Greg Stewart

Everything was a mess.

All these other companies are launching and we're saying, we're weights, we're body weight, we're gym, we're home.

It was all things to all people and it wasn't working.

Like we weren't getting to the right person and Crossing the Cosm just helped me zone in on who is the most important person that we're talking to right now and who's finding success.

And how do we speak specifically to that person and not go try to tell a story that's relevant to a Peloton user?

I had a whiteboard meeting.

We're like, what are the growth loops that we think are available to us, that we think we have an advantage on, that we think we can do within our own team, that we can learn fast enough to get proof points and to dive in on, go all in on?

And TikTok came out of that as the winner.

What we started to do was make content and we knew nothing.

I had this breakfast meeting with Edsel, who leads Branding Creative.

And I was like, hey, man, do you want to work on TikTok with me?

And he was like, sure.

This guy is building all of our amazing campaigns.

He's shooting for Nike and all these things.

I need you to make TikToks with me.

And it's just going to be me and you.

He's got the creative mind.

And we grabbed a coach and we said, hey, we're going to start an account from scratch.

You're not on TikTok.

We want to go learn.