Peloton Hires New CMO Amid Rebrand Efforts
Lauren Weinberg’s “growth-first mindset” aligns well with Peloton’s new marketing strategy, CEO Barry McCarthy says
Peloton has named Lauren Weinberg as its new chief marketing officer following the upcoming departure of current CMO Leslie Berland, who oversaw the connected fitness company’s rebrand, which was first announced back in May.
Joining Peloton’s C-suite and based in New York City, Weinberg will report directly to CEO Barry McCarthy and will lead Peloton’s brand and product marketing, growth marketing, creative, consumer insights, membership and global communications.
McCarthy points to Weinberg’s growth-first mindset and focused approach to scalability as assets to the newly rebranded connected fitness company.
“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,” McCarthy said of the new CMO, who joins the fitness brand from Intuit where she served as senior vice president, chief marketing and revenue officer, for Quickbooks.
CMO Star Power
Before Intuit, Weinberg led global marketing and communications as Square’s chief marketing officer and held marketing roles at Yahoo, MTV and AOL. As a seasoned marketing professional, she’s been featured on Forbes’ “50 Most Entrepreneurial CMOs” list, Adweek’s “Top 18 CMOs” and Brand Innovators’ “Top Women in Marketing.”
“I am thrilled to be joining the incredible Peloton team to continue building on the momentum of the brand’s transformation,” said Weinberg. “As an active member of the Peloton community, I am a huge believer in the impact the brand, product, and community have with millions of consumers. I am beyond excited to get started, and I see great potential ahead for the company.”
Peloton’s Rebranding Efforts
Although Peloton’s major rebrand and freemium app model haven’t converted as many free users into paying members as the company initially hoped, Peloton’s CEO sees a positive, with the brand maintaining its core user base while inviting in male, Gen Z, Black, and Latinx consumers as both free and paying members.
While McCarthy has said before that he views Peloton’s app as the path to the promised land, rather than its hardware sales, the connected fitness company has also shown promise with several new strategic partnerships, including Lululemon, Liverpool Football Club, the University of Michigan, New York Road Runners and the NBA and WNBA.
The fitness brand is also betting on the success of its international push and entrance into Austria, its fifth overseas market.
Earlier this fall, Peloton chief financial officer Liz Coddington indicated at a Goldman Sachs conference that the company is eyeing additional markets in Europe in 2024.
