Prior to assuming her role as svp, head of global marketing at Peloton in August, Dara Treseder was a member of the fitness brand’s app, which offers a comprehensive library of wellness classes, and a member of two community Peloton groups. So, when the opportunity arose for her to join the executive marketing leadership team at the company, she knew it was a great chance for her to continue a career directly connected to something she already had a passion for.
“Peloton is a big part of my life,” Treseder told Adweek on the CMO Moves podcast on Monday, “and motivating millions of people to stay active, centered and connected on health and wellness has always been a passion of mine personally. I’ve been on the board of the Public Health Institute for several years.”
Another aspect of the Peloton brand that Treseder is excited to continue to develop and grow? Its consistency in maintaining a strong visual identity and brand image. “I remember when I first received my Peloton bike and my shoes, and just the packaging showed how much love and care comes through and is expressed by the brand through all of the various touchpoints,” she added, noting that even as the company grows and scales—it now boasts 3 million members—that consistency remains true.
As a Peloton user and a community member of both Black Girl Magic and a Peloton working moms’ group, Treseder felt inspired to put the community at the forefront of its latest campaign, which diverges from the brand’s focus on product disruption in the industry.
“Since those early years, Peloton and our community have really grown significantly, and now we’re at a time that we think it’s so important for people to see and experience the fullness of what Peloton has to offer,” Treseder said, “And so we’re starting that journey with this campaign where we’re showcasing the Peloton experience through the lens of our members, through the lens of our community.”
That element community, which Treseder considers to be one of the most valuable offered by Peloton, is depicted in a spot from the campaign with real people in their homes sharing their authentic experiences interacting with the brand and being fully immersed in the fitness app’s culture and movement.
“I’m really, really excited for how we continue to tell that story, how we continue to really show the world the Peloton experience, because it really is unparalleled,” Treseder said.
Check out the full conversation between Treseder and Adweek’s Nadine Dietz here.