Peloton hires former Twitter chief as new head of marketing

Leslie Berland, CMO of Twitter Inc., speaks at the #HereWeAre Women In Tech event at the 2018 Consumer Electronics Show (CES) in Las Vegas, Nevada, USA on Wednesday, January 10, 2018.

Patrick T. Fallon | Bloomberg | Getty Images

peloton will nominate Leslie Burland, former head of marketing for Twitter, as its next chief marketing officer as of Wednesday.

Berland left Twitter in November amid a slew of executive layoffs since Elon Musk took over, leading to a massive restructuring and falling revenue for the social media giant. Previously, she helped lead marketing at American Express within 10 years.

Berland will report to Peloton CEO Barry McCarthy and oversee several divisions of the fitness equipment maker, including marketing, membership and global communications. Former chief marketing officer Dara Treseder left the company in September following a mass exodus of executives.

On Tuesday, Berland said she was “delighted” to have joined the company at this “unique moment on the journey of transformation.”

Peloton is trying to turn the tide after a rocky 2022, when its shares fell more than 75%. In November, the company reported a larger loss than analysts expected for the first fiscal quarter.

McCarthy, who took over in February, said during a first-quarter earnings report that the company’s new strategy to win customers and increase recurring revenue is in the works.

In his first year as CEO, McCarthy oversaw recalls of defective treadmills, mass layoffs and significant management changes – all as he tried to return the pandemic darling’s stock to profitability. The shares peaked at $167.42 in January 2021 and are now trading at around $11.

“As we continue our turn to growth, it’s important to showcase the magic that brings people to Peloton and keeps them passionate and engaged. [Berland] and the marketing team will play a central role in expanding our reach, appeal and influence,” McCarthy said in a statement Tuesday.

In August, Peloton struck a deal with Amazon to sell products, abandoning its traditional consumer-facing business model.

McCarthy is also overseeing the gradual rollout of a national bike-sharing program that allows customers to rent the company’s bike and sign up for on-demand classes, then return the bike whenever they want.

The company is also trying to expand its footprint in digital apps, including through a “freemium” model that will allow users to access their content library on third-party hardware.

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