Speaker 1: I'm off my game today. No, you're not. People are
Speaker 1: going to have to start making better content. I think
Speaker 1: we're gonna be talking about this for a long time.
Speaker 1: When you program for everyone, you program for no one.
Speaker 1: I think it's that we're purpose driven platform like we're
Speaker 1: trying to get to substance. How was that? Are you
Speaker 1: happy with that? This is marketing therapy right now? It
Speaker 1: really is what's up on? Laura Currenty and I'm Alexa Kristin.
Speaker 1: Welcome back at Landia. It's hot Landia summer and we
Speaker 1: have a great guest, Dara trus Cedar from Peloton is here. First.
Speaker 1: The industry has talked widely about the four Seas, and
Speaker 1: there are two seeds. I'm not talking about Kristin Krenzi.
Speaker 1: We'll talk about that later. We're always part of the
Speaker 1: four Seas. But really about collaboration, co operation, and creation.
Speaker 1: Those are the things right now that are incredibly interesting
Speaker 1: in terms of how new i P is being created,
Speaker 1: but different than before in the past. I think post pandemic,
Speaker 1: there's a surge in and understanding that those three things
Speaker 1: coming together can create a sustainable, right, new kind of
Speaker 1: thread of i P, or multiple threads of IP and
Speaker 1: commercial opportunity. You know, lex, I think it's interesting in
Speaker 1: use case of two right, in the sense of you
Speaker 1: and I working together over the years and developing a
Speaker 1: number of collaborations. How I would think about them previously
Speaker 1: were these moments in time where you had a one
Speaker 1: plus one equals three effect. We would use collaborations as
Speaker 1: a means to move into new spaces, you know, get
Speaker 1: in front of new audiences, you know, take over part
Speaker 1: of the marketing our culturals like Guy's conversation. Right, this
Speaker 1: new and interesting use case or approach from a brand,
Speaker 1: and as brands look at collaborations as maybe previously thinking
Speaker 1: you know, as a stunt or as a moment is
Speaker 1: it now a strategy? And as what was once a
Speaker 1: vertical business, So a collaboration might be tacked on to
Speaker 1: to be an interesting moment in time now moving horizontally,
Speaker 1: the ability to think about who are those like minded
Speaker 1: brands or businesses that exists in the world that allows
Speaker 1: us to move into new spaces, not as a moment
Speaker 1: in time as a meaning to capture conversation, but to
Speaker 1: build new revenue streams, to pull apart pieces of your
Speaker 1: business that can actually exist in entirely new industries like
Speaker 1: that part of the collaboration, cooperation and ultimately creating is
Speaker 1: a really interesting thing that I think we're starting to
Speaker 1: see accelerate um from a number of brands, as you mentioned,
Speaker 1: in the retail space and beyond. So I love what
Speaker 1: you're saying, Laura, and I think that instead of I'd
Speaker 1: love to see a future instead of having, you know,
Speaker 1: multivariate campaigns in marketing, having marketing need multivariate products interesting
Speaker 1: and collaborations. And then you start to drill down on
Speaker 1: what are the things that really work for this group
Speaker 1: of buyers or this community, and is that something that's
Speaker 1: actually more viable widely or viable to a group of
Speaker 1: people and buyers that are so critical to my core
Speaker 1: product and proposition. That starts to become really exciting. And
Speaker 1: do I think that that's a product um you know,
Speaker 1: a function of a product team or a marketing team.
Speaker 1: I think it's both. But I think that marketers have
Speaker 1: a real place and a real voice um where we
Speaker 1: should start thinking more about product and product development. Here.
Speaker 1: The second really quick point about what you said that
Speaker 1: I think is really interesting and leading into the interview
Speaker 1: a bit, is I got really excited the other day,
Speaker 1: I actually saw on LinkedIn someone from Duncan Donuts was
Speaker 1: talking about the same kind of mindset. When you kind
Speaker 1: of combine a product, collaboration, and brand and there's real
Speaker 1: value around those things, you start to get a whole
Speaker 1: another set of innovation ideas, creativity, and community that you
Speaker 1: start to attract to your company and your brand. Speaking
Speaker 1: of Duncan, they just announced a collaboration with Backdrop for
Speaker 1: their first ever paint collection. So I know on our
Speaker 1: last episode we were talking with Steve Wilson that he
Speaker 1: wishes there was a podcast talking about paint, but I
Speaker 1: don't think he would have expected it to come from Duncan.
Speaker 1: So I think that this is like what we're talking about.
Speaker 1: Is there a podcast out there that's like paint colors
Speaker 1: over coffee? You know what I mean? Like, it is
Speaker 1: just really interesting to start thinking about how brands can
Speaker 1: open up the aperture of access um to new and
Speaker 1: interesting ways of thinking about you know, products, experiences, services
Speaker 1: that don't necessarily have to be specifically in the wheelhouse,
Speaker 1: but are just adjacent enough that can can expand your
Speaker 1: mind to think about ultimately the one plus one equals three.
Speaker 1: I think that it's very hard to do this, so
Speaker 1: you have to have the right leadership, the right mindset.
Speaker 1: And I'm excited to get into a conversation with Dara
Speaker 1: Um because Peloton has done this really well. Now i
Speaker 1: have not seen a company do this really well for
Speaker 1: a sustained period of time, and I'm really interested to
Speaker 1: see how does Peloton maybe start to show the world
Speaker 1: of marketing and product a bit more about how you
Speaker 1: sustain these types of things collaboration, cooperation, and creativity over
Speaker 1: a long period of time. We'll be right back, all right, Atlantia.
Speaker 1: We have a very special guest. We're so excited to
Speaker 1: have s VP of Global Marketing and Comms from Peloton.
Speaker 1: Welcome to the show, Dara tro Cedar. Thank you so
Speaker 1: much for having me. I'm so excited to be here.
Speaker 1: So Dara and getting ready for the show, Alex and
Speaker 1: I were talking about we really need to get into
Speaker 1: like the Peloton vibe. Let's do it, Dardar, do right,
Speaker 1: do right? Welcome to the show. Now you got me
Speaker 1: all hype. I'm like, let's go, that's set, let's do
Speaker 1: I feel like that's very Peloton though, that's very Peloton right.
Speaker 1: The slow class get in the zone. So obviously we've
Speaker 1: all known each other for quite some time. We go
Speaker 1: back to the days when you were the CMO of
Speaker 1: ge Ventures in the spirit of catching up there in
Speaker 1: this new role at Peloton, tell us what your initial
Speaker 1: experience has been, Like, I love doing this when you're
Speaker 1: doing it with old friends, it's so much more fun.
Speaker 1: And yeah, I mean it's been really great. I think
Speaker 1: that you know, Peloton is in such an amazing position
Speaker 1: because here we are motivating millions of people around the world,
Speaker 1: trying to help them be active, centered and connected. And
Speaker 1: it's really a marketer's dream. How do you make that happen? Right?
Speaker 1: What are the different tools in your toolkit that you
Speaker 1: use to motivate people? Um, And it's been I've really
Speaker 1: enjoyed it. We have such a wonderful team, so all
Speaker 1: credit all always goes to the team, and I think
Speaker 1: it's been incredible to see what we've been able to
Speaker 1: accomplish in just a short period of time and we're
Speaker 1: only getting started. It feels like the whole world knows Peloton,
Speaker 1: loves Peloton. You guys still have a lot of room
Speaker 1: to grow. When we talk to our friends and family,
Speaker 1: they're like Oh yeah, Peloton, right, no question. I know
Speaker 1: who they are, I know what they do. If someone
Speaker 1: doesn't know Peloton, I'm really interested in knowing. How do
Speaker 1: you describe Peloton? You know, that's a really great question.
Speaker 1: And I think at the end of the day, what
Speaker 1: we're doing that Peloton is we're helping you become the
Speaker 1: best version of yourself, right, helping you with your physical
Speaker 1: and mental health. And it's a connected fitness experience. So
Speaker 1: right from the comfort of your home, you can get
Speaker 1: a great workout, a phenomenal workout, and that was not
Speaker 1: something that you could do before Peloton came on the scene.
Speaker 1: I give so much credit to our founders and our CEO,
Speaker 1: John Foley, because when they came up with this idea,
Speaker 1: right with our founders, the world was like, wait, what
Speaker 1: are you talking about? From im from my home, I'm
Speaker 1: going to get a great workout. And now the whole
Speaker 1: world knows it to be true. And now everybody's like, oh,
Speaker 1: that's a great idea. I want to do that too,
Speaker 1: And and so I think it's that that unmatched motivation,
Speaker 1: right that you can get through a connected fitness experience.
Speaker 1: That's what Peloton brings you. And so you have that
Speaker 1: power whole combination of content and digital right, and hardware
Speaker 1: and software all coming together music. Right, There's so much
Speaker 1: coming together to deliver this immersive experience that's unlike anything
Speaker 1: that's out there, unlike anything that anyone has experienced before.
Speaker 1: And I think that that's what makes Peloton so special,
Speaker 1: is that we created this category and and we're continuing
Speaker 1: to innovate and push what it means to be a
Speaker 1: connective fitness product. Marketers are pointing to Peloton as like
Speaker 1: a gold standard example of everything you're talking about content,
Speaker 1: entertainment and experience You've come from. As you said, great
Speaker 1: companies that have really defined what greatness in their category
Speaker 1: look like. What does greatness look like for marketing at
Speaker 1: Peloton and how are you working with your team to
Speaker 1: constantly plot on defining new greatness and creating greatness in
Speaker 1: a marketing income space. Yeah, I think greatness for us
Speaker 1: is really about again, I think that that combination bringing
Speaker 1: the art and the science together to establish and grow relation,
Speaker 1: our relationship with our members. That's what we're all about, right.
Speaker 1: Everything we do a Peloton is centered on improving the
Speaker 1: lives of our members. We are always saying what's in
Speaker 1: it for our members? How is this going to help
Speaker 1: our members? How does this make our members lives better?
Speaker 1: Does this help our members out? We're always asking ourselves
Speaker 1: the question what's in it for our members? And so
Speaker 1: as marketers, everything that we do comes back to, Okay,
Speaker 1: how do we bring the art and science together to
Speaker 1: establish that relationship and continue to grow it, to develop
Speaker 1: it to nurturing. Like every great relationship, it's it's gotta
Speaker 1: be two ways, right, So we always always make sure
Speaker 1: are we listening to our members? Are we paying attention
Speaker 1: to what they're saying? And are we acting on it right?
Speaker 1: Are we having a conversation with them? How do we
Speaker 1: surprise and delight them? We never want to be an interruption.
Speaker 1: We never want to marketing to be an interruption. We
Speaker 1: always wanted to be a conversation. That's a source of delight,
Speaker 1: a source of surprise, a source of joy. And so
Speaker 1: for us, that's kind of what great looks like. And
Speaker 1: you can't you can't do it with just the ar
Speaker 1: or just the science, right, It's the combination bringing up
Speaker 1: these things together. That's where the magic happens. It's interesting
Speaker 1: to think about, and I'll use focus group of one.
Speaker 1: I'm by myself, I'm plugged into this screen and I'm competing,
Speaker 1: and there's a leaderboard and there's all this this data
Speaker 1: and information going on. But then what quickly took hold
Speaker 1: the more rides I got into at least this is
Speaker 1: a media company. So dar am I thinking about this? Right?
Speaker 1: Is Peloton moving towards more media company versus fitness company?
Speaker 1: Are there other things in the programming space we're going
Speaker 1: to see that go far beyond the hardware? Well, we
Speaker 1: have a variety of disciplines already, right, we have yoga,
Speaker 1: we have pilates, we have bar we have outdoor running.
Speaker 1: So we already have a bunch of disciplines that you
Speaker 1: can enjoy right without having a connected fitness equipment in
Speaker 1: your house, So you don't you don't necessarily need to
Speaker 1: equip it to start to benefit from an access Peloton
Speaker 1: content from your phone. You can download the Peloton app.
Speaker 1: You have a thirty day free trial um and you
Speaker 1: can immediately start to take advantage of the content that
Speaker 1: we have. And I think that you know, Laura, you
Speaker 1: bring up a really great point. We all in some
Speaker 1: ways of media company. Right, We've got our our chief
Speaker 1: content Officer gen Cotta just a such a phenomenal job
Speaker 1: with her team. We have got, you know, just incredible
Speaker 1: content and world class instructors and it is truly enjoyable.
Speaker 1: Like I am the kind of person that like from me,
Speaker 1: I need to be motivated to work out, and you know,
Speaker 1: even even just take today for example, I woke up
Speaker 1: early and I was like, I've been wanting to take
Speaker 1: an Alicia Keys ride and I just felt like the
Speaker 1: Alicia Keys music and I was like, you know what,
Speaker 1: I'm just gonna go take that ride. And I went.
Speaker 1: This morning, I went downstairs, got on my bike, quick
Speaker 1: thirty minute ride, and I was, I was, and it
Speaker 1: was so funny. My daughter, my five year old daughter,
Speaker 1: was in the next room, and when I came out,
Speaker 1: she was like, Mommy, I loved hearing you sing, singing
Speaker 1: at the top of my luves. I'm like enjoying myself.
Speaker 1: It's like celebration and and and yes, I did get
Speaker 1: a good work. I did not pr in that class,
Speaker 1: didn't get a personal record, you know, because like I said,
Speaker 1: I was singing at the top of my luve's really
Speaker 1: enjoying the moment. But I think that's kind of what
Speaker 1: it's about it's about we're not forcing anything on you.
Speaker 1: I love when you said that it's not overprogrammed. Right.
Speaker 1: We have such a sophisticate which such a great product
Speaker 1: team that has done such a nice job where there's
Speaker 1: all there is choice, but there's not too much, right so,
Speaker 1: but there's there is a great variety so that you
Speaker 1: get to pick and you can pick what makes sense
Speaker 1: when you at that point. There are some days when
Speaker 1: I'm like, you know what I really need a Cody
Speaker 1: Rigsby specifically Britney Spears, right like, that is all I
Speaker 1: need today. That is exactly what I need today. And
Speaker 1: there might be some days where it's like, you know,
Speaker 1: I really need and Alex to saw Club Bangers. That
Speaker 1: is what I need today? Right shut the door. You
Speaker 1: know I don't want my children in here. Darth Cenar
Speaker 1: is about to leave the build up. Darth Johnson just
Speaker 1: showed up. You know what I'm saying. I think we
Speaker 1: just got your alter ego name a little while you
Speaker 1: call that, what's the alter I need that alter ego?
Speaker 1: I feel like there's a there's an alter ego and
Speaker 1: Darth Johnson. There's an alter ego and Darroth Johnson. You know,
Speaker 1: I was like, I can't have my kids see that,
Speaker 1: you know, people's stuff. So I think, okay, So we
Speaker 1: did have a question which we know you can't answer,
Speaker 1: but who is your favorite instructor? Oh? I can't come
Speaker 1: on now, that's like you I could list all of them.
Speaker 1: I go for all of them. They're all amazing, every
Speaker 1: single one of them. How Pivotal has the mobile app
Speaker 1: without the device been to the efforts of getting people
Speaker 1: actually on and involved in Peloton in general, I would
Speaker 1: assume huge. I think it's been. Yes, absolutely is. I
Speaker 1: think one of the things it's it were increasing access
Speaker 1: in the sense that, like anybody, you can just download
Speaker 1: the app thirty day free trial and start to immediately
Speaker 1: immerse yourself in the Peloton community of the Peloton experience.
Speaker 1: And you know that's so that's huge. Peloton Digital, you know,
Speaker 1: is an important part of our business. And I think
Speaker 1: it's you know, there will always be people who that's
Speaker 1: the first point, that's the first way they come out exactly,
Speaker 1: it's the lowest barrier to you know, the barrier to entry.
Speaker 1: That's where it's lowest. There will always be people who
Speaker 1: that's where they come in from. Right, and that's okay.
Speaker 1: And so for us, we're constantly making sure that we
Speaker 1: have a variety of content, not just great content for
Speaker 1: our connected fitness devices, but also for the app making
Speaker 1: sure that we have, you know, content that you don't
Speaker 1: need any equipment for, or you need minimal equipment, so
Speaker 1: that you can start to really begin your health and
Speaker 1: wellness journey physically and mentally, even before you you know,
Speaker 1: because I know you're gonna end up getting that bike,
Speaker 1: because you're gonna start and you're gonna be like, I
Speaker 1: eat my but you know that bike, you know, at
Speaker 1: le we have you know, it's likely you know, you
Speaker 1: guys start with the O d'euv's right, you know, you
Speaker 1: start with the appetizers, and then you know, you're like,
Speaker 1: you know what I mean, that bike and some wine.
Speaker 1: It's interesting to think about how influential your instructors have
Speaker 1: become in culture and from collaborations to you know, seeing
Speaker 1: them building their own brands outside, you know, on social
Speaker 1: and other endeavors that they have. How um are you
Speaker 1: working with the instructors to imagine what I'll say a
Speaker 1: horizontal build in reach of the organization as opposed to
Speaker 1: a vertical one in in fitness alone. So you know,
Speaker 1: I'll never forget when I first met John Foley Um
Speaker 1: in person and we were talking. This is our founder
Speaker 1: and CEO, and he said something to me, and it
Speaker 1: really it touched me so much because I think it's
Speaker 1: just so um it just really signifies who he is
Speaker 1: and he's just spirit of generosity. And he said, you know, darn,
Speaker 1: one thing I want you to know is I want
Speaker 1: all of our instructors to be the biggest superstars they
Speaker 1: could be, so just so you know, we want them
Speaker 1: to have the biggest personal brands because as their brands group,
Speaker 1: the Peloton brand grows. And I completely agree with that
Speaker 1: philosophy and I love that. But that's so much in
Speaker 1: the DNA. Our instructors, you know, their owners of the company.
Speaker 1: They are part of the brand right um. They are
Speaker 1: in many ways, sometimes on the front lines of the
Speaker 1: brand as they are delivering you know, their messages unscripted
Speaker 1: and really inviting us to enjoy and grow through the workout.
Speaker 1: And so we you know, we are very supportive of
Speaker 1: our instructors. We love our instructors, and so I work
Speaker 1: closely with Jen Cotter and bred Olsen, our chief membership
Speaker 1: officer and and team, and we we are constantly, you know,
Speaker 1: um working with our instructors to support them in their
Speaker 1: different endeavors. And I think it's been it's just been
Speaker 1: really incredible to see how the Peloton brand has continued
Speaker 1: to grow from strength to strength, and also our instructor
Speaker 1: brands continue to grow from strength to strength. It's not
Speaker 1: mutually exclusive. It's symbiotics. If you look at publishers and
Speaker 1: you look at publisher talent right from you could look
Speaker 1: at writers, you could look at journalists, you could look
Speaker 1: at all sorts of things. Your instructors are this amazing
Speaker 1: kind of talent, this bench of talent, and what phenomenal
Speaker 1: I p you all have here to do extensions and create.
Speaker 1: You know, what I would say is potentially like these
Speaker 1: what you already have, these micro fandoms, You already have
Speaker 1: them before you got on the Mike, Laura and Ryan
Speaker 1: we're talking about their favorite instructors, and there was like
Speaker 1: intimate detail of why they liked someone or what they
Speaker 1: thought when they first took a class and they were
Speaker 1: like uh and then they were like, oh my god,
Speaker 1: that person like kicked my ass and I felt so good.
Speaker 1: I'm only going back to them for like the next
Speaker 1: time I feel like this mood or this mood or
Speaker 1: this mood. Right, that's an amazing thing as a marketer,
Speaker 1: too kind to be sitting on um and have the
Speaker 1: ability to be so potentially creative with In some ways,
Speaker 1: to me, it puts you in a really interesting seat
Speaker 1: of not only being a marketer, but of being able
Speaker 1: to take the kind of talent as product and looking
Speaker 1: at them as how do you start to develop them
Speaker 1: and those personalities using them as like almost extensions. Is
Speaker 1: that something that you guys talk about or think about. So,
Speaker 1: you know, for us, our instructors are you know, they
Speaker 1: are incredible partners and they're a critical part of the
Speaker 1: brand and a critical part of the experience. And so
Speaker 1: for us, it's all about working together. Right. The way
Speaker 1: we think about our instructors are what are their goals?
Speaker 1: What do they want to accomplish, and how do we
Speaker 1: accomplish it together? So that's how we really embrace it,
Speaker 1: you know, our instructors. You know Jen Cotter, like I
Speaker 1: talked about our chief content officers, she spends a lot
Speaker 1: of time. That's her job, right, She manages all the instructors.
Speaker 1: She and all of our programming globally and it's just
Speaker 1: phenomenal at it. So she spends a lot of her
Speaker 1: day doing that and that's what she works on. Where
Speaker 1: we come in from a marketing standpoint is how do
Speaker 1: we how do we partner right and help take that
Speaker 1: to the next level, so you know what, like for example,
Speaker 1: there was a new series we we recently launch which
Speaker 1: you can participate in Right to Great Best with Alex Tucson, Right,
Speaker 1: and that's so awesome. Right, it's Alex to SA you know,
Speaker 1: is able to kind of be this coach and there's
Speaker 1: competition and it's so fun. I'm on Tim Activates, which
Speaker 1: is obviously the Tim that's gonna win. Uh, Like, is
Speaker 1: there a sideline supporter section on the road to because
Speaker 1: validate you know, you gotta validate yourself, activate your hustle.
Speaker 1: So one I mean to activate of the hustle, you know.
Speaker 1: So the Laura, I'm gonna look for you on the leaderboard.
Speaker 1: So there's lots of exciting things like that, and I
Speaker 1: think you're gonna continue to see that because when we
Speaker 1: first came at the market, you know, it was like
Speaker 1: we had to explain there's a bike you get on
Speaker 1: the bike, there's an instructor, it's gonna go to you. They'readable,
Speaker 1: high five your friend. You know. Like we had to
Speaker 1: explain what the product was and we will continue to
Speaker 1: do that. But because of the problem, we continue to innovate,
Speaker 1: We continue to take things to to the next leup,
Speaker 1: we continue to introduce amazing new features, etcetera. But in
Speaker 1: addition to that, we can do deeper storytelling. Well, we
Speaker 1: can really start to talk more about our instructors and
Speaker 1: our content and our music and our programming. Right, and
Speaker 1: so that's what you're gonna see a lot and our community.
Speaker 1: I think that deeper storytelling is what we're good going
Speaker 1: to have to continue to do that, deeper storytelling around
Speaker 1: all of these facets that that really helped people to
Speaker 1: feel connected to us. Right, So we established that relationship
Speaker 1: and we grow it. It's so evident throughout this conversation
Speaker 1: how member centric it is. And I know a marketing
Speaker 1: we talk a lot about consumer first, consumer first, but
Speaker 1: sometimes it's easy to um slide the other way and
Speaker 1: get back to business service focus. What does that discipline
Speaker 1: look like? What are the signals or you know, mechanism
Speaker 1: by which you're making decisions on what stories to feature,
Speaker 1: where to go in on, where to kind of refine,
Speaker 1: um et cetera. Yeah, I think we are a data
Speaker 1: driven company at Peloton, and I love that because everything
Speaker 1: starts with consumer insights, right. And so we're listening, right,
Speaker 1: We are listening to what our members are telling us.
Speaker 1: And our members are telling us things through a variety
Speaker 1: of channels. They're talking to us on social media, they're
Speaker 1: talking to us in their member groups. They're talking to
Speaker 1: us through the actions that they take on the product, right,
Speaker 1: the workouts that they do, the music that they select,
Speaker 1: what they request right there, all these different ways that
Speaker 1: they're talking to us, and we're listening, and we're listening
Speaker 1: and then we take action. So at Peloton, we talked
Speaker 1: there's a there's a dynamic we talked about. You said
Speaker 1: we did, You said we did. We do it with
Speaker 1: our employees, and we do it with our members. This
Speaker 1: is what you told us. These are the actions we
Speaker 1: have taken as a result of that. For example, Beyonce,
Speaker 1: she was our most requested artists. Right. Beyonce is a
Speaker 1: Peloton member. She's been a Peloton member for several years.
Speaker 1: She has enjoyed the power of music and how music
Speaker 1: has powered her workouts, and she wanted to be able
Speaker 1: to bring that to her fellow members, and we were
Speaker 1: able to work together with her to do that, right.
Speaker 1: But you know, and and the reason that was so
Speaker 1: meaningful was because Beyonce wanted to do it and Peloto
Speaker 1: wanted to but most importantly, our members wanted us to
Speaker 1: do it. Do you see what I'm saying? Yes, we do.
Speaker 1: In fact, Laura and I were having one of our
Speaker 1: Atlantia like offline sessions talking about Peloton and I said
Speaker 1: to Laura, the Beyonce thing is awesome that you had
Speaker 1: just launched it. I was like, it's amazing. Here's what
Speaker 1: a lot of people will not recognize. They were listening.
Speaker 1: They knew that their members wanted Beyonce, and so I
Speaker 1: am so excited that you have such a tangible example
Speaker 1: of and that you have a practice. What you're talking
Speaker 1: about is actually a cultural practice of you say it,
Speaker 1: we do it. Yeah. I love that. That's going to
Speaker 1: be the episode title. That's awesome. That is the episode tight.
Speaker 1: That's going on a T shirt. It's a it's a
Speaker 1: it's a great pedagogy, right, you know, because you sometimes
Speaker 1: we're sitting on data swamps. You know, we collect data, data, data, data,
Speaker 1: and we don't do anything about it. What's the point
Speaker 1: of gathering all the data if you're not going to
Speaker 1: take any action. For us, we're really focused. We're listening.
Speaker 1: What are you telling us? What are we doing as
Speaker 1: a result of it? And I think that's where you
Speaker 1: see that relationship between the brand and the customer, right,
Speaker 1: which for us, we you know, we think is our members. Right.
Speaker 1: We see peloton on our members. You see it deepen,
Speaker 1: you see it strengthen, you know, And we're not perfect.
Speaker 1: We don't get it right all the time. There are
Speaker 1: times we make mistakes. But we when we make mistakes
Speaker 1: say hey we made a mistake. You know, we do
Speaker 1: whatever it takes to to kind of get back on
Speaker 1: the right side. I mean, I think about it like
Speaker 1: I annoy my husband. You know, I don't know, probably probably,
Speaker 1: you know, I don't know. Maybe let's not going let's
Speaker 1: not look at the data on that one loves me.
Speaker 1: That's a different ship. There's a great relay some tip there.
Speaker 1: So it's like I don't get in a hundred percent
Speaker 1: right all the time, you know, Like there are times
Speaker 1: I do like annoying things or whatever. But it's like
Speaker 1: it's okay, you've got there's the trust, there's love, there's joy, right,
Speaker 1: and we are both, you know, being there for each other.
Speaker 1: And as I think that's where the things brand. Sometimes
Speaker 1: we forget that at the end of the day, it's
Speaker 1: about relationship and like what are we How are we
Speaker 1: building trust with our members? How do we continue to
Speaker 1: build trust and continue to invest in those relationships? Right?
Speaker 1: And it's a constant because just like with our relationships
Speaker 1: with individuals, the relationship between a brand and imer a
Speaker 1: customer is a living, breathing thing where you have to
Speaker 1: continue to invest. And if you don't continue to invest
Speaker 1: and build that relationship, it's gonna Deteriory, imagine a friend
Speaker 1: that you haven't heard from in a long time and
Speaker 1: they just call you, hey, Laura, you know hi, by
Speaker 1: the way, like I'm here, Like we'd just love to
Speaker 1: show up at your house in New Jersey. You're probably
Speaker 1: gonna be like, I haven't heard from you in like
Speaker 1: fifteen years, Um, I don't even know who you are
Speaker 1: you you know. So it's what you have the ring for,
Speaker 1: exact Actually, that's you have the ring for. We like decline,
Speaker 1: So you know, it's it's about it's building a real
Speaker 1: authentic relationship. That's what we really try to do. A Polton.
Speaker 1: What I love that you're saying. I want to point
Speaker 1: this out for marketers. I want to point this out
Speaker 1: for anybody in the communications industry. Social media has become
Speaker 1: the default channel to communicate something to say, I hear you.
Speaker 1: If brands do it at all. What you're saying is
Speaker 1: that you're changing the product. Huh that like the most
Speaker 1: successful brands have done that. I am changing the thing
Speaker 1: that you bought from me, not just putting it on
Speaker 1: a you know, easy billboard for you to read. Not
Speaker 1: just you're doing that too, I'm sure, but it's fundamentally
Speaker 1: changing the product and the product experience. Is exactly what
Speaker 1: modern product brands should be doing today. Well, it's also
Speaker 1: interesting just building on that. Right, Like, I'm trying in
Speaker 1: my head to think about the amount of hardware that
Speaker 1: I have dale interactions with. No, I don't ride the
Speaker 1: bike every day. I know I'm going to work on that.
Speaker 1: But when I think about the amount of hardware, right,
Speaker 1: like I think of Apple, right, I'm looking at my laptop,
Speaker 1: my phone, there are very few brands I have that
Speaker 1: many regular interactions within a week. So there's almost this
Speaker 1: need to continually innovate and surprise and delight and continue
Speaker 1: to program and stay in communication with me because now
Speaker 1: it's it's a relationship with what was once thought a
Speaker 1: bike in the corner of the room, but there's an
Speaker 1: entire community on the other side of that. I mean,
Speaker 1: how many brands in the world get to say that, yeah,
Speaker 1: there's a community and you know, it's like it's a
Speaker 1: source of joy and peace. And I can't tell you
Speaker 1: how many times people like are like Peloton's change my
Speaker 1: life and they mean it, including by the way human
Speaker 1: I live with, Like my husband, I remember when I
Speaker 1: Fride first coming and he's like, I'm a former Marima.
Speaker 1: Now he's like, I'm looking at me on the leader board.
Speaker 1: I'm almost at the very top and I'm gonna do
Speaker 1: It's it's just it really it brings and whether it's
Speaker 1: competition you need, or it's just joy, or it's just
Speaker 1: you know, a time for you, or it's just relaxation,
Speaker 1: or it's spending time with your loved ones exercising together,
Speaker 1: whatever it is, it's like there is something for everyone,
Speaker 1: right Peloton is truly for everyone, and I think that's
Speaker 1: something that's that's really powerful because no matter who you
Speaker 1: are or what you're looking for, you come to the
Speaker 1: bike and you find it there. And I think that
Speaker 1: that's the thing, right, It's like that the continued innovation
Speaker 1: creates the space for us to meet you where you
Speaker 1: are and give you exactly what you need in that moment.
Speaker 1: Does it ever get challenging communicating that like thinking about
Speaker 1: trying to be a lot of things to so many people.
Speaker 1: We have obviously like a marketing communications framework that we
Speaker 1: use say what are the key messages that we're trying
Speaker 1: to to communicate to our members and and then you know,
Speaker 1: communicating in that way, but I think what's even better
Speaker 1: is that we're speaking to you in a way that
Speaker 1: makes sense for you. So right, as a member, there
Speaker 1: are things you tell us about what matters to you.
Speaker 1: For example, you can join attack or create attack right,
Speaker 1: and tags are the micro communities with our within our
Speaker 1: broader communities. So for example, I am a part of
Speaker 1: Peloton Moms and Peloton Working Moms, and there are many
Speaker 1: times that I received communication that just blesses me because
Speaker 1: it's just what I need and it's a catering to
Speaker 1: what I'm looking for as a mom right as as
Speaker 1: a as a mother that like me time that I need,
Speaker 1: that that space for me, reminding me for to take
Speaker 1: self care, reminding me to invest in myself. And I
Speaker 1: think that that's the thing that's so powerful. And what
Speaker 1: is amazing about Peloton is that it's not you're not
Speaker 1: just hearing it from Peloton, but you're hearing you're from
Speaker 1: fellow members, which is even more powerful, right, And I
Speaker 1: think that is it's it's it's a true community that's
Speaker 1: mutually reinforcing. So it's not just like a lot of
Speaker 1: messages just going out in the ether, but so you're
Speaker 1: hearing the messages for you in the language that matters
Speaker 1: to you, about the things that are important to you,
Speaker 1: and that allows you, I think, to really have that incredible,
Speaker 1: unparalleled experience. What are the things that you're most excited
Speaker 1: about as you look at your marketing comms roadmap in
Speaker 1: the year ahead. Well, I'm really excited about, you know,
Speaker 1: I mean, there's so many things I'm excited about. I
Speaker 1: think one of the things that's more in the immediate
Speaker 1: future that I'm excited about is we have nine top
Speaker 1: tier elite athletes who are members of the Palatan community, uh,
Speaker 1: some of whom are former Olympians uh, and some who
Speaker 1: may be competing in activities over the summer. And we're excited, right.
Speaker 1: We've got a whole train with champions stuff that's going
Speaker 1: to be going down this summer and that's gonna be
Speaker 1: a lot of fun. I think, you know, it's like
Speaker 1: we're all excited, right, We're all ready to kind of
Speaker 1: make the most of the summer. And I'm so excited
Speaker 1: to do that way fellow members of the Peloton community,
Speaker 1: and how we bring that to life and get inspired
Speaker 1: and challenged, um, and just enjoy ourselves. Can I just
Speaker 1: offer one product like this, just in the spirit of
Speaker 1: you said, we do product feedback. Tap on the screen,
Speaker 1: I want that shirt, Drop it in a shopping cart
Speaker 1: from me. Peloton will buy it on the end of
Speaker 1: the ride. It's just a product feature, just a suggestion
Speaker 1: I'd like to tap to buy. Instruct your outfits from
Speaker 1: the screen. I don't know if that's coming, Laura, Thank you,
Speaker 1: thank you for sharing with us your experience. UM, I
Speaker 1: will say Peloton Apparel, I mean, Jill fully talk about
Speaker 1: a dynamic woman, our VP of Peloton Apparel, has built
Speaker 1: I think a phenomenal business and and Peloton. I love
Speaker 1: my Peloton apparel, you know, like it's like the weekend
Speaker 1: comes in, I'm in my Peloton a parren, I'm rocking it.
Speaker 1: And it's like I see, you know, I go to
Speaker 1: the store, I see another mom, she looks at me.
Speaker 1: We give each other that look girls, you know, and
Speaker 1: and it just it is so wonderful and and it
Speaker 1: just I also I just feel like it just always
Speaker 1: makes everything look good when you wear the pelts On apparel,
Speaker 1: and like makes everything look just exactly why you wanted
Speaker 1: to look um instagram worthy perfect. And so I I
Speaker 1: absolutely love our pelts On apparel. And I think you're
Speaker 1: gonna you're continue to see just a lot of intervation
Speaker 1: in that space, right, just a lot of really great So, Laura,
Speaker 1: you are going to want to check out because there's
Speaker 1: gonna be a lot of amazing things happening to just
Speaker 1: stay tuned my credit card. Ready, we plugged in to
Speaker 1: what's going on in the pellets On universe. And be ready,
Speaker 1: you didn't even have to ask. They already knew. That's
Speaker 1: how good they are. They are new as you look
Speaker 1: out into the market. Um, one of the things that
Speaker 1: are inspiring you right now, if you might chair you know,
Speaker 1: I really like when brands accept who they are and
Speaker 1: authentic to who they are. And I think that it's
Speaker 1: interesting saying because you see that happen. I think in
Speaker 1: a in a variety of ways and and and I'm
Speaker 1: inspired by that, right And it's like sometimes it's like,
Speaker 1: you know, provocative and a little like wait what, and
Speaker 1: sometimes it's it's it's it's just it's spot on. But
Speaker 1: I think whenever you're taking I want to see creative effectiveness.
Speaker 1: So what I mean by that is I want to
Speaker 1: see you push creativity to cut through the clutter and
Speaker 1: be heard. And I'm inspired by the way brands are
Speaker 1: doing that right, you know, whether it's using just completely
Speaker 1: powerful novel storytelling, or it's like really really getting that
Speaker 1: insight that creates that unlock for the campaign, like it's
Speaker 1: just like spot on, everybody who sees it gets it immediately,
Speaker 1: or it's using technology right as a way to you know, uh,
Speaker 1: elevate your brand and different shape your brand. And I'm
Speaker 1: excited to see how we focus on creative effectiveness because
Speaker 1: I think for so long. You know, it was kind
Speaker 1: of like we were the mad Men era where it
Speaker 1: was and it was really mostly mad women because it
Speaker 1: was women getting it done. Well, let's keep it real,
Speaker 1: you know. But but but you had that era of advertising, right,
Speaker 1: and then we kind of did a big swing over
Speaker 1: to mark Tech and it was like every single mark
Speaker 1: Tech stack you could, you could build. And I think
Speaker 1: the beauty is in the middle, right. I think the
Speaker 1: beauties when we have creativity and we have technology and
Speaker 1: data and we bring them together. And creative effectiveness is
Speaker 1: about that, right. Creative effectiveness is about looking at your
Speaker 1: tool kit and figuring out what is that right, and
Speaker 1: like what do what tool do I need to really
Speaker 1: get the job done? And that really focusing on creative
Speaker 1: effectiveness and like how am I creative and most effective
Speaker 1: way at this particular point in time. So it's not
Speaker 1: just even looking at your tools alone, but you have
Speaker 1: to do it within the broader context of culture. That's
Speaker 1: what excites me because I think things are moving so
Speaker 1: quickly and they're only going to continue to change and
Speaker 1: evolve and grow, and it's so you're never gonna be bored,
Speaker 1: especially if you're always focusing on creative effectiveness. If that's
Speaker 1: what you focus on, I think that's where you're going
Speaker 1: to really see a lot of uh business results impact.
Speaker 1: So that's what really excites me about the future of marketing.
Speaker 1: So dark we're gonna go into our game. We call
Speaker 1: it bye bye bye. What would you say goodbye to?
Speaker 1: By A? What would you buy? B y? And what
Speaker 1: would you do yourself? B Y? All right, Well, as
Speaker 1: you know, I am moving right now across the country.
Speaker 1: So what I'm saying bye bye too is all the
Speaker 1: clutter in my life and all the furniture of my
Speaker 1: love the children ruined. So I'm saying that amazing. Okay,
Speaker 1: what are you going to purchase? And what I'm buying
Speaker 1: is uh stuff that's gonna be like tailored to my
Speaker 1: new house. Like I'm really excited. I actually, you know,
Speaker 1: interior design, and that's like a you know, a little
Speaker 1: like passion of mine. I'm an amateur interior designer. Like
Speaker 1: when I say amateur means I'm not no one would
Speaker 1: pay me to do it because I don't very well
Speaker 1: when I enjoyed doing it and my husband indulges me.
Speaker 1: So I'm so I'm really enjoying that, you know, looking
Speaker 1: at rugs and lamps and like looking at the order
Speaker 1: to delivery time and trying to figure out when it's
Speaker 1: all gonna arrive. So I'm doing a lot of buying
Speaker 1: of that right now. And by Darthrositar. So what I'm
Speaker 1: currently working on. My daughter is wonderful and she is
Speaker 1: um five years old and she loves to sing and
Speaker 1: um she has been working on her own original songs.
Speaker 1: So what I will be doing by Dartracy there is
Speaker 1: trying to help her home produce, you know, with I
Speaker 1: think a combination of a microphone and iPhone and other
Speaker 1: home devices records some of her songs so she can
Speaker 1: produce her first homemade EP for her grandma with all
Speaker 1: these wonderful songs he's written. I love that. That is adorable. Adorable. So, Dara,
Speaker 1: if people want to get a hold of you, how
Speaker 1: do they follow you? At Daratrasy there on Instagram? Like
Speaker 1: I you know, I connect with people through my Instagram.
Speaker 1: It's another personal hobby of mine and they can find
Speaker 1: you on My husband is like almost never on Instagram.
Speaker 1: He only comes on my birthdays on Mother's Day to
Speaker 1: do a post. Doesn't have the app on his phone
Speaker 1: and so he doesn't. He has no idea that I
Speaker 1: actually have a few followers. She's always like, Dara, nobody
Speaker 1: even cares. And I'm like, no, I actually have a
Speaker 1: few followers and he's like, what like two people. I'm like, no,
Speaker 1: I actually have a few, and he's like, nobody cares.
Speaker 1: Nobody cares. It's amazing. I enjoy It's my life diary.
Speaker 1: It's my online diary with all of my Insta friends
Speaker 1: who are amazing the support me to help me enjoy.
Speaker 1: I love it. It's awesome. Congrats again on the new
Speaker 1: role and all of your success. Will see you on
Speaker 1: the leaderboard and we look forward to having you back soon.
Speaker 1: Dark Thank you so much for coming. Yes, thank you,
Speaker 1: thank you so much for having me. Okay, Laura, So,
Speaker 1: after talking to Dara, do you think that Peloton is
Speaker 1: a media company or hardware company? Well, I think it's
Speaker 1: an an not an ore right. When I first bought
Speaker 1: my peloton, by the way, i am on day two
Speaker 1: of a thirty day run. So I'm just putting it
Speaker 1: out there in the universe for some accountability. But but
Speaker 1: I you know, I bought the peloton to exercise. What
Speaker 1: I didn't anticipate was all of the discovery was going
Speaker 1: to happen once I got in the brand right, discovery
Speaker 1: of new music, discovery of new conversations, discovery of new communities,
Speaker 1: and and ultimately as a marketers, you know, there's there's
Speaker 1: part of me that's that's writing as a person, and
Speaker 1: there's a part of me that that puts my marketing
Speaker 1: hat on. The product continues to iterate, and in listening
Speaker 1: to data, you see the new features show up time
Speaker 1: and time again, and so you're you're watching what is
Speaker 1: was presumably this feedback loop that is only making the
Speaker 1: experience a more relevant um to me as an individual writer,
Speaker 1: but more interesting as it relates to what's happening in
Speaker 1: the cultural conversation, how they're using their platform, not their product,
Speaker 1: their platform to be part of and continually bring you
Speaker 1: back in to a community that exists right in your home.
Speaker 1: And so I think it's it's a fascinating experiment and
Speaker 1: and I never imagine buying a stationary bike would open
Speaker 1: me up to what has become part of a daily
Speaker 1: routine that is well beyond exercise. Yeah, I totally agree
Speaker 1: with that, and I think that it will be really
Speaker 1: interesting to see what Peloton does with the kind of
Speaker 1: amazing creative and human I p with their instructors eventually
Speaker 1: or are they going to really push into other areas
Speaker 1: around hardware and software? UM. I think it's going to
Speaker 1: be interesting to see how they really sustain their innovation
Speaker 1: and stay ahead of the curve. It is not easy
Speaker 1: to do, as you and I know, right, you start
Speaker 1: to get onto I think as a communications, marketing and
Speaker 1: product teams, you start to get into these amazing rhythms
Speaker 1: and it does become the coveted flywheel that everyone wants.
Speaker 1: But that coveted flywheel has to be really maintained and
Speaker 1: planned and premeditated. And I think that there's all sorts
Speaker 1: of external factors that can affect it. The thing is,
Speaker 1: I think the product is actually an accessory to the
Speaker 1: media company. I think it would that way. I think
Speaker 1: it was always that way. I mean John Foley came
Speaker 1: from I a C. It's a media holding company, UM,
Speaker 1: And I think that that was probably the plan all along.
Speaker 1: Now what do they do with that? I think that's
Speaker 1: really interesting. If you're a founder today, you know, entering
Speaker 1: space with product or or hardware. I think it's a
Speaker 1: really interesting proposition to think about the software element and
Speaker 1: what has to sit on top of your product or
Speaker 1: hardware to continually keep people engaged. I think of it
Speaker 1: as like you know how many apps are on your
Speaker 1: phone or what are the apps on your home screen?
Speaker 1: Is similar in that there has to be a repeated
Speaker 1: use case and so what does that require? And as marketers,
Speaker 1: how do you break through that? Hot Landia summer all
Speaker 1: new episodes featuring Monica Padmin, co host of Armchair Expert,
Speaker 1: the founders of Morning Brew, What's Up Alex in Austin
Speaker 1: and Rashad to Baka walla industry luminary joining us this summer.
Speaker 1: Stay tuned. Thanks for sticking with us. We'll see you
Speaker 1: in two weeks. Laura hit it with the list of
Speaker 1: all of our friends and family and my heart who
Speaker 1: have been so good to us and helped us get
Speaker 1: back on air. Big thank you to Bob Connal, Carter, Andy,
Speaker 1: Eric gayle Val, Michael Jen We appreciate you. Thank you
Speaker 1: so much for this opportunity. We'll see you in two weeks.