TrainingPeaks Virtual was born in 2024 when TrainingPeaks acquired the virtual cycling app, IndieVelo.

Since then, we’ve worked across multiple teams to expand the Virtual user base with multiple GTM campaigns, as well as an ongoing “Free 4 All Tuesday” campaign, where athletes can ride in Virtual for free on the first Tuesday of every month.

Virtual, Meet Brand

We continued to tell the TrainingPeaks Virtual story by weaving Virtual-specific imagery and copy into the brand campaign messaging.

Partner Website Ads

A short and simple message that lets people know Premium includes Virtual… and also the other way around.

Free 4 All Tuesday

Ongoing Social, Email, & In-Game Campaign

Our goal was to take the recently acquired IndieVelo, rebranded as TrainingPeaks Virtual, from underdog to best in the biz. As the product team worked to make the app itself the best virtual cycling platform on the market, our creative team designed a monthly “Free 4 All Tuesday” campaign to build hype, create awareness, and increase daily logins.

Free 4 All Tuesday, September - “MyRoutes” Release
Comms: email, social, in-game
Impact: 60% increase in logins during 24hr “Free 4 All” event

Free 4 All Week - 2026

To celebrate the start of a new year, we kicked things off in a big way with the first ever Free 4 All Week.