Stranger Things x Peloton: Flipping Fitness Upside Down

When Netflix came knocking about Season 4 of Stranger Things, we saw an opportunity to do more than slap a logo on an instructor led workout. We built an immersive, upside-down fitness experience that lived inside Lanebreak, turning our workout game into a cultural moment.

The campaign crushed it - 70K workouts in 30 days, a 12% lift in first-time Lanebreak users, and 250K+ social impressions. But more importantly, it proved the potential of what we'd been building.

Reimagining Lanebreak

When I took the reins of Peloton Games, Lanebreak had been gathering dust for over a year. The feedback was brutal but honest: visually flat, disconnected from music, no soul.

I assembled a team with one mandate: make people feel the music while they move.

We engineered a dynamic theming system - custom color palettes and environmental props that evolved with each track. But the real magic? We wired it all into the MIDI backbone. Now props pulse, scale, and breathe with the beat. Intensity ramps, the world responds. The workout becomes a visual crescendo.

And we put all of this power in the hands of our level designers - giving them complete creative control over the intersection of music, movement, and spectacle.

It wasn't just a refresh. It was a complete creative systems overhaul that turned a workout into an experience.