Dive Brief:
- Amid a brand repositioning, Peloton on Thursday appointed Lauren Weinberg as its next chief marketing officer. She will join the company on Jan. 22.
- Weinberg joins the fitness brand from Intuit where she served as senior vice president and chief marketing and revenue officer for QuickBooks. She also has leadership experience from Square, Yahoo, MTV and AOL, according to a company press release.
- Weinberg’s appointment comes about a week after Leslie Berland announced her resignation from the position after less than a year on the job.
Dive Insight:
Peloton is ushering in another chief marketing officer after Berland announced her resignation last week. Berland is set to exit the position on Dec. 31 before starting a new position as Verizon’s chief marketing officer in the new year.
Weinberg brings over two decades of experience as a marketing leader. In her new role, reporting directly to CEO Barry McCarthy, Weinberg will lead brand and product marketing, creative, consumer insights, global communications, membership and growth marketing.
"Lauren's growth-first mindset, coupled with her proven ability to deliver growth at scale will be critical assets for our revitalized brand," McCarthy said in a statement. "She thrives on understanding both the art and science of effective and impactful marketing strategies for companies, to build awareness and engagement, identify new audiences, and drive customer conversion, all ambitions key to the Peloton growth strategy."
Weinberg is joining Peloton during a period of change for the company. Peloton in May relaunched its brand to reposition itself as “more than a bike company.”
In September, Peloton inked a five-year strategic partnership with Lululemon. Through the deal, the company will become Lululemon’s exclusive digital fitness content provider, while Lululemon will serve as Peloton’s primary athletic apparel partner. The partnership came after the two companies settled lawsuits in 2022 after Lululemon alleged Peloton was copying its apparel designs.
Peloton last month reported its Q1 results: The company’s total revenue fell 3% year over year to $595.5 million, while its net loss improved 61% to $159.3 million. Ending connected fitness subscribers were up 2% during the period to 2.96 million.
