAL USE BRAND VOICE 04 DO’S AND DON’TS 05 HOW WE SPEAK THE PELOTON LOGO 06 LOGO USE 07 LOGO LOCKUP 08 LOGO LOCKUP MISUSE TABLE OF CONTENTS BRAND COLORS 10 ON SCREEN USE 11 PRINT USE PHOTOGRAPHY 12 PRODUCT PHOTOGRAPHY CREATIVE ASSETS 13 SOCIAL MEDIA MESSAGING 14 LANDING PAGE 15 ENVIRONMENTAL DESIGN 19 PELOTON DIGITAL COPY

3 © 2019 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 10001 THE PELOTON BIKE FOR COMMERCIAL USE THE PELOTON BRAND Thank you for choosing the Peloton Bike for your facility! These promotional guidelines will ensure every rider is aware of the new addition to your property and can take advantage of the great Peloton experience. Any requests for marketing outside of these guidelines should be sent for approval. For any brand usage questions regarding design, signage, printed collateral, etc., reach out to [email protected] .

4 © 2019 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 10001 DO • Use Peloton imagery from our press page: press.onepeloton.com • Incorpor ate the Peloton logo and ™ symbol in your marketing materials consistent with these guidelines. (br ochures, emails, social media, website, etc) • F or hotels, gain visibility with riders who travel frequently by joining Peloton Hotel Finder (hotelfinder.onepeloton.com). Click ‘Add your H otel’ to complete a web submission form. • Get written or electr onic approval for all marketing outside of these guidelines b y reaching out to [email protected] • Get written or electr onic approval to use our name and/or logo in any materials that will be sent t o the media by reaching out to [email protected] DON’T • E dit any Peloton imagery (adding graphics or other types of visuals, etc.) • Imply or state that y our facility is an exclusive provider of Peloton Bikes. • Ref er to or suggest any kind of official partnership between the two br ands without the explicit written or electronic approval of a Peloton VP. • Use our name or logo on external hotel signage, interior hotel wa yfinding signage, or fitness center entr ance signage. • Use our logo as wall ar t (unless approved in writing or electronically). • Displa y Peloton imagery in a more prominent manner than your own company br anding or in any way that would mislead consumers as to the natur e of your facility’s relationship with Peloton. • Use the following language when r eferring to Peloton Bikes at your facility: • “ official Peloton partner” • “ spin studio” • “P eloton studio” • “ spin bike” • “ spinning classes by Peloton” BRAND VOICE COMMERCIAL MARKETING DO’S AND DON’TS

5 © 2020 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 10001 MESSAGING Suggested Talking Points for Promotional Use We encourage you to use the following language across all your marketing channels, including email, social, landing pages and more . BRAND VOICE • XXX Hotel is excited to announce the launch of Peloton Bikes in our Fitness Center. • XXX Club now features Peloton Bikes. • Indoor cycling comes to XXX hotel with the Peloton Bike. • Hit your fitness goals while on the go. • Experience immersive cardio that will keep you coming back for more. • Join live or on-demand studio classes at any time that works for you. • Feel like you’re face to face with instructors on a sweatproof 22” HD touchscreen. • Connect your Wi-Fi- or Bluetooth™-enabled device, including heart rate monitors and smartwatches. • Keep your workouts fresh with different themes, difficulty levels and music genres. • With classes that range from 5 to 90 minutes, find a ride for every mood. • Find the instructor, music genre and class type to fit your mood and your goals. HOW WE SPEAK

6 © 2020 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 10001 THE PELOTON LOGO THE PELOTON LOGO Logo Lockup The Peloton logo lockup is our primary logo and should be used in most cases. The logo lockup includes the Peloton logomark and the Peloton wordmark. The size ratios and spacing between the two should never change. Use of the Peloton logo alongside any other brand in any promotional application (digital, print, signage, etc.) must be pre-approved in writing or electronically by Peloton. To determine clearspace for the logo lockup, use the height of the wordmark on all four sides of the mark. The minimum height of the lockup is 25px for screens and 3/8” when printing. Follow these guidelines to avoid distorting or crowding the logo and to ensure legibility. =Y =X 1Y 1Y 1Y 1Y 3X =Y =X 1Y 1Y 1Y 1Y 3X Construction and Clearspace: Key: Minimum Size: 18px or 1/4in 18px or 1/4in 18px or 1/4in 9px or 1/8in 24 p x – 3 6 p x o r 1/ 3 i n –1/ 2 i n 36px or 1/2in DOWNLOAD LOGO FILES

7 © 2020 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 10001 THE PELOTON LOGO ACCEPTABLE USAGE THE PELOTON LOGO Logo Use The Peloton logo lockup must always be used in either “Peloton Black” or white, preferably on neutral backgrounds. The logo lockup can be used over imagery or video, but when doing so, make sure there is enough contrast so that the logo remains legible. The wordmark should be used with the same parameters as the lockup, but should not be used over imagery or video. The logomark can be used in the same way as the lockup and the wordmark, but can also be set using Peloton “Super Red.” This is the only logo that can receive this color treatment. DOWNLOAD LOGO FILES

8 © 2020 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 10001 Important : Do not change the size or relative position of elements in the stacked version of the lockup. Relative sizing and position must remain consistent. THE PELOTON LOGO UNACCEPTABLE USAGE THE PELOTON LOGO Logo Lockup Misuse The Peloton logo lockup and stacked lockup should only be used in the ways detailed on the Logo Use page. This page lists explicit examples of how not to use the Peloton logo lockup and stacked lockup. Do not put the logo on colors with low contrast Do not put a stroke around the logo Do not use any colors when representing the Peloton lockup Do not use the super red logomark and black wordmark together Do not place the logo on overly complex backgrounds Do not place logo on multicolored background colors Do not put the logo on colors with low contrast Do not put a stroke around the logo Do not use any colors when representing the Peloton lockup Do not use the super red logomark and black wordmark together Do not place the logo on overly complex backgrounds Do not place logo on multicolored background colors Do not change the size or relative position of elements in the lockup

9 © 2020 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 10001 THE PELOTON LOGO UNACCEPTABLE USAGE THE PELOTON LOGO Logo Lockup Misuse Continued ANOTHER LOGO ANOTHER LOGO ANOTHER LOGO

10 © 2020 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 10001 SUPER RED 255 / 51 / 71 #FF3347 HOVER RED 217 / 24 / 43 #D9182B BLACK 24 / 26 / 29 #181A1D OFF BLACK 34 / 37 / 41 #222529 MEDIUM GRAY 199 / 122 / 129 #777A81 LIGHT GRAY 168 / 172 / 177 #A8ACB1 DIVIDER GRAY 228 / 230 / 231 #E4E6E7 OFF WHITE 245 / 247 / 249 #F5F7F9 WHITE 255 / 255 / 255 #FFFFFF BRAND COLORS COLORS FOR SCREEN USE RGB and Hex

11 © 2020 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 10001 SUPER RED C0 / M100 / Y100 / K0 BLACK C75 / M68 / Y67 / K90 MEDIUM GRAY C0 / M0 / Y0 / K70 LIGHT GRAY C0 / M0 / Y0 / K40 OFF WHITE C6 / M2 / Y0 / K6 WHITE C0 / M0 / Y0 / K0 COLORS FOR PRINT USE CMYK BRAND COLORS

12 © 2020 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 10001 PRODUCT PHOTOGRAPHY Peloton Bike D O • Seat and handlebars should be level with each other • Knobs A and B should be facing south • Knob C should be facing north • Pedal bar should be aligned with cross bar Logo • When shot alone, Bike set up should be at: – F, under touch screen – 28, seat height – E, seat depth • Depending on angle of shot, make sure logo is displayed appropriately on resistance knob • When selecting area for Bike to be shot in, make sure to allow for 5 feet (minimum) distance between Bike and environment • Shoot the Bike from the right side only DON’T • Shoot the Bike with handlebars at max height capacity • Shoot the Bike at a hard profile (touchscreen in view is preferred) • Shoot Bike on mat • Include fitness equipment or accessories other than Peloton for in-room shots. PHOTOGRAPHY KNOB A KNOB B KNOB C

13 © 2020 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 10001 CREATIVE ASSETS SOCIAL MEDIA COPY EXAMPLES SOCIAL MEDIA POSTS Suggestions of how to call attention to the Peloton Bike. DON’T • Include celebrities or Peloton instructors in posts • Insert new or non-approved brand hashtags (either yours or Peloton’s) • Mention other competitive fitness equipment or accessor y brands in the same post V1 POST COPY Experience immersive cardio that keeps you coming back for more. The Peloton Bike is now at the XXX hotel. V2 POST COPY When you stay with us, you can stay on track towards your fitness goals. The Peloton Bike is here. V3 POST COPY Join live or on-demand studio classes at any time that works for you. Try the Peloton Bike, now at XXX Club.

14 © 2020 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 10001 LANDING PAGE CREATIVE This copy can be lifted directly to be used on web. • HL: Get Ready for Your Ride • SUB: We’re so excited for you to experience the Peloton Bike in our facility. To get started, visit the links below: - Sign in with y our existing Peloton account. - Sign in as a guest. • For additional information, see the links below: • How to adjust your Bike • Sign Up for a free profile • How to pair your headphones • Find your first class • Experience Peloton on the go Design and Photography direction is provided throughout this guide • You may use your own hotel website to create a landing page t o promote your new Peloton Bik e. We do not provide landing page design services. • All landing pages will look different depending on the style and platform you use. By following our imagery guidelines, messaging, and logo lockup, consistent brand presence is maintained. • Please aways remember to use: • Approved Peloton imagery • Copy provided in this guide Peloton reserves the right to request removal of Peloton assets such as our name, logo, imagery, and other marketing materials on landing pages or other assets. CREATIVE ASSETS LANDING PAGE EXAMPLE We’re so excited for you to experience the Peloton Bike in our facility. To get started, visit the links to below. PELOTON Get Ready for Your Ride HOW TO ADJUST THE BIKE FIND YOUR FIRST CLASS EXPERIENCE PELOTON ON THE GO

15 © 2020 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 10001 SIGNAGE SUGGESTIONS ON HOW TO CALL ATTENTION TO THE PELOTON BIKE. Good for: In or around your fitness center. Messaging: This copy can be lifted directly to be used on the banner. • HL: EXPERIENCE TH E PELOTON BIKE • SUB: Visit our fitness center to try a live or on-demand class. Dimensions: Signage should not exceed the above dimensions. • Standing Banner: 34” x 81” single sided • Table Banner: 11.5” x 18” single sided CREATIVE ASSETS ENVIRONMENTAL DESIGN OPTION A EXPERIENCE THE PELOTON BIKE Visit our fitness center to access a live or on-demand class. EXPERIENCE THE PELOTON BIKE Access a live or on-demand class. PULL UP BANNER TABLE TOP BANNER DOWNLOAD ARTWORK

16 © 2020 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 10001 SIGNAGE SUGGESTIONS ON HOW TO CALL ATTENTION TO THE PELOTON BIKE. Good for: Right outside the fitness center Messaging: This copy can be lifted directly to be used on the banner. • HL: THE PELOTON BIKE IS HERE • SUB: Come try a live or on-demand class. Dimensions: • Standing Banner: 34” x 81” single sided • Table Banner: 11.5” x 18” single sided CREATIVE ASSETS ENVIRONMENTAL DESIGN OPTION B THE PELOTON BIKE IS HERE Access a live or on-demand class. THE PELOTON BIKE IS HERE Access a live or on-demand class. PULL UP BANNER TABLE TOP BANNER DOWNLOAD ARTWORK

17 © 2020 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 10001 SIGNAGE SUGGESTIONS ON HOW TO CALL ATTENTION TO THE PELOTON BIKE. DO • Use the approved Peloton banner outside your fitness center, spa, etc. • Use the Peloton Logo lockup on the floor of your dedicated Peloton Bike area. When using the logo on the ground please: • Only use one logo. • Center the logo to the back or side of the Bikes depending on your fitness layout. • Place the Peloton logo 10 inches, behind the Bike. • Do not exceed 42 inches in width. • The Peloton logo must have a higher contrast to the color of the floor. For example, if the floor is a dark brown, black, or grey, the Peloton logo should be white. If the floor is white, tile or a light shade of wood, the Peloton logo should be black. • Material Recommendations for floor surfaces: Or acal 631 Matte Vinyl or any durable Matte adhesiv e Vinyl. • A Vinyl Die cut is of the logo is recommended for install. The box around the logo in this diagr am is to show the space you are required t o have around the logo. CREATIVE ASSETS ENVIRONMENTAL GRAPHICS GUIDE EXAMPLE BIKE FLOOR PLAN A =Y =X 1Y 1Y 1Y 1Y 3X 36in 72in 42in EXAMPLE BIKE FLOOR PLAN B 36in 72in =Y =X 1Y 1Y 1Y 1Y 3X 42in 10in 10in 2in 2in

18 © 2020 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 10001 SIGNAGE SUGGESTIONS ON HOW TO CALL ATTENTION TO THE PELOTON BIKE. DON’T • Place the Peloton logo on any walls, windows or mirr ors • Make any copy or graphics that refer to your fitness ar ea as a “Peloton studio” CREATIVE ASSETS ENVIRONMENTAL GRAPHICS MISUSE

19 © 2020 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 10001 PELOTON DIGITAL HOW TO PROMOTE PELOTON DIGITAL AS AN OFFERING This copy can be lifted directly and live across all your marketing channels. CREATIVE ASSETS PELOTON DIGITAL COPY EXAMPLES • The best of Peloton at your fingertips. • Take your workout on the go with Peloton Digital. • Try Peloton Digital on us. • Tap into a variety of workouts on Peloton Digital. • Try Peloton Digital – no credit card required. • Try out a variety of workouts, including yoga, cardio, strength, outdoor running and more. • Access our live and on-demand library on iOS, Android and web. • Stay motivated and inspired with a team of expert instructors leading every class. • Try out a variety of workouts, including yoga, cardio, strength, outdoor running and more. • Access our live and on-demand library on iOS, Android and web. • Stay motivated and inspired with a team of expert instructors leading every class. FOR WEB HL: Tap Into Peloton Digital Right From Your Hotel Room SUB: No credit card required.

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