Citing a conflict of interest (and likely higher ad budget), R2C Group is dropping client Peloton after being named Media AOR for Aaptiv, a provider of digital fitness content.
There was no incumbent agency for media. Up until now, the company has executed all acquisition activity internally.
Launched in 2016, Aaptiv's audio-guided fitness classes have been streamed more than 14 million times. The company has raised more than $50 million from venture capital firms and companies, including the Amazon Alexa Fund and Bose.
The library of workouts are purposely designed to accommodate all fitness levels and lifestyles.
R2C says its strategy will tap into mass media in order to reach as many potential participants as possible when the brand launches its first TV spot later this month. Size of the budget was not disclosed.