Exercise equipment brand Peloton was once only known for its interactive stationary bikes. But, since its launch in 2013, the company has become one of the largest technology-enabled immersive fitness platforms in the world, boasting more than 2.6 million members.
To facilitate the needs of its fast-growing membership and to keep the Peloton experience consistent globally—especially as more people rely on streaming digital fitness and wellness content during the pandemic—Peloton has appointed Dara Treseder, current CMO of Carbon and one of Adweek’s 2020 Women Trailblazers, to the role of svp, heading up global marketing and communications.
Treseder will oversee brand marketing, consumer insights, communications and creative, reporting directly to Peloton president William Lynch. She will begin her role on Aug. 18.
Treseder, who has previously led marketing teams at Carbon, GE, Apple and Goldman Sachs, will use her seasoned expertise to set the strategy and goals for Peloton’s marketing efforts by building the brand and driving international growth.
Per a Peloton statement, Treseder, an advocate of public health who serves on the board of the Public Health Institute and PG&E, is excited to join a brand committed to fitness.
“Motivating millions to stay active, centered, and connected—particularly during a time when it’s most needed—is vitally important to our physical and mental wellbeing as a society,” she said in the statement. “I am honored to partner with the amazing team at Peloton to empower people around the world to take better care of their bodies and minds anytime, anywhere, and to continue to grow global awareness for this brand.”
Additionally, Peloton has promoted Karina Kogan, its general manager of digital since April 2019, to the role of svp, head of global product marketing. In her new role, Kogan will oversee how Peloton markets its expanding product portfolio—specifically its Bike, Tread and Digital/App products and Strength discipline.
According to a statement, Kogan was instrumental in growing the Peloton app, which debuted in 2018. The brand’s performance marketing and media teams will also report to Kogan.