Two Wheels, Two Lead Marketers for Peloton

Peloton just became even more like a tech company: Instead of hiring just one lead marketer to replace Carolyn Tisch Blodgett, who left the company in May, it hired two. It’s a move more common in Silicon Valley than in fitness.

• Dara Treseder—who has worked at both Apple and GE—will now be Peloton’s senior VP, head of global marketing and communications.
• Karina Kogan will head up product marketing.

Why this matters: Hiring Treseder, a Black woman, for the role is one step toward Peloton CEO and Cofounder John Foley making good on his June promise to make Peloton leadership more diverse.

Zoom out: Peloton’s sales surged 66% year over year in its third quarter. It held its largest class ever in April. And it’s become so popular during the pandemic that Ad Age claimed Peloton doesn’t even need marketing.

My takeaway: Treseder and Kogan will be tasked with riding the company’s unexpected momentum into 2021—hopefully, this time with better ads.