Peloton Interactive’s Chief Marketing Officer (CMO), Lauren Weinberg, has left the company as it reorganizes its marketing structure, a spokesperson confirmed to Marketing Dive. Weinberg joined Peloton in January 2024 from Intuit, where she led marketing for the QuickBooks brand.
The fitness company is restructuring its marketing division, splitting the responsibilities between two roles: a CMO and a Chief Communications Officer, both of whom will report directly to CEO Peter Stern. Stern, who joined Peloton in October, will take the lead on marketing while the company searches for candidates to fill these positions, according to Adweek.
Weinberg’s departure adds to a history of high turnover among Peloton’s executives, a trend that has intensified as the company adjusts to a post-pandemic landscape and increasing competition in the fitness industry. Weinberg’s predecessor, Leslie Berland, also held the position for less than a year. Additionally, Peloton is losing Letena Lindsay, Vice President of Global Communications, who has been with the company for seven years.
During her time at Peloton, Weinberg led initiatives such as a campaign last fall targeting millennial men, which featured NFL players J.J. and T.J. Watt in a competitive challenge. Historically, women make up around two-thirds of Peloton’s membership. Weinberg also played a role in a partnership with Coors Light earlier this year, which featured post-Super Bowl fitness classes designed to help fans burn off excess calories after the big game.
Peloton has been working to expand its offerings beyond its iconic stationary bike, with new programs focusing on strength training, yoga, and other exercises that do not require expensive equipment. This shift comes as Peloton faces increased competition from app-based fitness startups like Ladder, which has accused Peloton of copying its content model.
The company’s efforts to diversify its services have led to improved sales following a challenging post-pandemic period, although Peloton continues to struggle with profitability in its hardware segment. To lower costs, Peloton has been focused on increasing the efficiency of its marketing efforts.
In its fiscal Q2, which includes the holiday season, Peloton’s sales and marketing expenses dropped by 34%, totaling $153 million. Weinberg’s work to refine the company’s media strategy, including balancing performance-driven marketing with brand-focused campaigns like the Watt brothers initiative, was noted by Stern during a February earnings call.
