In this edition of Marketer of the Week, Ignite Visibility spotlights Dara Treseder, Chief Marketing & Communications Officer at Peloton.
Ignite Visibility applauds her and the Peloton team for the company’s blowout fiscal first-quarter sales. Revenue rose a whopping 232% to $758 million from the previous year.
The company ended the quarter with 1.33 million connected fitness subscribers. That’s a 137% year-over-year increase.
Further, Peloton subscribers quadrupled the number of workouts they used to about 77 million. Believe it or not, that’s about the same as the 333% increase from the previous quarter.
The company continues to achieve success as the COVID-19 pandemic recently shuttered fitness centers all across the country (and even around the world). As a result, people now look for in-home workout opportunities.
Enter Peloton. Its interactive exercise equipment offers consumers the ability to generate a healthy sweat in the comfort of their own bonus rooms.
It’s not cheap, though. A Peloton treadmill will set you back more than $4,000.
But that price point hasn’t hampered demand. In fact, the company currently suffers from supply issues because so many consumers want home fitness equipment.
Still, that’s a good problem to have.
And with Dara Treseder, Chief Marketing & Communications Officer at Peloton now handling marketing for the company, it’s likely that demand will continue to soar.
A New Addition
Treseder joined Peloton on August 18 of this year. Before joining the company, she served as CMO for 3D printing company Carbon.
And before her stint at Carbon, Treseder was CMO of GE Business Innovations and GE Ventures.
In the past, she worked with marketing teams at Apple and Goldman Sachs.
While at Peloton, Treseder will set the strategy and goals for the company’s marketing efforts in an effort to promote the Peloton brand and drive international growth.
She’ll also oversee strategic marketing, consumer strategy, communications, and creative initiatives.
“Motivating millions to stay active, centered and connected — particularly during a time when it’s most needed — is vitally important to our physical and mental well-being as a society,” Dara Treseder said in a statement. “I am honored to partner with the amazing team at Peloton to empower people around the world to take care of their bodies and minds anytime, anywhere and to continue to grow global awareness for this brand.”
Peloton president William Lynch sang her praises as well.
“At Peloton, we’re mission-driven, focused on our Members and building a leadership team that reflects our core values,” he said. “Dara exemplifies the traits we look for in leaders here, and she has the kind of collaborative spirit that we value so much at Peloton. We’re excited that she’ll be applying her unique skills as a leader and marketer to continue to build Peloton into one of the most special brands in the world.”
A Portfolio of Recognitions
Dara Treseder, Chief Marketing & Communications Officer at Peloton is not without her share of accolades. She’s won multiple recognitions and landed on plenty of “watch” lists.
Among them:
- Ranked one of Silicon Valley’s Top 40 Leaders Under 40 by the Silicon Valley Business Journal
- Recognized by AdWeek as one of the Women Trailblazers
- Ranked by Business Insider as one of the Top 25 Most Innovative CMOs in the World
- Named a CMO to Watch by Business Insider in 2019
- Inducted into the Advertising Hall of Achievement
- Recognized by Forbes as CMO Next (one of 50 marketing chiefs redefining the role and shaping the future)
- Named one of the Women to Watch by AdAge in 2018
- Ranked by Inc. magazine as one of 30 Inspirational Women to Watch
And here are a few of her accomplishments that earned her the “40 Under 40” award:
- Helping minorities reach the C-Suite in corporate America
- Increasing brand value and generating growth for multiple companies
- Producing award-winning disruptive campaigns
Wrapping It Up
Dara Treseder lands at Peloton at the right time. There’s little doubt, though, that even with the pent up demand, her marketing strategies will make the brand even more attractive to consumers.
I look forward to seeing where she takes the company.
