Peloton’s Top Marketer Is Leaving. Meanwhile, Its Ridership—and Stock—Are Soaring

The brand's head of global brand marketing, Carolyn Tisch Blodgett, announced her departure today

Photo of Carolyn Tisch Blodgett next to the Peloton logo
Carolyn Tisch Blodgett joined Peloton in 2016 as the company's first brand hire. - Credit by Peloton
Headshot of Kathryn Lundstrom

Carolyn Tisch Blodgett, svp and head of global brand marketing for Peloton, announced today in a post on LinkedIn that she’s leaving the fitness brand at the end of the month.

Tisch Blodgett was Peloton’s first hire in 2016, she wrote on LinkedIn. Since then, the company has grown to 2.6 million members worldwide.

The announcement comes just a day after the home exercise brand reported astronomical growth in its third quarter earnings call, including 94% year-over-year growth and $524.6 million in revenue during the quarter ending March 31—a 66% increase. This morning, Peloton stock was up more than 15%.

During the earnings call on Wednesday, Peloton chief financial officer Jill Woodworth said the company had halted all advertising in most markets in mid-March. Doing so, she said, allowed the brand “to see the benefits from many years of marketing investments in brand awareness and high customer satisfaction driving word-of-mouth referrals.”

Woodworth acknowledged during the call that certain pandemic-related changes, such as implementing hazard pay and pausing activities that required employees to enter customer homes, did balance out some of the growth.

Still, the “unexpected sharp increase in sales” has meant that Peloton well surpassed targets. As a result, customers are experiencing longer wait times than usual as the company works to fulfill equipment orders. Those delays are expected to continue throughout the fourth quarter as Peloton works to catch up, CEO and founder John Foley said on the call.

Peloton’s main product is its stationary bike, which costs over $2,000, plus a $39 monthly digital subscription fee to access virtual classes. In 2018, Peloton launched a treadmill at double the price, though there have been reports of a forthcoming, simpler version of the treadmill at a lower price point, as well as a rowing machine.

The success of the company, and the boost it has experienced with the closure of gyms and public spaces due to Covid-19, seems to indicate that last year’s infamous—and oft parodiedPeloton holiday ad didn’t have any lasting negative effects. While it was reported at the time that the ad coincided with a drop in the company’s stock, experts largely agreed that the two were unrelated and merely coincidental.

Tisch Blodgett will continue to serve in a an advisory role with Peloton following her last day as head of global brand marketing on May 29. She wrote in her post that the decision “will give me needed family time as I will be welcoming my third baby into the world this summer.”


@klundster kathryn.lundstrom@adweek.com Kathryn Lundstrom is Adweek's breaking news reporter based in Austin.
Publish date: May 7, 2020 https://dev.adweek.com/digital/pelotons-cmo-is-leaving-meanwhile-its-ridership-and-stock-are-soaring/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT