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COMMERCIAL MARKETING GUIDELINES

TABLE OF CONTENTSTHE PELOTON BRAND03BRAND COLORSTHE PELOTON BIKE FOR COMMERCIAL USE10ON SCREEN USE11PRINT USEBRAND VOICE04DO’S AND DON’TSPHOTOGRAPHY05HOW WE SPEAK12THE PELOTON LOGOPRODUCT PHOTOGRAPHYCREATIVE ASSETS06LOGO USE13SOCIAL MEDIA MESSAGING07LOGO LOCKUP14L ANDING PAGE08LOGO LOCKUP MISUSE15ENVIRONMENTAL DESIGN19PELOTON DIGITAL COPY 2019 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 100012

THE PELOTON BIKE FOR COMMERCIAL USEThank you for choosing the PelotonBike for your facility! These promotionalguidelines will ensure every rider isaware of the new addition to yourproperty and can take advantage ofthe great Peloton experience.Any requests for marketing outsideof these guidelines should be sentfor approval. For any brand usagequestions regarding design, signage,printed collateral, etc., reach out tocommercialmarketing@onepeloton.com.THE PELOTON BRAND 2019 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 100013

COMMERCIAL MARKETING DO’S AND DON’TSDODON’T Use Peloton imagery from our press page: press.onepeloton.com Edit any Peloton imagery (adding graphics or other types of visuals, etc.) Incorporate the Peloton logo and symbol in your marketing materials consistent with these guidelines. (brochures, emails, social media,website, etc) Bikes. For hotels, gain visibility with riders who travel frequently by joiningPeloton Hotel Finder (hotelfinder.onepeloton.com). Click ‘Add your Refer to or suggest any kind of official partnership between the twobrands without the explicit written or electronic approval of a Peloton VP. Hotel’ to complete a web submission form. Imply or state that your facility is an exclusive provider of PelotonUse our name or logo on external hotel signage, interior hotel wayfindingsignage, or fitness center entrance signage.Get written or electronic approval for all marketing outside of these Use our logo as wall art (unless approved in writing or electronically).guidelines by reaching out to commercialmarketing@onepeloton.com Display Peloton imagery in a more prominent manner than your ownGet written or electronic approval to use our name and/or logocompany branding or in any way that would mislead consumers as to thein any materials that will be sent to the media by reaching out tonature of your facility’s relationship with Peloton.commercialmarketing@onepeloton.com Use the following language when referring to Peloton Bikes at yourfacility:BRAND VOICE “official Peloton partner” “Peloton studio” “spinning classes by Peloton” 2019 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 10001 “spin studio”“spin bike”4

MESSAGINGSuggested Talking Pointsfor Promotional UseWe encourage you to use thefollowing language across all yourmarketing channels, including email,social, landing pages and more.BRAND VOICEHOW WE SPEAK 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. 2020 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 100015

1YDOWNLOADLOGO FILESTHE PELOTON LOGOConstruction and Clearspace:Logo LockupThe Peloton logo lockup is our primary logo andshould be used in most cases. The logo lockupincludes the Peloton logomark and the Pelotonwordmark. The size ratios and spacing betweenthe two should never change.Use of the Peloton logo alongside any otherbrand in any promotional application (digital,print, signage, etc.) must be pre-approved inwriting or electronically by Peloton.1Y1YKey:1Y3X1Y Y3 6 p x o r 1/ 2 i n X1YTo determine clearspace for the logo lockup,use the height of the wordmark on all four sidesof the mark. The minimum height of the lockupis 25px for screens and 3/8” when printing.Follow these guidelines to avoid distorting orcrowding the logo and to ensure legibility.2 4 p x – 3 6 p x o r 1/ 3 i n –1/ 2 i nMinimum Size:18 p x o r 1/4 i n Y X18 p x o r 1/4 i n18 p x o r 1/4 i n9 p x o r 1/8 i nTHE PELOTON LOGO 2020 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 100016

DOWNLOADLOGO FILESTHE PELOTON LOGOLogo UseACCEPTABLE USAGEThe Peloton logo lockup must always be usedin either “Peloton Black” or white, preferably onneutral backgrounds. The logo lockup can beused over imagery or video, but when doing so,make sure there is enough contrast so that thelogo remains legible.The wordmark should be used with the sameparameters as the lockup, but should not beused over imagery or video.The logomark can be used in the same way asthe lockup and the wordmark, but can also beset using Peloton “Super Red.” This is the onlylogo that can receive this color treatment.THE PELOTON LOGO 2020 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 100017

THE PELOTON LOGOLogo Lockup MisuseUNACCEPTABLE USAGEThe Peloton logo lockup and stacked lockupshould only be used in the ways detailed on theLogo Use page. This page lists explicit examplesof how not to use the Peloton logo lockup andstacked lockup.Do not place logoon multicoloredbackground colorsDo not use any colorswhen representing thePeloton lockupDo not put a strokearound the logoDo not place logoon multicoloredbackground colorsDo not use any colorswhen representing thePeloton lockupDo not put a strokearound the logoDo not put the logoon colors with lowcontrastTHE PELOTON LOGODo not place the logoon overly complexbackgroundsDo not put the logoon colors with lowcontrastDo not use the superred logomark and blackwordmark together 2020 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 10001Do not place the logoon overly complexbackgroundsDo not use the superred logomark and blackwordmark togetherDo not change the sizeor relative position ofelements in the lockupImportant: Do not change the size or relative position ofelements in the stacked version of the lockup. Relativesizing and position must remain consistent.8

THE PELOTON LOGOLogo Lockup MisuseContinuedUNACCEPTABLE USAGEANOTHERLOGOANOTHERLOGOANOTHERLOGOTHE PELOTON LOGO 2020 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 100019

COLORS FOR SCREEN USESUPER REDHOVER REDBLACKOFF BLACKM E D I U M G R AYL I G H T G R AYD I V I D E R G R AYOFF WHITEWHITERGB and Hex255 / 51 / 71217 / 24 / 4324 / 26 / 2934 / 37 / 41199 / 122 / 129168 / 172 / 177228 / 230 / 231245 / 247 / 249255 / 255 / E7#F5F7F9#FFFFFFBRAND COLORS 2020 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 1000110

COLORS FOR PRINT USESUPER REDBLACKM E D I U M G R AYL I G H T G R AYOFF WHITEWHITECMYKC0 / M100 / Y100 / K0C75 / M68 / Y67 / K90C0 / M0 / Y0 / K70C0 / M0 / Y0 / K40C6 / M2 / Y0 / K6C0 / M0 / Y0 / K0BRAND COLORS 2020 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 1000111

PRODUCT PHOTOGRAPHYPeloton BikeDO Seat and handlebars should be level with eachotherKNOB A 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 isdisplayed appropriately on resistance knob KNOB C When selecting area for Bike to be shot in, makesure to allow for 5 feet (minimum) distancebetween Bike and environment Shoot the Bike from the right side onlyKNOB BDON’T Shoot the Bike with handlebars at max heightcapacity Shoot the Bike at a hard profile (touchscreen inview is preferred) Shoot Bike on mat Include fitness equipment or accessories otherthan Peloton for in-room shots.PHOTOGRAPHY 2020 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 1000112

SOCIAL MEDIA POSTSSOCIAL MEDIA COPY EXAMPLESSuggestions of how to call attention to thePeloton Bike.V1V2V3postsPOST COPYPOST COPYPOST COPY Insert new or non-approved brand hashtagsExperience immersive cardio thatWhen you stay with us, you can stayJoin live or on-demand studio classes(either yours or Peloton’s)keeps you coming back for more. Theon track towards your fitness goals.at any time that works for you. TryPeloton Bike is now at the XXX hotel.The Peloton Bike is here.the Peloton Bike, now at XXX Club.DON’T Include celebrities or Peloton instructors in Mention other competitive fitness equipmentor accessory brands in the same postCREATIVE ASSETS 2020 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 1000113

L ANDING PAGE CREATIVEL ANDING PAGE EXAMPLEThis 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 thePeloton Bike in our facility. To get started, visitthe links below:- Sign in with your existing Peloton account.- Sign in as a guest. For additional information, see the links below: ow to adjust your BikeH Sign Up for a free profile How to pair your headphones Find your first class Experience Peloton on the goPELOTONGet Ready for Your RideDesign and Photography direction is providedthroughout this guide You may use your own hotel website to createa landing page to promote your new PelotonBike. We do not provide landing page designservices. All landing pages will look different dependingon the style and platform you use. By followingour imagery guidelines, messaging, andlogo lockup, consistent brand presence ismaintained. Please aways remember to use: Approved Peloton imagery Copy provided in this guidePeloton reserves the right to request removal ofWe’re so excited for you to experience the Peloton Bike in ourfacility. To get started, visit the links to below.HOW TO ADJUST THE BIKEFIND YOUR FIRST CLASSEXPERIENCE PELOTON ON THE GOPeloton assets such as our name, logo, imagery,and other marketing materials on landing pagesor other assets.CREATIVE ASSETS 2020 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 1000114

DOWNLOADARTWORKSIGNAGE SUGGESTIONS ON HOWTO CALL ATTENTION TO THEPELOTON BIKE.ENVIRONMENTAL DESIGN OPTION AGood for: In or around your fitnesscenter.Messaging:This copy can be lifted directly to beused on the banner.PULL UPBANNERTABLE TOPBANNEREXPERIENCE HL: EXPERIENCE THE PELOTON BIKE SUB: Visit our fitness center to try a live oron-demand class.THE PELOTON BIKEEXPERIENCETHE PELOTON BIKEAccess a live or on-demand class.Visit our fitness center to access alive or on-demand class.Dimensions:Signage should not exceed the abovedimensions. Standing Banner: 34” x 81” single sided Table Banner: 11.5” x 18” single sidedCREATIVE ASSETS 2020 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 1000115