Peloton Interactive has appointed Megan Imbres as its chief marketing officer, effective July 7, marking the company’s fourth CMO change in five years. The move reflects Peloton’s ongoing challenges in adjusting its business post-pandemic boom.
Imbres brings extensive direct-to-consumer and entertainment marketing experience from roles at Apple, Amazon, and Netflix. She succeeds Lauren Weinberg, who left in April during a reorganization that divided Peloton’s marketing into separate chief marketing and chief communications functions.
An avid cyclist and triathlete, Imbres will oversee global brand and product marketing, growth strategies, creative development, consumer insights, and member engagement. She will report directly to CEO Peter Stern.
Before joining Peloton, Imbres led Apple’s marketing communications in Los Angeles, focusing on major campaigns including those tied to Apple Music and Apple TV. She previously held senior marketing roles at Amazon Advertising, the streaming startup Quibi, and Netflix, where she helped build the Originals brand.
Peloton is shifting its focus away from hardware-dependent offerings like bikes and treadmills, aiming to attract a broader subscriber base. During Weinberg’s tenure, the company launched campaigns targeting new audiences, such as a series featuring NFL players designed to appeal to millennial men.
Alongside this marketing leadership change, Peloton announced the promotion of Francis Shanahan to chief technology officer. Shanahan, formerly senior vice president of connected fitness software, will lead engineering and innovation efforts, including advancements in customer-facing artificial intelligence.