In a new video with Forbes, Dara Treseder, Peloton’s SVP, Head of Global Marketing and Communications, and Brad Olson, Peloton’s Chief Membership Officer, discussed cultivating community and building engagement with their members.
During the video, Dara and Brad discuss how Peloton’s culture has shifted during COVID-19.
Brad had an interesting tidbit in terms of how they view their members:
The level of emotional loyalty that our members have with our brands and instructors, that we hesitate to even call it loyalty. We want to put our members first.
Dara followed up with this quote:
We cultivate community. At Peloton, our members feel that. We are able to program classes and celebrate with them based on their group hashtags.
Brad later said that they find organic pockets of members and then cultivate that internally. He later mentioned that the group tags were created out of response to members putting hashtags in their location fields, so they leaned into it as a full feature.
Dara is fairly new to Peloton, so this is one of our first times to get to see her on video, and she comes across as extremely genuine and passionate about the company.
You can watch the entire video on Forbes’ website.