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Peloton Interactive’s chief marketer has departed the maker of connected fitness equipment as it rejiggers its marketing organization, a spokesperson confirmed to sister publication Marketing Dive. Lauren Weinberg joined the company in January 2024 from Intuit, where she led marketing for the QuickBooks brand.
Peloton is now splitting marketing between two roles: a chief marketing officer and a chief communications officer, both of whom will report to CEO Peter Stern. Stern, who joined Peloton in January, will spearhead marketing as Peloton seeks to fill these appointments, Adweek reported.
Weinberg’s short tenure adds to a run of executive churn for Peloton, which has struggled to navigate a bumpy transition out of the pandemic and an increasingly dynamic fitness category. Leslie Berland, Weinberg’s predecessor, lasted less than a year on the job. Peloton is also losing Vice President of Global Communications Letena Lindsay, a seven-year company veteran.
Initiatives overseen by Weinberg include a campaign launched last fall that targeted millennial men by pitting the NFL’s Watt brothers against each other in competition. Historically, about two-thirds of Peloton members are women. Earlier this year, the brand also partnered with Coors Light on post-Super Bowl exercise classes that aimed to help football fans sweat off a weekend of overindulgence.
Peloton has tried to broaden its appeal beyond seated bike classes, with a growing number of offerings around strength training, yoga and other exercises that aren’t tied to a pricey piece of hardware. It has faced fiercer competition in the app-based fitness space from startups like Ladder, which has ripped into Peloton for allegedly cribbing from its content model.
Diversification has nudged sales in a more positive direction after a punishing few post-pandemic years but Peloton has continued to grapple with making its hardware segment profitable. Improving marketing efficiency has been a mandate as the business looks to lower costs.
Sales and marketing expenses declined 34% year over year to $153 million in Peloton’s fiscal Q2, which includes the holiday period. Weinberg worked to make Peloton more disciplined about media mix modeling, Stern said on a February earnings call with analysts, while balancing performance marketing with more brand-oriented programs like the Watt brothers campaign.