Peloton aims to rebrand as a fitness company for all with focus on app, tiered subscription pricing

Peloton unveiled a new marketing strategy designed to capture a new customer base.

The company is introducing a new, tiered pricing structure for its digital app that includes a free membership option.

The brand relaunch comes a littl first r a year into CEO Barry McCarthy's tenure as CEO.

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"It's time for t CNBC rand an Peloton arketing to re 2019 ent all of that and all of its vibrancy," says CEO Liz Coddington.

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