Fitness tech firm Peloton is highlighting how everyone’s motivation in fitness looks different, with a new campaign going live across its key UK, US and Canadian markets.

This latest work will form part of the brand’s ongoing ‘Find your push. Find your power’ multi-phase campaign, which explores the different ways people find motivation.

The creative will be centred around a 30-second spot that sees a man find a renewed motivational push to improve his strength and fitness after a relationship breakup.

“Every iteration of the campaign story has tied back to Peloton’s Human Power brand strategy, which is about tapping into the power that people already innately have within themselves,” Peloton SVP of global consumer and brand marketing, Joanna Lee said.

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“We hear from our member community every single day about the life events that led them to our platform, and how they were then able to achieve their goals through Peloton. Our latest hero film brings those stories to life, showing how we unite our Members under the shared goal of achieving change.”

Crafted in partnership with creative agency Special London, ‘Run it Off’ will run across a range of channels including TV, streaming, online video, social media, audio and digital.

Special London chief creative officer, David Day added: “The first phases of the campaign tapped into two human behaviours, competitive rivalry and the need for variety, as incentives to exercise.

“Phase three goes emotionally much deeper, focusing on one of life’s unexpected moments, a breakup. It’s in those difficult times that we do find our inner strength to not just move on, but move forward.”