The logo for TrainingPeaks Virtual, featuring three stylized blue lines resembling a mountain or peaks on the left, with the words 'TrainingPeaks Virtual' in dark blue text
Promotional banner for TrainingPeaks Virtual, showing a snowy mountain landscape with a mountain bike trail and flags, advertising virtual cycling workouts.
Top-down view of a person in a wheelchair with a tablet attached to an outdoor wheelchair ramp with a blue background, white text, and a logo that says 'virtual'.

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.

A person riding a bicycle indoors, looking upward, with purple lights in the background, holding the handlebar with one hand. Text overlay says 'Explore the Great Indoors' and a logo reading 'Virtual'.

The Impact:
By translating business goals and flywheel initiatives into ad creative that endurance athletes can relate to, we converted audiences to the app and expanded feature adoption.

  • 60% spike in Virtual platform event logins since 1st launch

  • Creative drove 18,500 unique email opens and 146,000 in-app clicks

  • Sustained 7% MoM email click increase

Promotional poster for Training Peaks, featuring images of athletes cycling and exercising indoors, with the text 'Progress beats perfection' and phrases about indoor training and a QR code.

Virtual, Meet Brand

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

A website homepage for BikeRadar, a cycling gear and advice platform, featuring digital images of two cyclists on bikes, with banners advertising virtual and premium services, and navigation links for different bike and cycling categories.

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

  • GPX file loads jumped from 758 the previous week to 1,359 in the week following launch

Close-up of a young man with a beard and long hair, wearing cycling gear and a backwards cap, reaching forward on a bicycle. The background features a stylized map with contour lines and a pink and black color scheme. Overlay text says, "My Route" in large pink letters and "Ride your route until it's routine."
A man in a gray athletic shirt and black cap, sweating and concentrating intensely while riding a bike or exercising. The background is dark with pink and purple line art overlay, and there is a caption in pink and black text asking 'Sweaty Talent? Check!' with a green checkmark.
A man in cycling gear uses a laptop mounted on a bike trainer, with a digital map and compass graphic in the background. Text reads 'Ride your route until it's routine'.
A person riding a bicycle on a lit area casting a shadow on the ground, with promotional text about a free virtual event happening from January 5 to 11.

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.

A person riding a bicycle indoors, in a dimly lit garage or basement with storage shelves and other bicycles in the background. Text overlay promotes a giveaway for a device, encouraging virtual biking for at least 30 minutes daily.