Shulou(Shulou.com)11/24 Report--

According to news in the morning of January 18, Beijing time, Peloton, an interactive fitness platform in the United States, has hired Leslie Berland, a former marketing director of Twitter, as its chief marketing officer (CMO), which officially came into effect on Wednesday.

After Elon Musk took the helm of Twitter last year, it sparked a wave of executive departures, restructuring and a sharp drop in revenue. Burland also decided to leave in November last year, after 10 years of marketing at American Express.

After joining Peloton, Burland will report to CEO Barry McCarthy and will be responsible for the company's marketing, membership and global communications departments. The former CMO Dara Treseder of Peloton left the company in September last year amid a wave of executive departures.

Ms. Burland said in a statement on Tuesday that she was happy to join the company "at this special time of transition."

After a difficult period when its share price plummeted 75 per cent in 2022, Peloton is trying to make the transition. The company reported a higher-than-expected first-quarter loss in November.

McCarthy, who took the helm of Peloton in February last year, said on a conference call in the first quarter that the company was attracting customers and promoting repetitive revenue through a new strategy.

In McCarthy's first year as Peloton CEO, he was responsible for defective treadmill recalls, mass layoffs and major leadership changes, all to help the once-epidemic-benefiting unit return to profitability. The company's shares, which peaked at $167.42 in January 2021, are now trading at about $11.

"as we continue to seek growth, it becomes critical to attract people to Peloton and maintain their passion and interaction through a variety of premium features. Burland and the marketing team will play a central role in broadening our tentacles, attractiveness and influence." McCarthy said in a statement on Tuesday.

Peloton reached a product sales agreement with Amazon in August and gradually withdrew from its traditional direct selling business model.

McCarthy is also responsible for gradually rolling out bike rental programs across the United States, allowing customers to rent the company's fitness bikes, order on-demand fitness courses as members, and return them after use.

The company is also trying to expand the reach of its digital applications, including allowing users to use its content library on third-party hardware through the "free value-added" model.

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