Peloton Interactive has appointed Megan Imbres as its new chief marketing officer, effective 7 July, marking the fourth person to hold the role since 2020 as the connected fitness brand continues to navigate post-pandemic challenges.
Imbres brings over 20 years of direct-to-consumer and brand marketing experience, having held senior roles at Apple, Amazon, Netflix, and Quibi.
Her appointment comes as Peloton looks to shift away from its reliance on hardware-based class subscriptions and appeal to a broader demographic.
She replaces Lauren Weinberg, who exited in April as part of a wider marketing restructure that split responsibilities between a CMO and a chief communications officer.
Reporting to CEO Peter Stern, Imbres will oversee Peloton’s global brand and product marketing, growth, creative, consumer insights, and member engagement.
A competitive triathlete and avid cyclist, she joins with a track record of leading brand transformation and data-driven strategy.
At Apple, Imbres served as managing director of Apple Marcom LA, where she led creative campaigns tied to high-profile cultural moments like the Apple Music Super Bowl Halftime Show and Apple TV’s MLS partnership.
Her earlier stints include leading brand marketing for Amazon’s advertising unit and helping establish Netflix’s Originals brand during her six years there.
Imbres’ appointment is part of Peloton’s broader transformation strategy. The brand is aiming to grow its subscriber base by moving beyond its traditional equipment-focused model.
One recent campaign, launched under Weinberg, featured the NFL’s Watt brothers in a bid to attract more millennial male users.
Alongside the new CMO hire, Peloton has promoted Francis Shanahan to the newly created role of chief technology officer.
Formerly SVP of connected fitness software, Shanahan will now lead Peloton’s engineering and innovation efforts, including customer-facing AI, reporting to chief product officer Nick Caldwell.
The leadership changes underscore Peloton’s push to reposition itself as a tech-forward fitness platform and revive sales momentum after the pandemic-era boom faded.
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