Peloton has a new marketer in the hot seat.
In June 2025, Peloton Interactive announced that Megan Imbres will join its leadership team as Chief Marketing Officer, with her appointment effective July 7 2025. She will oversee global brand and product marketing, growth marketing, creative, consumer insights and member engagement, reporting directly to CEO Peter Stern.
At the same time, Peloton created its first ever Chief Technology Officer role, promoting Francis Shanahan, previously Senior Vice President of Connected Fitness Software, to focus on AI driven product innovation. The company has been very explicit that these twin moves are about combining creative and technical innovation to “empower Peloton Members to live fit, strong, long and happy.”
Imbres arrives with more than twenty years of experience in direct to consumer and tech marketing. She most recently led Apple Marcom LA, the group responsible for marketing communications for Apple’s services business, including high profile cultural moments such as the Apple Music Super Bowl Halftime Show. Before that she held senior roles at Amazon, Netflix and Quibi, building data driven campaigns for some of the world’s most influential technology and entertainment brands.
She also becomes Peloton’s fourth CMO since 2020, which tells you something about how turbulent the last few years have been for the brand as it came off its pandemic era high and tried to stabilise growth.
From a loyalty point of view, this appointment is interesting for a few reasons. Peloton’s entire model is built on recurring subscription revenue and high engagement members, not just one off bike sales. At the same time, the company is cutting traditional marketing spend and leaning into AI powered experiences and Peloton for Business, its B2B offering for employers, health plans and hospitality partners.
Putting a performance minded, entertainment savvy marketer in charge suggests Peloton wants marketing to feel closer to a streaming service and less like old school fitness equipment advertising. My read is that Imbres will be judged on whether she can turn Peloton’s content, app and AI features into a stickier, more personalised membership that keeps people paying every month, even if they never buy the hardware again.
If she gets that mix right, Peloton could shift from being “the expensive bike brand” to a broader, loyalty led fitness subscription that lives on phones, TVs, hotels and corporate wellness platforms – which is exactly where the brand needs to go next.