1 00:00:00,120 --> 00:00:03,520 Speaker 1: I'm off my game today. No, you're not. People are 2 00:00:03,520 --> 00:00:05,200 Speaker 1: going to have to start making better content. I think 3 00:00:05,200 --> 00:00:06,640 Speaker 1: we're gonna be talking about this for a long time. 4 00:00:06,680 --> 00:00:09,440 Speaker 1: When you program for everyone, you program for no one. 5 00:00:09,440 --> 00:00:11,360 Speaker 1: I think it's that we're purpose driven platform like we're 6 00:00:11,360 --> 00:00:14,440 Speaker 1: trying to get to substance. How was that? Are you 7 00:00:14,480 --> 00:00:17,880 Speaker 1: happy with that? This is marketing therapy right now? It 8 00:00:17,960 --> 00:00:24,000 Speaker 1: really is what's up on? Laura Currenty and I'm Alexa Kristin. 9 00:00:24,079 --> 00:00:28,280 Speaker 1: Welcome back at Landia. It's hot Landia summer and we 10 00:00:28,440 --> 00:00:33,519 Speaker 1: have a great guest, Dara trus Cedar from Peloton is here. First. 11 00:00:33,760 --> 00:00:36,239 Speaker 1: The industry has talked widely about the four Seas, and 12 00:00:36,240 --> 00:00:38,519 Speaker 1: there are two seeds. I'm not talking about Kristin Krenzi. 13 00:00:38,800 --> 00:00:40,760 Speaker 1: We'll talk about that later. We're always part of the 14 00:00:40,800 --> 00:00:46,040 Speaker 1: four Seas. But really about collaboration, co operation, and creation. 15 00:00:46,880 --> 00:00:50,800 Speaker 1: Those are the things right now that are incredibly interesting 16 00:00:50,840 --> 00:00:53,080 Speaker 1: in terms of how new i P is being created, 17 00:00:53,320 --> 00:00:56,920 Speaker 1: but different than before in the past. I think post pandemic, 18 00:00:57,840 --> 00:01:02,440 Speaker 1: there's a surge in and understanding that those three things 19 00:01:02,520 --> 00:01:07,920 Speaker 1: coming together can create a sustainable, right, new kind of 20 00:01:08,120 --> 00:01:10,920 Speaker 1: thread of i P, or multiple threads of IP and 21 00:01:11,000 --> 00:01:13,600 Speaker 1: commercial opportunity. You know, lex, I think it's interesting in 22 00:01:13,880 --> 00:01:15,800 Speaker 1: use case of two right, in the sense of you 23 00:01:15,840 --> 00:01:18,240 Speaker 1: and I working together over the years and developing a 24 00:01:18,319 --> 00:01:20,880 Speaker 1: number of collaborations. How I would think about them previously 25 00:01:21,280 --> 00:01:23,440 Speaker 1: were these moments in time where you had a one 26 00:01:23,480 --> 00:01:26,520 Speaker 1: plus one equals three effect. We would use collaborations as 27 00:01:26,560 --> 00:01:29,960 Speaker 1: a means to move into new spaces, you know, get 28 00:01:29,959 --> 00:01:32,759 Speaker 1: in front of new audiences, you know, take over part 29 00:01:32,840 --> 00:01:36,920 Speaker 1: of the marketing our culturals like Guy's conversation. Right, this 30 00:01:36,920 --> 00:01:39,039 Speaker 1: new and interesting use case or approach from a brand, 31 00:01:39,520 --> 00:01:43,960 Speaker 1: and as brands look at collaborations as maybe previously thinking 32 00:01:44,160 --> 00:01:46,880 Speaker 1: you know, as a stunt or as a moment is 33 00:01:46,880 --> 00:01:49,920 Speaker 1: it now a strategy? And as what was once a 34 00:01:50,040 --> 00:01:52,680 Speaker 1: vertical business, So a collaboration might be tacked on to 35 00:01:52,680 --> 00:01:55,800 Speaker 1: to be an interesting moment in time now moving horizontally, 36 00:01:55,840 --> 00:01:58,800 Speaker 1: the ability to think about who are those like minded 37 00:01:58,840 --> 00:02:01,200 Speaker 1: brands or businesses that exists in the world that allows 38 00:02:01,280 --> 00:02:03,480 Speaker 1: us to move into new spaces, not as a moment 39 00:02:03,480 --> 00:02:06,200 Speaker 1: in time as a meaning to capture conversation, but to 40 00:02:06,240 --> 00:02:08,600 Speaker 1: build new revenue streams, to pull apart pieces of your 41 00:02:08,639 --> 00:02:12,800 Speaker 1: business that can actually exist in entirely new industries like 42 00:02:12,960 --> 00:02:17,200 Speaker 1: that part of the collaboration, cooperation and ultimately creating is 43 00:02:17,560 --> 00:02:20,240 Speaker 1: a really interesting thing that I think we're starting to 44 00:02:20,280 --> 00:02:25,000 Speaker 1: see accelerate um from a number of brands, as you mentioned, 45 00:02:25,280 --> 00:02:27,440 Speaker 1: in the retail space and beyond. So I love what 46 00:02:27,480 --> 00:02:30,840 Speaker 1: you're saying, Laura, and I think that instead of I'd 47 00:02:30,840 --> 00:02:33,200 Speaker 1: love to see a future instead of having, you know, 48 00:02:33,280 --> 00:02:40,200 Speaker 1: multivariate campaigns in marketing, having marketing need multivariate products interesting 49 00:02:40,360 --> 00:02:43,320 Speaker 1: and collaborations. And then you start to drill down on 50 00:02:43,400 --> 00:02:45,240 Speaker 1: what are the things that really work for this group 51 00:02:45,240 --> 00:02:48,000 Speaker 1: of buyers or this community, and is that something that's 52 00:02:48,040 --> 00:02:53,639 Speaker 1: actually more viable widely or viable to a group of 53 00:02:53,720 --> 00:02:56,880 Speaker 1: people and buyers that are so critical to my core 54 00:02:57,160 --> 00:03:01,400 Speaker 1: product and proposition. That starts to become really exciting. And 55 00:03:01,440 --> 00:03:05,000 Speaker 1: do I think that that's a product um you know, 56 00:03:05,120 --> 00:03:09,040 Speaker 1: a function of a product team or a marketing team. 57 00:03:09,040 --> 00:03:10,800 Speaker 1: I think it's both. But I think that marketers have 58 00:03:10,800 --> 00:03:13,120 Speaker 1: a real place and a real voice um where we 59 00:03:13,120 --> 00:03:17,600 Speaker 1: should start thinking more about product and product development. Here. 60 00:03:17,800 --> 00:03:19,840 Speaker 1: The second really quick point about what you said that 61 00:03:19,880 --> 00:03:22,000 Speaker 1: I think is really interesting and leading into the interview 62 00:03:22,040 --> 00:03:24,720 Speaker 1: a bit, is I got really excited the other day, 63 00:03:24,760 --> 00:03:29,160 Speaker 1: I actually saw on LinkedIn someone from Duncan Donuts was 64 00:03:29,240 --> 00:03:32,239 Speaker 1: talking about the same kind of mindset. When you kind 65 00:03:32,240 --> 00:03:37,080 Speaker 1: of combine a product, collaboration, and brand and there's real 66 00:03:37,200 --> 00:03:39,880 Speaker 1: value around those things, you start to get a whole 67 00:03:39,880 --> 00:03:45,400 Speaker 1: another set of innovation ideas, creativity, and community that you 68 00:03:45,440 --> 00:03:49,480 Speaker 1: start to attract to your company and your brand. Speaking 69 00:03:49,480 --> 00:03:53,600 Speaker 1: of Duncan, they just announced a collaboration with Backdrop for 70 00:03:53,640 --> 00:03:55,560 Speaker 1: their first ever paint collection. So I know on our 71 00:03:55,600 --> 00:03:58,120 Speaker 1: last episode we were talking with Steve Wilson that he 72 00:03:58,280 --> 00:04:01,360 Speaker 1: wishes there was a podcast talking about paint, but I 73 00:04:01,360 --> 00:04:03,480 Speaker 1: don't think he would have expected it to come from Duncan. 74 00:04:03,720 --> 00:04:05,480 Speaker 1: So I think that this is like what we're talking about. 75 00:04:05,560 --> 00:04:07,760 Speaker 1: Is there a podcast out there that's like paint colors 76 00:04:07,760 --> 00:04:09,520 Speaker 1: over coffee? You know what I mean? Like, it is 77 00:04:09,560 --> 00:04:13,880 Speaker 1: just really interesting to start thinking about how brands can 78 00:04:13,920 --> 00:04:17,359 Speaker 1: open up the aperture of access um to new and 79 00:04:17,400 --> 00:04:23,600 Speaker 1: interesting ways of thinking about you know, products, experiences, services 80 00:04:23,640 --> 00:04:27,040 Speaker 1: that don't necessarily have to be specifically in the wheelhouse, 81 00:04:27,080 --> 00:04:30,719 Speaker 1: but are just adjacent enough that can can expand your 82 00:04:30,760 --> 00:04:33,840 Speaker 1: mind to think about ultimately the one plus one equals three. 83 00:04:34,240 --> 00:04:37,839 Speaker 1: I think that it's very hard to do this, so 84 00:04:37,960 --> 00:04:40,440 Speaker 1: you have to have the right leadership, the right mindset. 85 00:04:40,800 --> 00:04:45,280 Speaker 1: And I'm excited to get into a conversation with Dara 86 00:04:45,600 --> 00:04:49,640 Speaker 1: Um because Peloton has done this really well. Now i 87 00:04:49,720 --> 00:04:52,560 Speaker 1: have not seen a company do this really well for 88 00:04:52,600 --> 00:04:55,719 Speaker 1: a sustained period of time, and I'm really interested to 89 00:04:55,720 --> 00:04:59,839 Speaker 1: see how does Peloton maybe start to show the world 90 00:04:59,839 --> 00:05:02,600 Speaker 1: of marketing and product a bit more about how you 91 00:05:02,640 --> 00:05:07,520 Speaker 1: sustain these types of things collaboration, cooperation, and creativity over 92 00:05:07,560 --> 00:05:21,200 Speaker 1: a long period of time. We'll be right back, all right, Atlantia. 93 00:05:21,440 --> 00:05:23,839 Speaker 1: We have a very special guest. We're so excited to 94 00:05:23,880 --> 00:05:27,159 Speaker 1: have s VP of Global Marketing and Comms from Peloton. 95 00:05:27,640 --> 00:05:30,840 Speaker 1: Welcome to the show, Dara tro Cedar. Thank you so 96 00:05:30,920 --> 00:05:33,440 Speaker 1: much for having me. I'm so excited to be here. 97 00:05:33,680 --> 00:05:35,440 Speaker 1: So Dara and getting ready for the show, Alex and 98 00:05:35,440 --> 00:05:37,520 Speaker 1: I were talking about we really need to get into 99 00:05:37,560 --> 00:05:44,440 Speaker 1: like the Peloton vibe. Let's do it, Dardar, do right, 100 00:05:44,600 --> 00:05:48,000 Speaker 1: do right? Welcome to the show. Now you got me 101 00:05:48,040 --> 00:05:51,000 Speaker 1: all hype. I'm like, let's go, that's set, let's do 102 00:05:51,080 --> 00:05:54,240 Speaker 1: I feel like that's very Peloton though, that's very Peloton right. 103 00:05:54,320 --> 00:05:56,600 Speaker 1: The slow class get in the zone. So obviously we've 104 00:05:56,600 --> 00:05:58,200 Speaker 1: all known each other for quite some time. We go 105 00:05:58,240 --> 00:06:00,120 Speaker 1: back to the days when you were the CMO of 106 00:06:00,160 --> 00:06:02,919 Speaker 1: ge Ventures in the spirit of catching up there in 107 00:06:02,920 --> 00:06:04,920 Speaker 1: this new role at Peloton, tell us what your initial 108 00:06:04,920 --> 00:06:07,240 Speaker 1: experience has been, Like, I love doing this when you're 109 00:06:07,240 --> 00:06:09,279 Speaker 1: doing it with old friends, it's so much more fun. 110 00:06:11,320 --> 00:06:13,760 Speaker 1: And yeah, I mean it's been really great. I think 111 00:06:13,760 --> 00:06:18,120 Speaker 1: that you know, Peloton is in such an amazing position 112 00:06:18,200 --> 00:06:21,040 Speaker 1: because here we are motivating millions of people around the world, 113 00:06:21,080 --> 00:06:24,400 Speaker 1: trying to help them be active, centered and connected. And 114 00:06:24,560 --> 00:06:27,320 Speaker 1: it's really a marketer's dream. How do you make that happen? Right? 115 00:06:28,160 --> 00:06:30,960 Speaker 1: What are the different tools in your toolkit that you 116 00:06:31,080 --> 00:06:34,560 Speaker 1: use to motivate people? Um, And it's been I've really 117 00:06:34,640 --> 00:06:38,440 Speaker 1: enjoyed it. We have such a wonderful team, so all 118 00:06:38,440 --> 00:06:41,479 Speaker 1: credit all always goes to the team, and I think 119 00:06:41,480 --> 00:06:43,479 Speaker 1: it's been incredible to see what we've been able to 120 00:06:43,480 --> 00:06:45,840 Speaker 1: accomplish in just a short period of time and we're 121 00:06:45,880 --> 00:06:49,000 Speaker 1: only getting started. It feels like the whole world knows Peloton, 122 00:06:49,160 --> 00:06:52,000 Speaker 1: loves Peloton. You guys still have a lot of room 123 00:06:52,080 --> 00:06:54,880 Speaker 1: to grow. When we talk to our friends and family, 124 00:06:54,880 --> 00:06:58,080 Speaker 1: they're like Oh yeah, Peloton, right, no question. I know 125 00:06:58,080 --> 00:07:00,839 Speaker 1: who they are, I know what they do. If someone 126 00:07:01,000 --> 00:07:04,479 Speaker 1: doesn't know Peloton, I'm really interested in knowing. How do 127 00:07:04,520 --> 00:07:07,440 Speaker 1: you describe Peloton? You know, that's a really great question. 128 00:07:08,000 --> 00:07:09,640 Speaker 1: And I think at the end of the day, what 129 00:07:09,720 --> 00:07:13,440 Speaker 1: we're doing that Peloton is we're helping you become the 130 00:07:13,480 --> 00:07:16,480 Speaker 1: best version of yourself, right, helping you with your physical 131 00:07:16,520 --> 00:07:20,200 Speaker 1: and mental health. And it's a connected fitness experience. So 132 00:07:20,360 --> 00:07:23,320 Speaker 1: right from the comfort of your home, you can get 133 00:07:23,320 --> 00:07:26,600 Speaker 1: a great workout, a phenomenal workout, and that was not 134 00:07:26,720 --> 00:07:29,840 Speaker 1: something that you could do before Peloton came on the scene. 135 00:07:30,040 --> 00:07:32,840 Speaker 1: I give so much credit to our founders and our CEO, 136 00:07:33,000 --> 00:07:36,600 Speaker 1: John Foley, because when they came up with this idea, 137 00:07:36,720 --> 00:07:39,120 Speaker 1: right with our founders, the world was like, wait, what 138 00:07:39,160 --> 00:07:41,440 Speaker 1: are you talking about? From im from my home, I'm 139 00:07:41,440 --> 00:07:43,880 Speaker 1: going to get a great workout. And now the whole 140 00:07:43,880 --> 00:07:46,280 Speaker 1: world knows it to be true. And now everybody's like, oh, 141 00:07:46,320 --> 00:07:48,120 Speaker 1: that's a great idea. I want to do that too, 142 00:07:48,560 --> 00:07:52,200 Speaker 1: And and so I think it's that that unmatched motivation, 143 00:07:52,760 --> 00:07:56,000 Speaker 1: right that you can get through a connected fitness experience. 144 00:07:56,320 --> 00:07:59,280 Speaker 1: That's what Peloton brings you. And so you have that 145 00:07:59,520 --> 00:08:06,240 Speaker 1: power whole combination of content and digital right, and hardware 146 00:08:06,240 --> 00:08:10,320 Speaker 1: and software all coming together music. Right, There's so much 147 00:08:10,400 --> 00:08:15,160 Speaker 1: coming together to deliver this immersive experience that's unlike anything 148 00:08:15,200 --> 00:08:18,280 Speaker 1: that's out there, unlike anything that anyone has experienced before. 149 00:08:18,800 --> 00:08:22,000 Speaker 1: And I think that that's what makes Peloton so special, 150 00:08:22,320 --> 00:08:26,040 Speaker 1: is that we created this category and and we're continuing 151 00:08:26,080 --> 00:08:29,320 Speaker 1: to innovate and push what it means to be a 152 00:08:29,360 --> 00:08:34,120 Speaker 1: connective fitness product. Marketers are pointing to Peloton as like 153 00:08:34,160 --> 00:08:38,120 Speaker 1: a gold standard example of everything you're talking about content, 154 00:08:38,280 --> 00:08:42,160 Speaker 1: entertainment and experience You've come from. As you said, great 155 00:08:42,160 --> 00:08:46,000 Speaker 1: companies that have really defined what greatness in their category 156 00:08:46,080 --> 00:08:50,400 Speaker 1: look like. What does greatness look like for marketing at 157 00:08:50,400 --> 00:08:52,840 Speaker 1: Peloton and how are you working with your team to 158 00:08:52,960 --> 00:08:57,080 Speaker 1: constantly plot on defining new greatness and creating greatness in 159 00:08:57,120 --> 00:09:00,839 Speaker 1: a marketing income space. Yeah, I think greatness for us 160 00:09:01,120 --> 00:09:04,920 Speaker 1: is really about again, I think that that combination bringing 161 00:09:04,960 --> 00:09:10,040 Speaker 1: the art and the science together to establish and grow relation, 162 00:09:10,200 --> 00:09:14,079 Speaker 1: our relationship with our members. That's what we're all about, right. 163 00:09:14,400 --> 00:09:17,840 Speaker 1: Everything we do a Peloton is centered on improving the 164 00:09:17,880 --> 00:09:20,840 Speaker 1: lives of our members. We are always saying what's in 165 00:09:20,880 --> 00:09:22,320 Speaker 1: it for our members? How is this going to help 166 00:09:22,320 --> 00:09:24,360 Speaker 1: our members? How does this make our members lives better? 167 00:09:24,440 --> 00:09:27,559 Speaker 1: Does this help our members out? We're always asking ourselves 168 00:09:27,800 --> 00:09:30,600 Speaker 1: the question what's in it for our members? And so 169 00:09:30,640 --> 00:09:34,640 Speaker 1: as marketers, everything that we do comes back to, Okay, 170 00:09:34,640 --> 00:09:37,319 Speaker 1: how do we bring the art and science together to 171 00:09:37,559 --> 00:09:41,560 Speaker 1: establish that relationship and continue to grow it, to develop 172 00:09:41,600 --> 00:09:45,280 Speaker 1: it to nurturing. Like every great relationship, it's it's gotta 173 00:09:45,360 --> 00:09:48,280 Speaker 1: be two ways, right, So we always always make sure 174 00:09:48,280 --> 00:09:51,000 Speaker 1: are we listening to our members? Are we paying attention 175 00:09:51,080 --> 00:09:53,600 Speaker 1: to what they're saying? And are we acting on it right? 176 00:09:53,760 --> 00:09:56,080 Speaker 1: Are we having a conversation with them? How do we 177 00:09:56,160 --> 00:09:59,079 Speaker 1: surprise and delight them? We never want to be an interruption. 178 00:09:59,360 --> 00:10:01,440 Speaker 1: We never want to marketing to be an interruption. We 179 00:10:01,520 --> 00:10:04,560 Speaker 1: always wanted to be a conversation. That's a source of delight, 180 00:10:04,640 --> 00:10:07,319 Speaker 1: a source of surprise, a source of joy. And so 181 00:10:07,440 --> 00:10:09,800 Speaker 1: for us, that's kind of what great looks like. And 182 00:10:09,840 --> 00:10:11,959 Speaker 1: you can't you can't do it with just the ar 183 00:10:12,120 --> 00:10:15,040 Speaker 1: or just the science, right, It's the combination bringing up 184 00:10:15,080 --> 00:10:18,840 Speaker 1: these things together. That's where the magic happens. It's interesting 185 00:10:18,880 --> 00:10:20,959 Speaker 1: to think about, and I'll use focus group of one. 186 00:10:21,040 --> 00:10:23,800 Speaker 1: I'm by myself, I'm plugged into this screen and I'm competing, 187 00:10:23,800 --> 00:10:25,600 Speaker 1: and there's a leaderboard and there's all this this data 188 00:10:25,640 --> 00:10:29,000 Speaker 1: and information going on. But then what quickly took hold 189 00:10:29,120 --> 00:10:31,719 Speaker 1: the more rides I got into at least this is 190 00:10:31,760 --> 00:10:34,480 Speaker 1: a media company. So dar am I thinking about this? Right? 191 00:10:34,640 --> 00:10:39,800 Speaker 1: Is Peloton moving towards more media company versus fitness company? 192 00:10:39,840 --> 00:10:42,480 Speaker 1: Are there other things in the programming space we're going 193 00:10:42,520 --> 00:10:45,680 Speaker 1: to see that go far beyond the hardware? Well, we 194 00:10:45,720 --> 00:10:49,199 Speaker 1: have a variety of disciplines already, right, we have yoga, 195 00:10:49,320 --> 00:10:52,480 Speaker 1: we have pilates, we have bar we have outdoor running. 196 00:10:52,800 --> 00:10:55,280 Speaker 1: So we already have a bunch of disciplines that you 197 00:10:55,320 --> 00:11:00,800 Speaker 1: can enjoy right without having a connected fitness equipment in 198 00:11:00,840 --> 00:11:02,880 Speaker 1: your house, So you don't you don't necessarily need to 199 00:11:02,880 --> 00:11:07,080 Speaker 1: equip it to start to benefit from an access Peloton 200 00:11:07,200 --> 00:11:09,840 Speaker 1: content from your phone. You can download the Peloton app. 201 00:11:10,000 --> 00:11:12,640 Speaker 1: You have a thirty day free trial um and you 202 00:11:12,679 --> 00:11:16,040 Speaker 1: can immediately start to take advantage of the content that 203 00:11:16,120 --> 00:11:18,760 Speaker 1: we have. And I think that you know, Laura, you 204 00:11:18,760 --> 00:11:20,960 Speaker 1: bring up a really great point. We all in some 205 00:11:21,040 --> 00:11:23,560 Speaker 1: ways of media company. Right, We've got our our chief 206 00:11:23,600 --> 00:11:26,360 Speaker 1: content Officer gen Cotta just a such a phenomenal job 207 00:11:26,400 --> 00:11:29,720 Speaker 1: with her team. We have got, you know, just incredible 208 00:11:29,760 --> 00:11:33,560 Speaker 1: content and world class instructors and it is truly enjoyable. 209 00:11:33,880 --> 00:11:36,600 Speaker 1: Like I am the kind of person that like from me, 210 00:11:36,640 --> 00:11:39,560 Speaker 1: I need to be motivated to work out, and you know, 211 00:11:39,720 --> 00:11:42,000 Speaker 1: even even just take today for example, I woke up 212 00:11:42,000 --> 00:11:44,360 Speaker 1: early and I was like, I've been wanting to take 213 00:11:44,440 --> 00:11:46,520 Speaker 1: an Alicia Keys ride and I just felt like the 214 00:11:46,559 --> 00:11:48,280 Speaker 1: Alicia Keys music and I was like, you know what, 215 00:11:48,360 --> 00:11:50,080 Speaker 1: I'm just gonna go take that ride. And I went. 216 00:11:50,120 --> 00:11:53,760 Speaker 1: This morning, I went downstairs, got on my bike, quick 217 00:11:53,800 --> 00:11:56,520 Speaker 1: thirty minute ride, and I was, I was, and it 218 00:11:56,559 --> 00:11:58,680 Speaker 1: was so funny. My daughter, my five year old daughter, 219 00:11:58,720 --> 00:12:00,320 Speaker 1: was in the next room, and when I came out, 220 00:12:00,360 --> 00:12:02,920 Speaker 1: she was like, Mommy, I loved hearing you sing, singing 221 00:12:02,960 --> 00:12:06,559 Speaker 1: at the top of my luves. I'm like enjoying myself. 222 00:12:06,640 --> 00:12:09,839 Speaker 1: It's like celebration and and and yes, I did get 223 00:12:09,840 --> 00:12:11,679 Speaker 1: a good work. I did not pr in that class, 224 00:12:11,720 --> 00:12:13,880 Speaker 1: didn't get a personal record, you know, because like I said, 225 00:12:13,880 --> 00:12:15,520 Speaker 1: I was singing at the top of my luve's really 226 00:12:15,640 --> 00:12:19,760 Speaker 1: enjoying the moment. But I think that's kind of what 227 00:12:19,920 --> 00:12:23,120 Speaker 1: it's about it's about we're not forcing anything on you. 228 00:12:23,160 --> 00:12:26,040 Speaker 1: I love when you said that it's not overprogrammed. Right. 229 00:12:26,360 --> 00:12:29,240 Speaker 1: We have such a sophisticate which such a great product 230 00:12:29,240 --> 00:12:31,960 Speaker 1: team that has done such a nice job where there's 231 00:12:32,000 --> 00:12:35,480 Speaker 1: all there is choice, but there's not too much, right so, 232 00:12:35,640 --> 00:12:39,240 Speaker 1: but there's there is a great variety so that you 233 00:12:39,280 --> 00:12:40,920 Speaker 1: get to pick and you can pick what makes sense 234 00:12:40,960 --> 00:12:43,000 Speaker 1: when you at that point. There are some days when 235 00:12:43,000 --> 00:12:45,840 Speaker 1: I'm like, you know what I really need a Cody 236 00:12:45,920 --> 00:12:48,920 Speaker 1: Rigsby specifically Britney Spears, right like, that is all I 237 00:12:49,000 --> 00:12:51,480 Speaker 1: need today. That is exactly what I need today. And 238 00:12:51,520 --> 00:12:53,199 Speaker 1: there might be some days where it's like, you know, 239 00:12:53,800 --> 00:12:57,200 Speaker 1: I really need and Alex to saw Club Bangers. That 240 00:12:57,400 --> 00:13:00,640 Speaker 1: is what I need today? Right shut the door. You 241 00:13:00,679 --> 00:13:03,439 Speaker 1: know I don't want my children in here. Darth Cenar 242 00:13:03,600 --> 00:13:05,800 Speaker 1: is about to leave the build up. Darth Johnson just 243 00:13:05,920 --> 00:13:11,280 Speaker 1: showed up. You know what I'm saying. I think we 244 00:13:11,400 --> 00:13:18,480 Speaker 1: just got your alter ego name a little while you 245 00:13:18,720 --> 00:13:20,959 Speaker 1: call that, what's the alter I need that alter ego? 246 00:13:21,080 --> 00:13:23,199 Speaker 1: I feel like there's a there's an alter ego and 247 00:13:23,280 --> 00:13:27,760 Speaker 1: Darth Johnson. There's an alter ego and Darroth Johnson. You know, 248 00:13:27,800 --> 00:13:29,559 Speaker 1: I was like, I can't have my kids see that, 249 00:13:29,600 --> 00:13:34,040 Speaker 1: you know, people's stuff. So I think, okay, So we 250 00:13:34,080 --> 00:13:35,880 Speaker 1: did have a question which we know you can't answer, 251 00:13:35,920 --> 00:13:39,000 Speaker 1: but who is your favorite instructor? Oh? I can't come 252 00:13:39,040 --> 00:13:41,760 Speaker 1: on now, that's like you I could list all of them. 253 00:13:41,760 --> 00:13:44,400 Speaker 1: I go for all of them. They're all amazing, every 254 00:13:44,440 --> 00:13:48,319 Speaker 1: single one of them. How Pivotal has the mobile app 255 00:13:48,360 --> 00:13:52,240 Speaker 1: without the device been to the efforts of getting people 256 00:13:52,280 --> 00:13:56,440 Speaker 1: actually on and involved in Peloton in general, I would 257 00:13:56,480 --> 00:14:00,240 Speaker 1: assume huge. I think it's been. Yes, absolutely is. I 258 00:14:00,240 --> 00:14:03,400 Speaker 1: think one of the things it's it were increasing access 259 00:14:03,840 --> 00:14:06,440 Speaker 1: in the sense that, like anybody, you can just download 260 00:14:06,520 --> 00:14:09,760 Speaker 1: the app thirty day free trial and start to immediately 261 00:14:10,160 --> 00:14:13,480 Speaker 1: immerse yourself in the Peloton community of the Peloton experience. 262 00:14:14,120 --> 00:14:17,760 Speaker 1: And you know that's so that's huge. Peloton Digital, you know, 263 00:14:17,920 --> 00:14:20,560 Speaker 1: is an important part of our business. And I think 264 00:14:20,600 --> 00:14:25,480 Speaker 1: it's you know, there will always be people who that's 265 00:14:25,520 --> 00:14:28,600 Speaker 1: the first point, that's the first way they come out exactly, 266 00:14:28,840 --> 00:14:31,280 Speaker 1: it's the lowest barrier to you know, the barrier to entry. 267 00:14:31,280 --> 00:14:33,840 Speaker 1: That's where it's lowest. There will always be people who 268 00:14:33,880 --> 00:14:36,400 Speaker 1: that's where they come in from. Right, and that's okay. 269 00:14:36,800 --> 00:14:39,040 Speaker 1: And so for us, we're constantly making sure that we 270 00:14:39,160 --> 00:14:42,280 Speaker 1: have a variety of content, not just great content for 271 00:14:42,360 --> 00:14:46,200 Speaker 1: our connected fitness devices, but also for the app making 272 00:14:46,200 --> 00:14:47,920 Speaker 1: sure that we have, you know, content that you don't 273 00:14:47,920 --> 00:14:51,440 Speaker 1: need any equipment for, or you need minimal equipment, so 274 00:14:51,480 --> 00:14:54,760 Speaker 1: that you can start to really begin your health and 275 00:14:54,800 --> 00:14:59,680 Speaker 1: wellness journey physically and mentally, even before you you know, 276 00:14:59,680 --> 00:15:01,400 Speaker 1: because I know you're gonna end up getting that bike, 277 00:15:01,400 --> 00:15:03,160 Speaker 1: because you're gonna start and you're gonna be like, I 278 00:15:03,240 --> 00:15:07,240 Speaker 1: eat my but you know that bike, you know, at 279 00:15:07,280 --> 00:15:09,280 Speaker 1: le we have you know, it's likely you know, you 280 00:15:09,280 --> 00:15:11,520 Speaker 1: guys start with the O d'euv's right, you know, you 281 00:15:11,560 --> 00:15:13,520 Speaker 1: start with the appetizers, and then you know, you're like, 282 00:15:13,560 --> 00:15:17,280 Speaker 1: you know what I mean, that bike and some wine. 283 00:15:17,880 --> 00:15:21,200 Speaker 1: It's interesting to think about how influential your instructors have 284 00:15:21,360 --> 00:15:25,800 Speaker 1: become in culture and from collaborations to you know, seeing 285 00:15:25,800 --> 00:15:28,360 Speaker 1: them building their own brands outside, you know, on social 286 00:15:28,400 --> 00:15:32,240 Speaker 1: and other endeavors that they have. How um are you 287 00:15:32,440 --> 00:15:35,560 Speaker 1: working with the instructors to imagine what I'll say a 288 00:15:35,640 --> 00:15:39,200 Speaker 1: horizontal build in reach of the organization as opposed to 289 00:15:39,280 --> 00:15:42,120 Speaker 1: a vertical one in in fitness alone. So you know, 290 00:15:42,280 --> 00:15:45,360 Speaker 1: I'll never forget when I first met John Foley Um 291 00:15:45,480 --> 00:15:48,360 Speaker 1: in person and we were talking. This is our founder 292 00:15:48,360 --> 00:15:50,880 Speaker 1: and CEO, and he said something to me, and it 293 00:15:51,080 --> 00:15:53,320 Speaker 1: really it touched me so much because I think it's 294 00:15:53,360 --> 00:15:57,840 Speaker 1: just so um it just really signifies who he is 295 00:15:57,880 --> 00:16:01,240 Speaker 1: and he's just spirit of generosity. And he said, you know, darn, 296 00:16:01,320 --> 00:16:02,600 Speaker 1: one thing I want you to know is I want 297 00:16:02,640 --> 00:16:05,000 Speaker 1: all of our instructors to be the biggest superstars they 298 00:16:05,000 --> 00:16:07,120 Speaker 1: could be, so just so you know, we want them 299 00:16:07,120 --> 00:16:10,040 Speaker 1: to have the biggest personal brands because as their brands group, 300 00:16:10,080 --> 00:16:12,360 Speaker 1: the Peloton brand grows. And I completely agree with that 301 00:16:12,360 --> 00:16:14,800 Speaker 1: philosophy and I love that. But that's so much in 302 00:16:14,800 --> 00:16:17,440 Speaker 1: the DNA. Our instructors, you know, their owners of the company. 303 00:16:17,480 --> 00:16:20,200 Speaker 1: They are part of the brand right um. They are 304 00:16:20,200 --> 00:16:22,360 Speaker 1: in many ways, sometimes on the front lines of the 305 00:16:22,360 --> 00:16:26,720 Speaker 1: brand as they are delivering you know, their messages unscripted 306 00:16:26,760 --> 00:16:31,320 Speaker 1: and really inviting us to enjoy and grow through the workout. 307 00:16:31,840 --> 00:16:33,960 Speaker 1: And so we you know, we are very supportive of 308 00:16:34,040 --> 00:16:36,960 Speaker 1: our instructors. We love our instructors, and so I work 309 00:16:37,000 --> 00:16:40,000 Speaker 1: closely with Jen Cotter and bred Olsen, our chief membership 310 00:16:40,040 --> 00:16:44,120 Speaker 1: officer and and team, and we we are constantly, you know, 311 00:16:44,480 --> 00:16:47,200 Speaker 1: um working with our instructors to support them in their 312 00:16:47,200 --> 00:16:49,880 Speaker 1: different endeavors. And I think it's been it's just been 313 00:16:49,920 --> 00:16:53,920 Speaker 1: really incredible to see how the Peloton brand has continued 314 00:16:53,920 --> 00:16:56,920 Speaker 1: to grow from strength to strength, and also our instructor 315 00:16:56,960 --> 00:16:59,480 Speaker 1: brands continue to grow from strength to strength. It's not 316 00:16:59,560 --> 00:17:03,840 Speaker 1: mutually exclusive. It's symbiotics. If you look at publishers and 317 00:17:03,920 --> 00:17:06,880 Speaker 1: you look at publisher talent right from you could look 318 00:17:06,880 --> 00:17:09,040 Speaker 1: at writers, you could look at journalists, you could look 319 00:17:09,080 --> 00:17:12,280 Speaker 1: at all sorts of things. Your instructors are this amazing 320 00:17:12,400 --> 00:17:16,680 Speaker 1: kind of talent, this bench of talent, and what phenomenal 321 00:17:16,760 --> 00:17:22,240 Speaker 1: I p you all have here to do extensions and create. 322 00:17:22,840 --> 00:17:25,840 Speaker 1: You know, what I would say is potentially like these 323 00:17:26,400 --> 00:17:30,720 Speaker 1: what you already have, these micro fandoms, You already have 324 00:17:30,840 --> 00:17:35,560 Speaker 1: them before you got on the Mike, Laura and Ryan 325 00:17:35,680 --> 00:17:38,439 Speaker 1: we're talking about their favorite instructors, and there was like 326 00:17:38,920 --> 00:17:43,679 Speaker 1: intimate detail of why they liked someone or what they 327 00:17:43,720 --> 00:17:45,560 Speaker 1: thought when they first took a class and they were 328 00:17:45,560 --> 00:17:47,120 Speaker 1: like uh and then they were like, oh my god, 329 00:17:47,160 --> 00:17:50,680 Speaker 1: that person like kicked my ass and I felt so good. 330 00:17:50,760 --> 00:17:53,040 Speaker 1: I'm only going back to them for like the next 331 00:17:53,160 --> 00:17:55,080 Speaker 1: time I feel like this mood or this mood or 332 00:17:55,119 --> 00:17:58,640 Speaker 1: this mood. Right, that's an amazing thing as a marketer, 333 00:17:59,560 --> 00:18:02,879 Speaker 1: too kind to be sitting on um and have the 334 00:18:02,920 --> 00:18:07,400 Speaker 1: ability to be so potentially creative with In some ways, 335 00:18:07,440 --> 00:18:11,119 Speaker 1: to me, it puts you in a really interesting seat 336 00:18:11,160 --> 00:18:14,879 Speaker 1: of not only being a marketer, but of being able 337 00:18:14,960 --> 00:18:19,200 Speaker 1: to take the kind of talent as product and looking 338 00:18:19,240 --> 00:18:21,520 Speaker 1: at them as how do you start to develop them 339 00:18:21,760 --> 00:18:25,199 Speaker 1: and those personalities using them as like almost extensions. Is 340 00:18:25,240 --> 00:18:29,960 Speaker 1: that something that you guys talk about or think about. So, 341 00:18:30,200 --> 00:18:33,960 Speaker 1: you know, for us, our instructors are you know, they 342 00:18:34,080 --> 00:18:38,560 Speaker 1: are incredible partners and they're a critical part of the 343 00:18:38,560 --> 00:18:41,960 Speaker 1: brand and a critical part of the experience. And so 344 00:18:42,040 --> 00:18:44,480 Speaker 1: for us, it's all about working together. Right. The way 345 00:18:44,520 --> 00:18:46,919 Speaker 1: we think about our instructors are what are their goals? 346 00:18:47,280 --> 00:18:49,480 Speaker 1: What do they want to accomplish, and how do we 347 00:18:49,520 --> 00:18:52,359 Speaker 1: accomplish it together? So that's how we really embrace it, 348 00:18:52,359 --> 00:18:54,600 Speaker 1: you know, our instructors. You know Jen Cotter, like I 349 00:18:54,600 --> 00:18:56,920 Speaker 1: talked about our chief content officers, she spends a lot 350 00:18:56,960 --> 00:18:59,359 Speaker 1: of time. That's her job, right, She manages all the instructors. 351 00:18:59,359 --> 00:19:03,000 Speaker 1: She and all of our programming globally and it's just 352 00:19:03,080 --> 00:19:05,239 Speaker 1: phenomenal at it. So she spends a lot of her 353 00:19:05,320 --> 00:19:07,280 Speaker 1: day doing that and that's what she works on. Where 354 00:19:07,280 --> 00:19:09,879 Speaker 1: we come in from a marketing standpoint is how do 355 00:19:09,960 --> 00:19:13,840 Speaker 1: we how do we partner right and help take that 356 00:19:13,920 --> 00:19:17,160 Speaker 1: to the next level, so you know what, like for example, 357 00:19:17,680 --> 00:19:20,200 Speaker 1: there was a new series we we recently launch which 358 00:19:20,240 --> 00:19:23,720 Speaker 1: you can participate in Right to Great Best with Alex Tucson, Right, 359 00:19:23,800 --> 00:19:26,560 Speaker 1: and that's so awesome. Right, it's Alex to SA you know, 360 00:19:26,960 --> 00:19:29,000 Speaker 1: is able to kind of be this coach and there's 361 00:19:29,040 --> 00:19:32,040 Speaker 1: competition and it's so fun. I'm on Tim Activates, which 362 00:19:32,080 --> 00:19:36,080 Speaker 1: is obviously the Tim that's gonna win. Uh, Like, is 363 00:19:36,080 --> 00:19:39,880 Speaker 1: there a sideline supporter section on the road to because 364 00:19:41,119 --> 00:19:44,600 Speaker 1: validate you know, you gotta validate yourself, activate your hustle. 365 00:19:44,680 --> 00:19:47,879 Speaker 1: So one I mean to activate of the hustle, you know. 366 00:19:48,119 --> 00:19:50,760 Speaker 1: So the Laura, I'm gonna look for you on the leaderboard. 367 00:19:51,200 --> 00:19:53,520 Speaker 1: So there's lots of exciting things like that, and I 368 00:19:53,520 --> 00:19:55,800 Speaker 1: think you're gonna continue to see that because when we 369 00:19:55,840 --> 00:19:58,160 Speaker 1: first came at the market, you know, it was like 370 00:19:58,320 --> 00:20:01,719 Speaker 1: we had to explain there's a bike you get on 371 00:20:01,760 --> 00:20:05,399 Speaker 1: the bike, there's an instructor, it's gonna go to you. They'readable, 372 00:20:05,560 --> 00:20:07,359 Speaker 1: high five your friend. You know. Like we had to 373 00:20:07,400 --> 00:20:10,040 Speaker 1: explain what the product was and we will continue to 374 00:20:10,040 --> 00:20:12,600 Speaker 1: do that. But because of the problem, we continue to innovate, 375 00:20:12,640 --> 00:20:14,520 Speaker 1: We continue to take things to to the next leup, 376 00:20:14,520 --> 00:20:18,040 Speaker 1: we continue to introduce amazing new features, etcetera. But in 377 00:20:18,080 --> 00:20:21,240 Speaker 1: addition to that, we can do deeper storytelling. Well, we 378 00:20:21,280 --> 00:20:24,119 Speaker 1: can really start to talk more about our instructors and 379 00:20:24,160 --> 00:20:27,439 Speaker 1: our content and our music and our programming. Right, and 380 00:20:27,480 --> 00:20:29,880 Speaker 1: so that's what you're gonna see a lot and our community. 381 00:20:30,040 --> 00:20:33,040 Speaker 1: I think that deeper storytelling is what we're good going 382 00:20:33,080 --> 00:20:36,120 Speaker 1: to have to continue to do that, deeper storytelling around 383 00:20:36,400 --> 00:20:39,480 Speaker 1: all of these facets that that really helped people to 384 00:20:40,359 --> 00:20:43,640 Speaker 1: feel connected to us. Right, So we established that relationship 385 00:20:43,720 --> 00:20:46,560 Speaker 1: and we grow it. It's so evident throughout this conversation 386 00:20:46,680 --> 00:20:48,840 Speaker 1: how member centric it is. And I know a marketing 387 00:20:48,840 --> 00:20:50,960 Speaker 1: we talk a lot about consumer first, consumer first, but 388 00:20:51,040 --> 00:20:54,240 Speaker 1: sometimes it's easy to um slide the other way and 389 00:20:54,520 --> 00:20:57,560 Speaker 1: get back to business service focus. What does that discipline 390 00:20:57,600 --> 00:21:00,119 Speaker 1: look like? What are the signals or you know, mechanism 391 00:21:00,200 --> 00:21:03,320 Speaker 1: by which you're making decisions on what stories to feature, 392 00:21:03,320 --> 00:21:05,240 Speaker 1: where to go in on, where to kind of refine, 393 00:21:05,480 --> 00:21:08,320 Speaker 1: um et cetera. Yeah, I think we are a data 394 00:21:08,400 --> 00:21:13,360 Speaker 1: driven company at Peloton, and I love that because everything 395 00:21:13,480 --> 00:21:18,080 Speaker 1: starts with consumer insights, right. And so we're listening, right, 396 00:21:18,160 --> 00:21:20,720 Speaker 1: We are listening to what our members are telling us. 397 00:21:20,880 --> 00:21:23,680 Speaker 1: And our members are telling us things through a variety 398 00:21:23,720 --> 00:21:26,520 Speaker 1: of channels. They're talking to us on social media, they're 399 00:21:26,520 --> 00:21:28,959 Speaker 1: talking to us in their member groups. They're talking to 400 00:21:29,080 --> 00:21:31,879 Speaker 1: us through the actions that they take on the product, right, 401 00:21:31,920 --> 00:21:34,439 Speaker 1: the workouts that they do, the music that they select, 402 00:21:34,480 --> 00:21:37,439 Speaker 1: what they request right there, all these different ways that 403 00:21:37,440 --> 00:21:40,520 Speaker 1: they're talking to us, and we're listening, and we're listening 404 00:21:40,800 --> 00:21:43,400 Speaker 1: and then we take action. So at Peloton, we talked 405 00:21:43,440 --> 00:21:45,560 Speaker 1: there's a there's a dynamic we talked about. You said 406 00:21:45,600 --> 00:21:47,840 Speaker 1: we did, You said we did. We do it with 407 00:21:47,840 --> 00:21:49,719 Speaker 1: our employees, and we do it with our members. This 408 00:21:49,800 --> 00:21:52,359 Speaker 1: is what you told us. These are the actions we 409 00:21:52,400 --> 00:21:55,360 Speaker 1: have taken as a result of that. For example, Beyonce, 410 00:21:55,840 --> 00:21:59,080 Speaker 1: she was our most requested artists. Right. Beyonce is a 411 00:21:59,080 --> 00:22:01,879 Speaker 1: Peloton member. She's been a Peloton member for several years. 412 00:22:02,119 --> 00:22:05,320 Speaker 1: She has enjoyed the power of music and how music 413 00:22:05,359 --> 00:22:07,640 Speaker 1: has powered her workouts, and she wanted to be able 414 00:22:07,640 --> 00:22:09,760 Speaker 1: to bring that to her fellow members, and we were 415 00:22:09,800 --> 00:22:13,040 Speaker 1: able to work together with her to do that, right. 416 00:22:13,080 --> 00:22:14,840 Speaker 1: But you know, and and the reason that was so 417 00:22:14,960 --> 00:22:17,399 Speaker 1: meaningful was because Beyonce wanted to do it and Peloto 418 00:22:17,440 --> 00:22:19,879 Speaker 1: wanted to but most importantly, our members wanted us to 419 00:22:19,920 --> 00:22:21,959 Speaker 1: do it. Do you see what I'm saying? Yes, we do. 420 00:22:22,119 --> 00:22:23,840 Speaker 1: In fact, Laura and I were having one of our 421 00:22:24,160 --> 00:22:29,000 Speaker 1: Atlantia like offline sessions talking about Peloton and I said 422 00:22:29,000 --> 00:22:33,080 Speaker 1: to Laura, the Beyonce thing is awesome that you had 423 00:22:33,119 --> 00:22:35,879 Speaker 1: just launched it. I was like, it's amazing. Here's what 424 00:22:36,040 --> 00:22:39,640 Speaker 1: a lot of people will not recognize. They were listening. 425 00:22:40,240 --> 00:22:44,879 Speaker 1: They knew that their members wanted Beyonce, and so I 426 00:22:44,920 --> 00:22:48,480 Speaker 1: am so excited that you have such a tangible example 427 00:22:48,640 --> 00:22:50,960 Speaker 1: of and that you have a practice. What you're talking 428 00:22:51,000 --> 00:22:55,159 Speaker 1: about is actually a cultural practice of you say it, 429 00:22:55,359 --> 00:22:57,520 Speaker 1: we do it. Yeah. I love that. That's going to 430 00:22:57,600 --> 00:23:00,480 Speaker 1: be the episode title. That's awesome. That is the episode tight. 431 00:23:00,680 --> 00:23:03,919 Speaker 1: That's going on a T shirt. It's a it's a 432 00:23:03,960 --> 00:23:08,000 Speaker 1: it's a great pedagogy, right, you know, because you sometimes 433 00:23:08,000 --> 00:23:11,840 Speaker 1: we're sitting on data swamps. You know, we collect data, data, data, data, 434 00:23:11,840 --> 00:23:13,800 Speaker 1: and we don't do anything about it. What's the point 435 00:23:13,800 --> 00:23:15,680 Speaker 1: of gathering all the data if you're not going to 436 00:23:15,760 --> 00:23:19,880 Speaker 1: take any action. For us, we're really focused. We're listening. 437 00:23:20,320 --> 00:23:22,199 Speaker 1: What are you telling us? What are we doing as 438 00:23:22,200 --> 00:23:24,359 Speaker 1: a result of it? And I think that's where you 439 00:23:24,520 --> 00:23:29,639 Speaker 1: see that relationship between the brand and the customer, right, 440 00:23:29,680 --> 00:23:32,280 Speaker 1: which for us, we you know, we think is our members. Right. 441 00:23:32,359 --> 00:23:35,040 Speaker 1: We see peloton on our members. You see it deepen, 442 00:23:35,280 --> 00:23:37,880 Speaker 1: you see it strengthen, you know, And we're not perfect. 443 00:23:37,920 --> 00:23:39,520 Speaker 1: We don't get it right all the time. There are 444 00:23:39,520 --> 00:23:41,800 Speaker 1: times we make mistakes. But we when we make mistakes 445 00:23:41,800 --> 00:23:44,360 Speaker 1: say hey we made a mistake. You know, we do 446 00:23:44,440 --> 00:23:47,159 Speaker 1: whatever it takes to to kind of get back on 447 00:23:47,160 --> 00:23:48,960 Speaker 1: the right side. I mean, I think about it like 448 00:23:49,000 --> 00:23:51,320 Speaker 1: I annoy my husband. You know, I don't know, probably probably, 449 00:23:51,359 --> 00:23:53,320 Speaker 1: you know, I don't know. Maybe let's not going let's 450 00:23:53,320 --> 00:23:55,920 Speaker 1: not look at the data on that one loves me. 451 00:23:56,400 --> 00:24:00,680 Speaker 1: That's a different ship. There's a great relay some tip there. 452 00:24:00,720 --> 00:24:02,520 Speaker 1: So it's like I don't get in a hundred percent 453 00:24:02,640 --> 00:24:04,200 Speaker 1: right all the time, you know, Like there are times 454 00:24:04,200 --> 00:24:06,199 Speaker 1: I do like annoying things or whatever. But it's like 455 00:24:06,240 --> 00:24:10,600 Speaker 1: it's okay, you've got there's the trust, there's love, there's joy, right, 456 00:24:10,640 --> 00:24:13,120 Speaker 1: and we are both, you know, being there for each other. 457 00:24:13,160 --> 00:24:15,160 Speaker 1: And as I think that's where the things brand. Sometimes 458 00:24:15,160 --> 00:24:16,840 Speaker 1: we forget that at the end of the day, it's 459 00:24:16,840 --> 00:24:19,960 Speaker 1: about relationship and like what are we How are we 460 00:24:20,000 --> 00:24:24,719 Speaker 1: building trust with our members? How do we continue to 461 00:24:24,720 --> 00:24:27,840 Speaker 1: build trust and continue to invest in those relationships? Right? 462 00:24:27,920 --> 00:24:31,200 Speaker 1: And it's a constant because just like with our relationships 463 00:24:31,320 --> 00:24:34,919 Speaker 1: with individuals, the relationship between a brand and imer a 464 00:24:34,960 --> 00:24:38,879 Speaker 1: customer is a living, breathing thing where you have to 465 00:24:38,920 --> 00:24:41,000 Speaker 1: continue to invest. And if you don't continue to invest 466 00:24:41,040 --> 00:24:43,680 Speaker 1: and build that relationship, it's gonna Deteriory, imagine a friend 467 00:24:43,680 --> 00:24:44,879 Speaker 1: that you haven't heard from in a long time and 468 00:24:44,880 --> 00:24:46,600 Speaker 1: they just call you, hey, Laura, you know hi, by 469 00:24:46,640 --> 00:24:48,480 Speaker 1: the way, like I'm here, Like we'd just love to 470 00:24:48,480 --> 00:24:50,200 Speaker 1: show up at your house in New Jersey. You're probably 471 00:24:50,240 --> 00:24:52,399 Speaker 1: gonna be like, I haven't heard from you in like 472 00:24:52,480 --> 00:24:54,679 Speaker 1: fifteen years, Um, I don't even know who you are 473 00:24:55,359 --> 00:24:58,919 Speaker 1: you you know. So it's what you have the ring for, 474 00:24:59,640 --> 00:25:02,120 Speaker 1: exact Actually, that's you have the ring for. We like decline, 475 00:25:02,359 --> 00:25:05,880 Speaker 1: So you know, it's it's about it's building a real 476 00:25:06,200 --> 00:25:09,600 Speaker 1: authentic relationship. That's what we really try to do. A Polton. 477 00:25:09,960 --> 00:25:11,880 Speaker 1: What I love that you're saying. I want to point 478 00:25:11,880 --> 00:25:13,680 Speaker 1: this out for marketers. I want to point this out 479 00:25:13,760 --> 00:25:17,920 Speaker 1: for anybody in the communications industry. Social media has become 480 00:25:18,240 --> 00:25:21,800 Speaker 1: the default channel to communicate something to say, I hear you. 481 00:25:21,920 --> 00:25:25,080 Speaker 1: If brands do it at all. What you're saying is 482 00:25:25,080 --> 00:25:29,960 Speaker 1: that you're changing the product. Huh that like the most 483 00:25:30,040 --> 00:25:34,280 Speaker 1: successful brands have done that. I am changing the thing 484 00:25:34,600 --> 00:25:38,040 Speaker 1: that you bought from me, not just putting it on 485 00:25:38,359 --> 00:25:41,600 Speaker 1: a you know, easy billboard for you to read. Not 486 00:25:41,680 --> 00:25:45,080 Speaker 1: just you're doing that too, I'm sure, but it's fundamentally 487 00:25:45,200 --> 00:25:50,240 Speaker 1: changing the product and the product experience. Is exactly what 488 00:25:50,520 --> 00:25:53,760 Speaker 1: modern product brands should be doing today. Well, it's also 489 00:25:53,840 --> 00:25:56,119 Speaker 1: interesting just building on that. Right, Like, I'm trying in 490 00:25:56,119 --> 00:25:59,359 Speaker 1: my head to think about the amount of hardware that 491 00:25:59,400 --> 00:26:01,600 Speaker 1: I have dale interactions with. No, I don't ride the 492 00:26:01,600 --> 00:26:03,240 Speaker 1: bike every day. I know I'm going to work on that. 493 00:26:03,520 --> 00:26:05,959 Speaker 1: But when I think about the amount of hardware, right, 494 00:26:06,000 --> 00:26:07,679 Speaker 1: like I think of Apple, right, I'm looking at my laptop, 495 00:26:07,760 --> 00:26:09,880 Speaker 1: my phone, there are very few brands I have that 496 00:26:09,920 --> 00:26:13,280 Speaker 1: many regular interactions within a week. So there's almost this 497 00:26:13,320 --> 00:26:16,760 Speaker 1: need to continually innovate and surprise and delight and continue 498 00:26:16,800 --> 00:26:20,520 Speaker 1: to program and stay in communication with me because now 499 00:26:20,560 --> 00:26:23,159 Speaker 1: it's it's a relationship with what was once thought a 500 00:26:23,160 --> 00:26:25,199 Speaker 1: bike in the corner of the room, but there's an 501 00:26:25,280 --> 00:26:27,639 Speaker 1: entire community on the other side of that. I mean, 502 00:26:27,680 --> 00:26:29,680 Speaker 1: how many brands in the world get to say that, yeah, 503 00:26:29,720 --> 00:26:32,359 Speaker 1: there's a community and you know, it's like it's a 504 00:26:32,400 --> 00:26:36,280 Speaker 1: source of joy and peace. And I can't tell you 505 00:26:36,280 --> 00:26:39,840 Speaker 1: how many times people like are like Peloton's change my 506 00:26:39,920 --> 00:26:42,640 Speaker 1: life and they mean it, including by the way human 507 00:26:42,720 --> 00:26:44,439 Speaker 1: I live with, Like my husband, I remember when I 508 00:26:44,520 --> 00:26:46,640 Speaker 1: Fride first coming and he's like, I'm a former Marima. 509 00:26:46,880 --> 00:26:49,080 Speaker 1: Now he's like, I'm looking at me on the leader board. 510 00:26:49,119 --> 00:26:51,359 Speaker 1: I'm almost at the very top and I'm gonna do 511 00:26:51,480 --> 00:26:55,120 Speaker 1: It's it's just it really it brings and whether it's 512 00:26:55,160 --> 00:26:57,840 Speaker 1: competition you need, or it's just joy, or it's just 513 00:26:58,280 --> 00:27:00,720 Speaker 1: you know, a time for you, or it's just relaxation, 514 00:27:00,840 --> 00:27:03,800 Speaker 1: or it's spending time with your loved ones exercising together, 515 00:27:04,200 --> 00:27:07,520 Speaker 1: whatever it is, it's like there is something for everyone, 516 00:27:07,960 --> 00:27:11,280 Speaker 1: right Peloton is truly for everyone, and I think that's 517 00:27:11,320 --> 00:27:15,000 Speaker 1: something that's that's really powerful because no matter who you 518 00:27:15,000 --> 00:27:17,919 Speaker 1: are or what you're looking for, you come to the 519 00:27:17,920 --> 00:27:20,560 Speaker 1: bike and you find it there. And I think that 520 00:27:20,560 --> 00:27:24,040 Speaker 1: that's the thing, right, It's like that the continued innovation 521 00:27:24,880 --> 00:27:28,119 Speaker 1: creates the space for us to meet you where you 522 00:27:28,160 --> 00:27:31,080 Speaker 1: are and give you exactly what you need in that moment. 523 00:27:31,160 --> 00:27:35,440 Speaker 1: Does it ever get challenging communicating that like thinking about 524 00:27:35,480 --> 00:27:37,840 Speaker 1: trying to be a lot of things to so many people. 525 00:27:38,280 --> 00:27:41,560 Speaker 1: We have obviously like a marketing communications framework that we 526 00:27:41,720 --> 00:27:44,679 Speaker 1: use say what are the key messages that we're trying 527 00:27:44,720 --> 00:27:50,000 Speaker 1: to to communicate to our members and and then you know, 528 00:27:50,080 --> 00:27:53,359 Speaker 1: communicating in that way, but I think what's even better 529 00:27:53,600 --> 00:27:56,360 Speaker 1: is that we're speaking to you in a way that 530 00:27:56,400 --> 00:28:00,800 Speaker 1: makes sense for you. So right, as a member, there 531 00:28:00,800 --> 00:28:03,959 Speaker 1: are things you tell us about what matters to you. 532 00:28:04,000 --> 00:28:08,160 Speaker 1: For example, you can join attack or create attack right, 533 00:28:08,200 --> 00:28:10,719 Speaker 1: and tags are the micro communities with our within our 534 00:28:10,760 --> 00:28:13,800 Speaker 1: broader communities. So for example, I am a part of 535 00:28:13,840 --> 00:28:17,480 Speaker 1: Peloton Moms and Peloton Working Moms, and there are many 536 00:28:17,520 --> 00:28:21,280 Speaker 1: times that I received communication that just blesses me because 537 00:28:21,280 --> 00:28:24,639 Speaker 1: it's just what I need and it's a catering to 538 00:28:25,320 --> 00:28:28,560 Speaker 1: what I'm looking for as a mom right as as 539 00:28:28,600 --> 00:28:31,600 Speaker 1: a as a mother that like me time that I need, 540 00:28:31,760 --> 00:28:35,480 Speaker 1: that that space for me, reminding me for to take 541 00:28:35,880 --> 00:28:39,640 Speaker 1: self care, reminding me to invest in myself. And I 542 00:28:39,680 --> 00:28:41,800 Speaker 1: think that that's the thing that's so powerful. And what 543 00:28:41,960 --> 00:28:44,320 Speaker 1: is amazing about Peloton is that it's not you're not 544 00:28:44,400 --> 00:28:47,080 Speaker 1: just hearing it from Peloton, but you're hearing you're from 545 00:28:47,080 --> 00:28:50,239 Speaker 1: fellow members, which is even more powerful, right, And I 546 00:28:50,280 --> 00:28:53,240 Speaker 1: think that is it's it's it's a true community that's 547 00:28:53,280 --> 00:28:56,960 Speaker 1: mutually reinforcing. So it's not just like a lot of 548 00:28:57,040 --> 00:29:00,800 Speaker 1: messages just going out in the ether, but so you're 549 00:29:00,880 --> 00:29:04,960 Speaker 1: hearing the messages for you in the language that matters 550 00:29:05,080 --> 00:29:07,280 Speaker 1: to you, about the things that are important to you, 551 00:29:07,760 --> 00:29:12,360 Speaker 1: and that allows you, I think, to really have that incredible, 552 00:29:12,440 --> 00:29:16,920 Speaker 1: unparalleled experience. What are the things that you're most excited 553 00:29:16,960 --> 00:29:19,640 Speaker 1: about as you look at your marketing comms roadmap in 554 00:29:19,680 --> 00:29:22,520 Speaker 1: the year ahead. Well, I'm really excited about, you know, 555 00:29:22,560 --> 00:29:24,360 Speaker 1: I mean, there's so many things I'm excited about. I 556 00:29:24,360 --> 00:29:26,600 Speaker 1: think one of the things that's more in the immediate 557 00:29:26,600 --> 00:29:30,560 Speaker 1: future that I'm excited about is we have nine top 558 00:29:30,640 --> 00:29:37,000 Speaker 1: tier elite athletes who are members of the Palatan community, uh, 559 00:29:37,200 --> 00:29:40,720 Speaker 1: some of whom are former Olympians uh, and some who 560 00:29:40,760 --> 00:29:45,600 Speaker 1: may be competing in activities over the summer. And we're excited, right. 561 00:29:45,640 --> 00:29:49,280 Speaker 1: We've got a whole train with champions stuff that's going 562 00:29:49,320 --> 00:29:51,760 Speaker 1: to be going down this summer and that's gonna be 563 00:29:51,800 --> 00:29:53,680 Speaker 1: a lot of fun. I think, you know, it's like 564 00:29:53,840 --> 00:29:56,360 Speaker 1: we're all excited, right, We're all ready to kind of 565 00:29:56,440 --> 00:29:58,920 Speaker 1: make the most of the summer. And I'm so excited 566 00:29:59,320 --> 00:30:01,840 Speaker 1: to do that way fellow members of the Peloton community, 567 00:30:01,840 --> 00:30:03,960 Speaker 1: and how we bring that to life and get inspired 568 00:30:04,000 --> 00:30:07,560 Speaker 1: and challenged, um, and just enjoy ourselves. Can I just 569 00:30:07,640 --> 00:30:10,560 Speaker 1: offer one product like this, just in the spirit of 570 00:30:10,840 --> 00:30:15,240 Speaker 1: you said, we do product feedback. Tap on the screen, 571 00:30:15,840 --> 00:30:18,080 Speaker 1: I want that shirt, Drop it in a shopping cart 572 00:30:18,080 --> 00:30:19,600 Speaker 1: from me. Peloton will buy it on the end of 573 00:30:19,640 --> 00:30:22,280 Speaker 1: the ride. It's just a product feature, just a suggestion 574 00:30:22,280 --> 00:30:25,520 Speaker 1: I'd like to tap to buy. Instruct your outfits from 575 00:30:25,600 --> 00:30:30,560 Speaker 1: the screen. I don't know if that's coming, Laura, Thank you, 576 00:30:30,840 --> 00:30:34,959 Speaker 1: thank you for sharing with us your experience. UM, I 577 00:30:35,000 --> 00:30:39,600 Speaker 1: will say Peloton Apparel, I mean, Jill fully talk about 578 00:30:39,600 --> 00:30:44,120 Speaker 1: a dynamic woman, our VP of Peloton Apparel, has built 579 00:30:44,200 --> 00:30:48,120 Speaker 1: I think a phenomenal business and and Peloton. I love 580 00:30:48,160 --> 00:30:51,680 Speaker 1: my Peloton apparel, you know, like it's like the weekend 581 00:30:51,760 --> 00:30:54,200 Speaker 1: comes in, I'm in my Peloton a parren, I'm rocking it. 582 00:30:54,240 --> 00:30:56,000 Speaker 1: And it's like I see, you know, I go to 583 00:30:56,000 --> 00:30:57,720 Speaker 1: the store, I see another mom, she looks at me. 584 00:30:57,760 --> 00:31:02,920 Speaker 1: We give each other that look girls, you know, and 585 00:31:02,920 --> 00:31:05,800 Speaker 1: and it just it is so wonderful and and it 586 00:31:05,880 --> 00:31:07,960 Speaker 1: just I also I just feel like it just always 587 00:31:08,000 --> 00:31:10,440 Speaker 1: makes everything look good when you wear the pelts On apparel, 588 00:31:10,480 --> 00:31:13,520 Speaker 1: and like makes everything look just exactly why you wanted 589 00:31:13,560 --> 00:31:18,600 Speaker 1: to look um instagram worthy perfect. And so I I 590 00:31:18,680 --> 00:31:21,400 Speaker 1: absolutely love our pelts On apparel. And I think you're 591 00:31:21,400 --> 00:31:23,600 Speaker 1: gonna you're continue to see just a lot of intervation 592 00:31:24,160 --> 00:31:27,440 Speaker 1: in that space, right, just a lot of really great So, Laura, 593 00:31:27,520 --> 00:31:29,640 Speaker 1: you are going to want to check out because there's 594 00:31:29,720 --> 00:31:32,560 Speaker 1: gonna be a lot of amazing things happening to just 595 00:31:32,640 --> 00:31:37,080 Speaker 1: stay tuned my credit card. Ready, we plugged in to 596 00:31:37,200 --> 00:31:41,680 Speaker 1: what's going on in the pellets On universe. And be ready, 597 00:31:41,320 --> 00:31:44,360 Speaker 1: you didn't even have to ask. They already knew. That's 598 00:31:44,360 --> 00:31:47,440 Speaker 1: how good they are. They are new as you look 599 00:31:47,440 --> 00:31:49,960 Speaker 1: out into the market. Um, one of the things that 600 00:31:49,960 --> 00:31:52,560 Speaker 1: are inspiring you right now, if you might chair you know, 601 00:31:52,720 --> 00:31:56,080 Speaker 1: I really like when brands accept who they are and 602 00:31:56,360 --> 00:31:59,400 Speaker 1: authentic to who they are. And I think that it's 603 00:31:59,440 --> 00:32:02,520 Speaker 1: interesting saying because you see that happen. I think in 604 00:32:02,560 --> 00:32:06,920 Speaker 1: a in a variety of ways and and and I'm 605 00:32:06,960 --> 00:32:10,920 Speaker 1: inspired by that, right And it's like sometimes it's like, 606 00:32:11,240 --> 00:32:14,640 Speaker 1: you know, provocative and a little like wait what, and 607 00:32:14,720 --> 00:32:19,200 Speaker 1: sometimes it's it's it's it's just it's spot on. But 608 00:32:19,280 --> 00:32:24,040 Speaker 1: I think whenever you're taking I want to see creative effectiveness. 609 00:32:24,480 --> 00:32:26,000 Speaker 1: So what I mean by that is I want to 610 00:32:26,040 --> 00:32:30,920 Speaker 1: see you push creativity to cut through the clutter and 611 00:32:31,080 --> 00:32:34,880 Speaker 1: be heard. And I'm inspired by the way brands are 612 00:32:34,920 --> 00:32:38,400 Speaker 1: doing that right, you know, whether it's using just completely 613 00:32:38,480 --> 00:32:43,880 Speaker 1: powerful novel storytelling, or it's like really really getting that 614 00:32:44,040 --> 00:32:48,000 Speaker 1: insight that creates that unlock for the campaign, like it's 615 00:32:48,040 --> 00:32:51,960 Speaker 1: just like spot on, everybody who sees it gets it immediately, 616 00:32:52,640 --> 00:32:57,720 Speaker 1: or it's using technology right as a way to you know, uh, 617 00:32:57,880 --> 00:33:01,800 Speaker 1: elevate your brand and different shape your brand. And I'm 618 00:33:01,840 --> 00:33:06,000 Speaker 1: excited to see how we focus on creative effectiveness because 619 00:33:06,040 --> 00:33:08,760 Speaker 1: I think for so long. You know, it was kind 620 00:33:08,760 --> 00:33:10,920 Speaker 1: of like we were the mad Men era where it 621 00:33:10,960 --> 00:33:12,920 Speaker 1: was and it was really mostly mad women because it 622 00:33:12,960 --> 00:33:16,360 Speaker 1: was women getting it done. Well, let's keep it real, 623 00:33:16,880 --> 00:33:20,800 Speaker 1: you know. But but but you had that era of advertising, right, 624 00:33:20,840 --> 00:33:24,240 Speaker 1: and then we kind of did a big swing over 625 00:33:24,280 --> 00:33:26,720 Speaker 1: to mark Tech and it was like every single mark 626 00:33:26,720 --> 00:33:30,080 Speaker 1: Tech stack you could, you could build. And I think 627 00:33:30,360 --> 00:33:32,800 Speaker 1: the beauty is in the middle, right. I think the 628 00:33:32,840 --> 00:33:37,000 Speaker 1: beauties when we have creativity and we have technology and 629 00:33:37,120 --> 00:33:41,520 Speaker 1: data and we bring them together. And creative effectiveness is 630 00:33:41,560 --> 00:33:44,760 Speaker 1: about that, right. Creative effectiveness is about looking at your 631 00:33:44,840 --> 00:33:48,640 Speaker 1: tool kit and figuring out what is that right, and 632 00:33:49,040 --> 00:33:52,360 Speaker 1: like what do what tool do I need to really 633 00:33:52,400 --> 00:33:57,320 Speaker 1: get the job done? And that really focusing on creative 634 00:33:57,360 --> 00:34:01,120 Speaker 1: effectiveness and like how am I creative and most effective 635 00:34:01,240 --> 00:34:05,480 Speaker 1: way at this particular point in time. So it's not 636 00:34:05,560 --> 00:34:08,440 Speaker 1: just even looking at your tools alone, but you have 637 00:34:08,560 --> 00:34:11,680 Speaker 1: to do it within the broader context of culture. That's 638 00:34:12,239 --> 00:34:15,359 Speaker 1: what excites me because I think things are moving so 639 00:34:15,480 --> 00:34:18,000 Speaker 1: quickly and they're only going to continue to change and 640 00:34:18,040 --> 00:34:21,920 Speaker 1: evolve and grow, and it's so you're never gonna be bored, 641 00:34:22,800 --> 00:34:26,919 Speaker 1: especially if you're always focusing on creative effectiveness. If that's 642 00:34:26,960 --> 00:34:29,480 Speaker 1: what you focus on, I think that's where you're going 643 00:34:29,520 --> 00:34:33,600 Speaker 1: to really see a lot of uh business results impact. 644 00:34:34,080 --> 00:34:36,760 Speaker 1: So that's what really excites me about the future of marketing. 645 00:34:37,080 --> 00:34:39,960 Speaker 1: So dark we're gonna go into our game. We call 646 00:34:40,000 --> 00:34:42,480 Speaker 1: it bye bye bye. What would you say goodbye to? 647 00:34:42,880 --> 00:34:47,520 Speaker 1: By A? What would you buy? B y? And what 648 00:34:47,560 --> 00:34:51,319 Speaker 1: would you do yourself? B Y? All right, Well, as 649 00:34:51,400 --> 00:34:55,040 Speaker 1: you know, I am moving right now across the country. 650 00:34:55,120 --> 00:34:57,319 Speaker 1: So what I'm saying bye bye too is all the 651 00:34:57,360 --> 00:34:59,640 Speaker 1: clutter in my life and all the furniture of my 652 00:34:59,719 --> 00:35:07,400 Speaker 1: love the children ruined. So I'm saying that amazing. Okay, 653 00:35:07,600 --> 00:35:11,640 Speaker 1: what are you going to purchase? And what I'm buying 654 00:35:12,160 --> 00:35:15,520 Speaker 1: is uh stuff that's gonna be like tailored to my 655 00:35:15,600 --> 00:35:18,799 Speaker 1: new house. Like I'm really excited. I actually, you know, 656 00:35:18,840 --> 00:35:21,600 Speaker 1: interior design, and that's like a you know, a little 657 00:35:21,600 --> 00:35:24,560 Speaker 1: like passion of mine. I'm an amateur interior designer. Like 658 00:35:24,560 --> 00:35:26,839 Speaker 1: when I say amateur means I'm not no one would 659 00:35:26,840 --> 00:35:28,799 Speaker 1: pay me to do it because I don't very well 660 00:35:28,880 --> 00:35:31,920 Speaker 1: when I enjoyed doing it and my husband indulges me. 661 00:35:32,040 --> 00:35:35,320 Speaker 1: So I'm so I'm really enjoying that, you know, looking 662 00:35:35,360 --> 00:35:38,640 Speaker 1: at rugs and lamps and like looking at the order 663 00:35:38,680 --> 00:35:40,960 Speaker 1: to delivery time and trying to figure out when it's 664 00:35:40,960 --> 00:35:43,840 Speaker 1: all gonna arrive. So I'm doing a lot of buying 665 00:35:43,840 --> 00:35:47,879 Speaker 1: of that right now. And by Darthrositar. So what I'm 666 00:35:47,920 --> 00:35:51,440 Speaker 1: currently working on. My daughter is wonderful and she is 667 00:35:51,800 --> 00:35:55,440 Speaker 1: um five years old and she loves to sing and 668 00:35:55,640 --> 00:36:00,319 Speaker 1: um she has been working on her own original songs. 669 00:36:00,400 --> 00:36:03,279 Speaker 1: So what I will be doing by Dartracy there is 670 00:36:03,320 --> 00:36:07,160 Speaker 1: trying to help her home produce, you know, with I 671 00:36:07,160 --> 00:36:10,399 Speaker 1: think a combination of a microphone and iPhone and other 672 00:36:10,480 --> 00:36:14,120 Speaker 1: home devices records some of her songs so she can 673 00:36:14,120 --> 00:36:17,600 Speaker 1: produce her first homemade EP for her grandma with all 674 00:36:17,640 --> 00:36:24,560 Speaker 1: these wonderful songs he's written. I love that. That is adorable. Adorable. So, Dara, 675 00:36:24,840 --> 00:36:27,440 Speaker 1: if people want to get a hold of you, how 676 00:36:27,440 --> 00:36:32,759 Speaker 1: do they follow you? At Daratrasy there on Instagram? Like 677 00:36:33,000 --> 00:36:36,799 Speaker 1: I you know, I connect with people through my Instagram. 678 00:36:36,800 --> 00:36:39,520 Speaker 1: It's another personal hobby of mine and they can find 679 00:36:39,520 --> 00:36:42,719 Speaker 1: you on My husband is like almost never on Instagram. 680 00:36:42,719 --> 00:36:45,080 Speaker 1: He only comes on my birthdays on Mother's Day to 681 00:36:45,160 --> 00:36:47,800 Speaker 1: do a post. Doesn't have the app on his phone 682 00:36:48,480 --> 00:36:50,680 Speaker 1: and so he doesn't. He has no idea that I 683 00:36:50,719 --> 00:36:53,720 Speaker 1: actually have a few followers. She's always like, Dara, nobody 684 00:36:53,760 --> 00:36:55,560 Speaker 1: even cares. And I'm like, no, I actually have a 685 00:36:55,600 --> 00:36:57,880 Speaker 1: few followers and he's like, what like two people. I'm like, no, 686 00:36:58,480 --> 00:37:01,080 Speaker 1: I actually have a few, and he's like, nobody cares. 687 00:37:01,080 --> 00:37:05,840 Speaker 1: Nobody cares. It's amazing. I enjoy It's my life diary. 688 00:37:05,840 --> 00:37:08,440 Speaker 1: It's my online diary with all of my Insta friends 689 00:37:08,480 --> 00:37:10,720 Speaker 1: who are amazing the support me to help me enjoy. 690 00:37:11,080 --> 00:37:13,799 Speaker 1: I love it. It's awesome. Congrats again on the new 691 00:37:13,920 --> 00:37:16,359 Speaker 1: role and all of your success. Will see you on 692 00:37:16,400 --> 00:37:19,520 Speaker 1: the leaderboard and we look forward to having you back soon. 693 00:37:19,680 --> 00:37:22,279 Speaker 1: Dark Thank you so much for coming. Yes, thank you, 694 00:37:22,440 --> 00:37:29,960 Speaker 1: thank you so much for having me. Okay, Laura, So, 695 00:37:30,200 --> 00:37:33,719 Speaker 1: after talking to Dara, do you think that Peloton is 696 00:37:33,840 --> 00:37:38,080 Speaker 1: a media company or hardware company? Well, I think it's 697 00:37:38,120 --> 00:37:40,880 Speaker 1: an an not an ore right. When I first bought 698 00:37:40,880 --> 00:37:43,759 Speaker 1: my peloton, by the way, i am on day two 699 00:37:43,920 --> 00:37:46,839 Speaker 1: of a thirty day run. So I'm just putting it 700 00:37:46,840 --> 00:37:50,600 Speaker 1: out there in the universe for some accountability. But but 701 00:37:50,840 --> 00:37:56,160 Speaker 1: I you know, I bought the peloton to exercise. What 702 00:37:56,320 --> 00:38:00,560 Speaker 1: I didn't anticipate was all of the discovery was going 703 00:38:00,600 --> 00:38:05,080 Speaker 1: to happen once I got in the brand right, discovery 704 00:38:05,080 --> 00:38:10,759 Speaker 1: of new music, discovery of new conversations, discovery of new communities, 705 00:38:11,239 --> 00:38:14,719 Speaker 1: and and ultimately as a marketers, you know, there's there's 706 00:38:14,760 --> 00:38:16,719 Speaker 1: part of me that's that's writing as a person, and 707 00:38:16,840 --> 00:38:18,880 Speaker 1: there's a part of me that that puts my marketing 708 00:38:18,920 --> 00:38:23,760 Speaker 1: hat on. The product continues to iterate, and in listening 709 00:38:23,800 --> 00:38:27,680 Speaker 1: to data, you see the new features show up time 710 00:38:27,680 --> 00:38:30,560 Speaker 1: and time again, and so you're you're watching what is 711 00:38:30,760 --> 00:38:33,799 Speaker 1: was presumably this feedback loop that is only making the 712 00:38:33,840 --> 00:38:37,759 Speaker 1: experience a more relevant um to me as an individual writer, 713 00:38:37,920 --> 00:38:41,640 Speaker 1: but more interesting as it relates to what's happening in 714 00:38:41,680 --> 00:38:47,000 Speaker 1: the cultural conversation, how they're using their platform, not their product, 715 00:38:47,040 --> 00:38:51,480 Speaker 1: their platform to be part of and continually bring you 716 00:38:51,520 --> 00:38:56,000 Speaker 1: back in to a community that exists right in your home. 717 00:38:56,280 --> 00:38:59,840 Speaker 1: And so I think it's it's a fascinating experiment and 718 00:39:00,000 --> 00:39:05,720 Speaker 1: and I never imagine buying a stationary bike would open 719 00:39:05,800 --> 00:39:09,400 Speaker 1: me up to what has become part of a daily 720 00:39:09,480 --> 00:39:12,800 Speaker 1: routine that is well beyond exercise. Yeah, I totally agree 721 00:39:12,800 --> 00:39:15,760 Speaker 1: with that, and I think that it will be really 722 00:39:15,840 --> 00:39:19,319 Speaker 1: interesting to see what Peloton does with the kind of 723 00:39:19,400 --> 00:39:27,040 Speaker 1: amazing creative and human I p with their instructors eventually 724 00:39:27,160 --> 00:39:31,120 Speaker 1: or are they going to really push into other areas 725 00:39:31,440 --> 00:39:35,360 Speaker 1: around hardware and software? UM. I think it's going to 726 00:39:35,440 --> 00:39:39,279 Speaker 1: be interesting to see how they really sustain their innovation 727 00:39:39,800 --> 00:39:42,440 Speaker 1: and stay ahead of the curve. It is not easy 728 00:39:42,480 --> 00:39:45,560 Speaker 1: to do, as you and I know, right, you start 729 00:39:45,640 --> 00:39:48,799 Speaker 1: to get onto I think as a communications, marketing and 730 00:39:48,840 --> 00:39:52,480 Speaker 1: product teams, you start to get into these amazing rhythms 731 00:39:52,480 --> 00:39:55,480 Speaker 1: and it does become the coveted flywheel that everyone wants. 732 00:39:56,440 --> 00:40:00,080 Speaker 1: But that coveted flywheel has to be really maintained and 733 00:40:00,280 --> 00:40:04,800 Speaker 1: planned and premeditated. And I think that there's all sorts 734 00:40:04,800 --> 00:40:07,560 Speaker 1: of external factors that can affect it. The thing is, 735 00:40:07,719 --> 00:40:10,680 Speaker 1: I think the product is actually an accessory to the 736 00:40:10,719 --> 00:40:13,839 Speaker 1: media company. I think it would that way. I think 737 00:40:13,840 --> 00:40:16,600 Speaker 1: it was always that way. I mean John Foley came 738 00:40:16,640 --> 00:40:20,920 Speaker 1: from I a C. It's a media holding company, UM, 739 00:40:20,960 --> 00:40:25,720 Speaker 1: And I think that that was probably the plan all along. 740 00:40:26,120 --> 00:40:29,359 Speaker 1: Now what do they do with that? I think that's 741 00:40:29,360 --> 00:40:33,280 Speaker 1: really interesting. If you're a founder today, you know, entering 742 00:40:33,440 --> 00:40:38,040 Speaker 1: space with product or or hardware. I think it's a 743 00:40:38,120 --> 00:40:42,879 Speaker 1: really interesting proposition to think about the software element and 744 00:40:43,160 --> 00:40:46,520 Speaker 1: what has to sit on top of your product or 745 00:40:46,600 --> 00:40:50,040 Speaker 1: hardware to continually keep people engaged. I think of it 746 00:40:50,080 --> 00:40:51,960 Speaker 1: as like you know how many apps are on your 747 00:40:52,000 --> 00:40:54,200 Speaker 1: phone or what are the apps on your home screen? 748 00:40:54,520 --> 00:40:57,320 Speaker 1: Is similar in that there has to be a repeated 749 00:40:57,400 --> 00:41:01,080 Speaker 1: use case and so what does that require? And as marketers, 750 00:41:01,120 --> 00:41:05,920 Speaker 1: how do you break through that? Hot Landia summer all 751 00:41:05,960 --> 00:41:09,680 Speaker 1: new episodes featuring Monica Padmin, co host of Armchair Expert, 752 00:41:09,920 --> 00:41:12,480 Speaker 1: the founders of Morning Brew, What's Up Alex in Austin 753 00:41:12,600 --> 00:41:16,640 Speaker 1: and Rashad to Baka walla industry luminary joining us this summer. 754 00:41:17,480 --> 00:41:20,080 Speaker 1: Stay tuned. Thanks for sticking with us. We'll see you 755 00:41:20,080 --> 00:41:22,560 Speaker 1: in two weeks. Laura hit it with the list of 756 00:41:22,600 --> 00:41:24,319 Speaker 1: all of our friends and family and my heart who 757 00:41:24,320 --> 00:41:26,560 Speaker 1: have been so good to us and helped us get 758 00:41:26,600 --> 00:41:30,320 Speaker 1: back on air. Big thank you to Bob Connal, Carter, Andy, 759 00:41:30,680 --> 00:41:34,080 Speaker 1: Eric gayle Val, Michael Jen We appreciate you. Thank you 760 00:41:34,120 --> 00:41:36,960 Speaker 1: so much for this opportunity. We'll see you in two weeks.