Peloton has brought in Leslie Berland, the former head of marketing at Twitter, as its new chief marketing officer, beginning her post this Wednesday.
With ten years in marketing at American Express under her belt, Berland left Twitter after Elon Musk’s takeover while the social media platform was undergoing significant restructuring. She will now be overseeing several departments at Peloton, including membership and global communications, and reporting to CEO Barry McCarthy who took the reins at Peloton last February.
Peloton has a rough year behind them, as its shares fell by 78% in 2022. McCarthy stated that the company is “a work in progress,” and that increasing revenue will take time. The exercise equipment and media company has also shifted its strategy by now offering products through third-party retailers such as Amazon and pushing digital subscriptions. Peloton’s “freemium” model is a key point in the new strategy, offering users access to its content library through third-party hardware.
“As we continue our pivot to growth, showcasing the magic that drives people to Peloton and keeps them so passionate and engaged is essential. Berland and the marketing team will play a central role in broadening our reach, appeal, and impact,” stated McCarthy in an announcement.
Berland followed up by adding that she is excited to join Peloton at a “unique moment in its transformation journey.”