WEBVTT - You Said, We Did with Dara Treseder 0:00:00.120 --> 0:00:03.520 I'm off my game today. No, you're not. People are 0:00:03.520 --> 0:00:05.200 going to have to start making better content. I think 0:00:05.200 --> 0:00:06.640 we're gonna be talking about this for a long time. 0:00:06.680 --> 0:00:09.440 When you program for everyone, you program for no one. 0:00:09.440 --> 0:00:11.360 I think it's that we're purpose driven platform like we're 0:00:11.360 --> 0:00:14.440 trying to get to substance. How was that? Are you 0:00:14.480 --> 0:00:17.880 happy with that? This is marketing therapy right now? It 0:00:17.960 --> 0:00:24.000 really is what's up on? Laura Currenty and I'm Alexa Kristin. 0:00:24.079 --> 0:00:28.280 Welcome back at Landia. It's hot Landia summer and we 0:00:28.440 --> 0:00:33.519 have a great guest, Dara trus Cedar from Peloton is here. First. 0:00:33.760 --> 0:00:36.239 The industry has talked widely about the four Seas, and 0:00:36.240 --> 0:00:38.519 there are two seeds. I'm not talking about Kristin Krenzi. 0:00:38.800 --> 0:00:40.760 We'll talk about that later. We're always part of the 0:00:40.800 --> 0:00:46.040 four Seas. But really about collaboration, co operation, and creation. 0:00:46.880 --> 0:00:50.800 Those are the things right now that are incredibly interesting 0:00:50.840 --> 0:00:53.080 in terms of how new i P is being created, 0:00:53.320 --> 0:00:56.920 but different than before in the past. I think post pandemic, 0:00:57.840 --> 0:01:02.440 there's a surge in and understanding that those three things 0:01:02.520 --> 0:01:07.920 coming together can create a sustainable, right, new kind of 0:01:08.120 --> 0:01:10.920 thread of i P, or multiple threads of IP and 0:01:11.000 --> 0:01:13.600 commercial opportunity. You know, lex, I think it's interesting in 0:01:13.880 --> 0:01:15.800 use case of two right, in the sense of you 0:01:15.840 --> 0:01:18.240 and I working together over the years and developing a 0:01:18.319 --> 0:01:20.880 number of collaborations. How I would think about them previously 0:01:21.280 --> 0:01:23.440 were these moments in time where you had a one 0:01:23.480 --> 0:01:26.520 plus one equals three effect. We would use collaborations as 0:01:26.560 --> 0:01:29.960 a means to move into new spaces, you know, get 0:01:29.959 --> 0:01:32.759 in front of new audiences, you know, take over part 0:01:32.840 --> 0:01:36.920 of the marketing our culturals like Guy's conversation. Right, this 0:01:36.920 --> 0:01:39.039 new and interesting use case or approach from a brand, 0:01:39.520 --> 0:01:43.960 and as brands look at collaborations as maybe previously thinking 0:01:44.160 --> 0:01:46.880 you know, as a stunt or as a moment is 0:01:46.880 --> 0:01:49.920 it now a strategy? And as what was once a 0:01:50.040 --> 0:01:52.680 vertical business, So a collaboration might be tacked on to 0:01:52.680 --> 0:01:55.800 to be an interesting moment in time now moving horizontally, 0:01:55.840 --> 0:01:58.800 the ability to think about who are those like minded 0:01:58.840 --> 0:02:01.200 brands or businesses that exists in the world that allows 0:02:01.280 --> 0:02:03.480 us to move into new spaces, not as a moment 0:02:03.480 --> 0:02:06.200 in time as a meaning to capture conversation, but to 0:02:06.240 --> 0:02:08.600 build new revenue streams, to pull apart pieces of your 0:02:08.639 --> 0:02:12.800 business that can actually exist in entirely new industries like 0:02:12.960 --> 0:02:17.200 that part of the collaboration, cooperation and ultimately creating is 0:02:17.560 --> 0:02:20.240 a really interesting thing that I think we're starting to 0:02:20.280 --> 0:02:25.000 see accelerate um from a number of brands, as you mentioned, 0:02:25.280 --> 0:02:27.440 in the retail space and beyond. So I love what 0:02:27.480 --> 0:02:30.840 you're saying, Laura, and I think that instead of I'd 0:02:30.840 --> 0:02:33.200 love to see a future instead of having, you know, 0:02:33.280 --> 0:02:40.200 multivariate campaigns in marketing, having marketing need multivariate products interesting 0:02:40.360 --> 0:02:43.320 and collaborations. And then you start to drill down on 0:02:43.400 --> 0:02:45.240 what are the things that really work for this group 0:02:45.240 --> 0:02:48.000 of buyers or this community, and is that something that's 0:02:48.040 --> 0:02:53.639 actually more viable widely or viable to a group of 0:02:53.720 --> 0:02:56.880 people and buyers that are so critical to my core 0:02:57.160 --> 0:03:01.400 product and proposition. That starts to become really exciting. And 0:03:01.440 --> 0:03:05.000 do I think that that's a product um you know, 0:03:05.120 --> 0:03:09.040 a function of a product team or a marketing team. 0:03:09.040 --> 0:03:10.800 I think it's both. But I think that marketers have 0:03:10.800 --> 0:03:13.120 a real place and a real voice um where we 0:03:13.120 --> 0:03:17.600 should start thinking more about product and product development. Here. 0:03:17.800 --> 0:03:19.840 The second really quick point about what you said that 0:03:19.880 --> 0:03:22.000 I think is really interesting and leading into the interview 0:03:22.040 --> 0:03:24.720 a bit, is I got really excited the other day, 0:03:24.760 --> 0:03:29.160 I actually saw on LinkedIn someone from Duncan Donuts was 0:03:29.240 --> 0:03:32.239 talking about the same kind of mindset. When you kind 0:03:32.240 --> 0:03:37.080 of combine a product, collaboration, and brand and there's real 0:03:37.200 --> 0:03:39.880 value around those things, you start to get a whole 0:03:39.880 --> 0:03:45.400 another set of innovation ideas, creativity, and community that you 0:03:45.440 --> 0:03:49.480 start to attract to your company and your brand. Speaking 0:03:49.480 --> 0:03:53.600 of Duncan, they just announced a collaboration with Backdrop for 0:03:53.640 --> 0:03:55.560 their first ever paint collection. So I know on our 0:03:55.600 --> 0:03:58.120 last episode we were talking with Steve Wilson that he 0:03:58.280 --> 0:04:01.360 wishes there was a podcast talking about paint, but I 0:04:01.360 --> 0:04:03.480 don't think he would have expected it to come from Duncan. 0:04:03.720 --> 0:04:05.480 So I think that this is like what we're talking about. 0:04:05.560 --> 0:04:07.760 Is there a podcast out there that's like paint colors 0:04:07.760 --> 0:04:09.520 over coffee? You know what I mean? Like, it is 0:04:09.560 --> 0:04:13.880 just really interesting to start thinking about how brands can 0:04:13.920 --> 0:04:17.359 open up the aperture of access um to new and 0:04:17.400 --> 0:04:23.600 interesting ways of thinking about you know, products, experiences, services 0:04:23.640 --> 0:04:27.040 that don't necessarily have to be specifically in the wheelhouse, 0:04:27.080 --> 0:04:30.719 but are just adjacent enough that can can expand your 0:04:30.760 --> 0:04:33.840 mind to think about ultimately the one plus one equals three. 0:04:34.240 --> 0:04:37.839 I think that it's very hard to do this, so 0:04:37.960 --> 0:04:40.440 you have to have the right leadership, the right mindset. 0:04:40.800 --> 0:04:45.280 And I'm excited to get into a conversation with Dara 0:04:45.600 --> 0:04:49.640 Um because Peloton has done this really well. Now i 0:04:49.720 --> 0:04:52.560 have not seen a company do this really well for 0:04:52.600 --> 0:04:55.719 a sustained period of time, and I'm really interested to 0:04:55.720 --> 0:04:59.839 see how does Peloton maybe start to show the world 0:04:59.839 --> 0:05:02.600 of marketing and product a bit more about how you 0:05:02.640 --> 0:05:07.520 sustain these types of things collaboration, cooperation, and creativity over 0:05:07.560 --> 0:05:21.200 a long period of time. We'll be right back, all right, Atlantia. 0:05:21.440 --> 0:05:23.839 We have a very special guest. We're so excited to 0:05:23.880 --> 0:05:27.159 have s VP of Global Marketing and Comms from Peloton. 0:05:27.640 --> 0:05:30.840 Welcome to the show, Dara tro Cedar. Thank you so 0:05:30.920 --> 0:05:33.440 much for having me. I'm so excited to be here. 0:05:33.680 --> 0:05:35.440 So Dara and getting ready for the show, Alex and 0:05:35.440 --> 0:05:37.520 I were talking about we really need to get into 0:05:37.560 --> 0:05:44.440 like the Peloton vibe. Let's do it, Dardar, do right, 0:05:44.600 --> 0:05:48.000 do right? Welcome to the show. Now you got me 0:05:48.040 --> 0:05:51.000 all hype. I'm like, let's go, that's set, let's do 0:05:51.080 --> 0:05:54.240 I feel like that's very Peloton though, that's very Peloton right. 0:05:54.320 --> 0:05:56.600 The slow class get in the zone. So obviously we've 0:05:56.600 --> 0:05:58.200 all known each other for quite some time. We go 0:05:58.240 --> 0:06:00.120 back to the days when you were the CMO of 0:06:00.160 --> 0:06:02.919 ge Ventures in the spirit of catching up there in 0:06:02.920 --> 0:06:04.920 this new role at Peloton, tell us what your initial 0:06:04.920 --> 0:06:07.240 experience has been, Like, I love doing this when you're 0:06:07.240 --> 0:06:09.279 doing it with old friends, it's so much more fun. 0:06:11.320 --> 0:06:13.760 And yeah, I mean it's been really great. I think 0:06:13.760 --> 0:06:18.120 that you know, Peloton is in such an amazing position 0:06:18.200 --> 0:06:21.040 because here we are motivating millions of people around the world, 0:06:21.080 --> 0:06:24.400 trying to help them be active, centered and connected. And 0:06:24.560 --> 0:06:27.320 it's really a marketer's dream. How do you make that happen? Right? 0:06:28.160 --> 0:06:30.960 What are the different tools in your toolkit that you 0:06:31.080 --> 0:06:34.560 use to motivate people? Um, And it's been I've really 0:06:34.640 --> 0:06:38.440 enjoyed it. We have such a wonderful team, so all 0:06:38.440 --> 0:06:41.479 credit all always goes to the team, and I think 0:06:41.480 --> 0:06:43.479 it's been incredible to see what we've been able to 0:06:43.480 --> 0:06:45.840 accomplish in just a short period of time and we're 0:06:45.880 --> 0:06:49.000 only getting started. It feels like the whole world knows Peloton, 0:06:49.160 --> 0:06:52.000 loves Peloton. You guys still have a lot of room 0:06:52.080 --> 0:06:54.880 to grow. When we talk to our friends and family, 0:06:54.880 --> 0:06:58.080 they're like Oh yeah, Peloton, right, no question. I know 0:06:58.080 --> 0:07:00.839 who they are, I know what they do. If someone 0:07:01.000 --> 0:07:04.479 doesn't know Peloton, I'm really interested in knowing. How do 0:07:04.520 --> 0:07:07.440 you describe Peloton? You know, that's a really great question. 0:07:08.000 --> 0:07:09.640 And I think at the end of the day, what 0:07:09.720 --> 0:07:13.440 we're doing that Peloton is we're helping you become the 0:07:13.480 --> 0:07:16.480 best version of yourself, right, helping you with your physical 0:07:16.520 --> 0:07:20.200 and mental health. And it's a connected fitness experience. So 0:07:20.360 --> 0:07:23.320 right from the comfort of your home, you can get 0:07:23.320 --> 0:07:26.600 a great workout, a phenomenal workout, and that was not 0:07:26.720 --> 0:07:29.840 something that you could do before Peloton came on the scene. 0:07:30.040 --> 0:07:32.840 I give so much credit to our founders and our CEO, 0:07:33.000 --> 0:07:36.600 John Foley, because when they came up with this idea, 0:07:36.720 --> 0:07:39.120 right with our founders, the world was like, wait, what 0:07:39.160 --> 0:07:41.440 are you talking about? From im from my home, I'm 0:07:41.440 --> 0:07:43.880 going to get a great workout. And now the whole 0:07:43.880 --> 0:07:46.280 world knows it to be true. And now everybody's like, oh, 0:07:46.320 --> 0:07:48.120 that's a great idea. I want to do that too, 0:07:48.560 --> 0:07:52.200 And and so I think it's that that unmatched motivation, 0:07:52.760 --> 0:07:56.000 right that you can get through a connected fitness experience. 0:07:56.320 --> 0:07:59.280 That's what Peloton brings you. And so you have that 0:07:59.520 --> 0:08:06.240 power whole combination of content and digital right, and hardware 0:08:06.240 --> 0:08:10.320 and software all coming together music. Right, There's so much 0:08:10.400 --> 0:08:15.160 coming together to deliver this immersive experience that's unlike anything 0:08:15.200 --> 0:08:18.280 that's out there, unlike anything that anyone has experienced before. 0:08:18.800 --> 0:08:22.000 And I think that that's what makes Peloton so special, 0:08:22.320 --> 0:08:26.040 is that we created this category and and we're continuing 0:08:26.080 --> 0:08:29.320 to innovate and push what it means to be a 0:08:29.360 --> 0:08:34.120 connective fitness product. Marketers are pointing to Peloton as like 0:08:34.160 --> 0:08:38.120 a gold standard example of everything you're talking about content, 0:08:38.280 --> 0:08:42.160 entertainment and experience You've come from. As you said, great 0:08:42.160 --> 0:08:46.000 companies that have really defined what greatness in their category 0:08:46.080 --> 0:08:50.400 look like. What does greatness look like for marketing at 0:08:50.400 --> 0:08:52.840 Peloton and how are you working with your team to 0:08:52.960 --> 0:08:57.080 constantly plot on defining new greatness and creating greatness in 0:08:57.120 --> 0:09:00.839 a marketing income space. Yeah, I think greatness for us 0:09:01.120 --> 0:09:04.920 is really about again, I think that that combination bringing 0:09:04.960 --> 0:09:10.040 the art and the science together to establish and grow relation, 0:09:10.200 --> 0:09:14.079 our relationship with our members. That's what we're all about, right. 0:09:14.400 --> 0:09:17.840 Everything we do a Peloton is centered on improving the 0:09:17.880 --> 0:09:20.840 lives of our members. We are always saying what's in 0:09:20.880 --> 0:09:22.320 it for our members? How is this going to help 0:09:22.320 --> 0:09:24.360 our members? How does this make our members lives better? 0:09:24.440 --> 0:09:27.559 Does this help our members out? We're always asking ourselves 0:09:27.800 --> 0:09:30.600 the question what's in it for our members? And so 0:09:30.640 --> 0:09:34.640 as marketers, everything that we do comes back to, Okay, 0:09:34.640 --> 0:09:37.319 how do we bring the art and science together to 0:09:37.559 --> 0:09:41.560 establish that relationship and continue to grow it, to develop 0:09:41.600 --> 0:09:45.280 it to nurturing. Like every great relationship, it's it's gotta 0:09:45.360 --> 0:09:48.280 be two ways, right, So we always always make sure 0:09:48.280 --> 0:09:51.000 are we listening to our members? Are we paying attention 0:09:51.080 --> 0:09:53.600 to what they're saying? And are we acting on it right? 0:09:53.760 --> 0:09:56.080 Are we having a conversation with them? How do we 0:09:56.160 --> 0:09:59.079 surprise and delight them? We never want to be an interruption. 0:09:59.360 --> 0:10:01.440 We never want to marketing to be an interruption. We 0:10:01.520 --> 0:10:04.560 always wanted to be a conversation. That's a source of delight, 0:10:04.640 --> 0:10:07.319 a source of surprise, a source of joy. And so 0:10:07.440 --> 0:10:09.800 for us, that's kind of what great looks like. And 0:10:09.840 --> 0:10:11.959 you can't you can't do it with just the ar 0:10:12.120 --> 0:10:15.040 or just the science, right, It's the combination bringing up 0:10:15.080 --> 0:10:18.840 these things together. That's where the magic happens. It's interesting 0:10:18.880 --> 0:10:20.959 to think about, and I'll use focus group of one. 0:10:21.040 --> 0:10:23.800 I'm by myself, I'm plugged into this screen and I'm competing, 0:10:23.800 --> 0:10:25.600 and there's a leaderboard and there's all this this data 0:10:25.640 --> 0:10:29.000 and information going on. But then what quickly took hold 0:10:29.120 --> 0:10:31.719 the more rides I got into at least this is 0:10:31.760 --> 0:10:34.480 a media company. So dar am I thinking about this? Right? 0:10:34.640 --> 0:10:39.800 Is Peloton moving towards more media company versus fitness company? 0:10:39.840 --> 0:10:42.480 Are there other things in the programming space we're going 0:10:42.520 --> 0:10:45.680 to see that go far beyond the hardware? Well, we 0:10:45.720 --> 0:10:49.199 have a variety of disciplines already, right, we have yoga, 0:10:49.320 --> 0:10:52.480 we have pilates, we have bar we have outdoor running. 0:10:52.800 --> 0:10:55.280 So we already have a bunch of disciplines that you 0:10:55.320 --> 0:11:00.800 can enjoy right without having a connected fitness equipment in 0:11:00.840 --> 0:11:02.880 your house, So you don't you don't necessarily need to 0:11:02.880 --> 0:11:07.080 equip it to start to benefit from an access Peloton 0:11:07.200 --> 0:11:09.840 content from your phone. You can download the Peloton app. 0:11:10.000 --> 0:11:12.640 You have a thirty day free trial um and you 0:11:12.679 --> 0:11:16.040 can immediately start to take advantage of the content that 0:11:16.120 --> 0:11:18.760 we have. And I think that you know, Laura, you 0:11:18.760 --> 0:11:20.960 bring up a really great point. We all in some 0:11:21.040 --> 0:11:23.560 ways of media company. Right, We've got our our chief 0:11:23.600 --> 0:11:26.360 content Officer gen Cotta just a such a phenomenal job 0:11:26.400 --> 0:11:29.720 with her team. We have got, you know, just incredible 0:11:29.760 --> 0:11:33.560 content and world class instructors and it is truly enjoyable. 0:11:33.880 --> 0:11:36.600 Like I am the kind of person that like from me, 0:11:36.640 --> 0:11:39.560 I need to be motivated to work out, and you know, 0:11:39.720 --> 0:11:42.000 even even just take today for example, I woke up 0:11:42.000 --> 0:11:44.360 early and I was like, I've been wanting to take 0:11:44.440 --> 0:11:46.520 an Alicia Keys ride and I just felt like the 0:11:46.559 --> 0:11:48.280 Alicia Keys music and I was like, you know what, 0:11:48.360 --> 0:11:50.080 I'm just gonna go take that ride. And I went. 0:11:50.120 --> 0:11:53.760 This morning, I went downstairs, got on my bike, quick 0:11:53.800 --> 0:11:56.520 thirty minute ride, and I was, I was, and it 0:11:56.559 --> 0:11:58.680 was so funny. My daughter, my five year old daughter, 0:11:58.720 --> 0:12:00.320 was in the next room, and when I came out, 0:12:00.360 --> 0:12:02.920 she was like, Mommy, I loved hearing you sing, singing 0:12:02.960 --> 0:12:06.559 at the top of my luves. I'm like enjoying myself. 0:12:06.640 --> 0:12:09.839 It's like celebration and and and yes, I did get 0:12:09.840 --> 0:12:11.679 a good work. I did not pr in that class, 0:12:11.720 --> 0:12:13.880 didn't get a personal record, you know, because like I said, 0:12:13.880 --> 0:12:15.520 I was singing at the top of my luve's really 0:12:15.640 --> 0:12:19.760 enjoying the moment. But I think that's kind of what 0:12:19.920 --> 0:12:23.120 it's about it's about we're not forcing anything on you. 0:12:23.160 --> 0:12:26.040 I love when you said that it's not overprogrammed. Right. 0:12:26.360 --> 0:12:29.240 We have such a sophisticate which such a great product 0:12:29.240 --> 0:12:31.960 team that has done such a nice job where there's 0:12:32.000 --> 0:12:35.480 all there is choice, but there's not too much, right so, 0:12:35.640 --> 0:12:39.240 but there's there is a great variety so that you 0:12:39.280 --> 0:12:40.920 get to pick and you can pick what makes sense 0:12:40.960 --> 0:12:43.000 when you at that point. There are some days when 0:12:43.000 --> 0:12:45.840 I'm like, you know what I really need a Cody 0:12:45.920 --> 0:12:48.920 Rigsby specifically Britney Spears, right like, that is all I 0:12:49.000 --> 0:12:51.480 need today. That is exactly what I need today. And 0:12:51.520 --> 0:12:53.199 there might be some days where it's like, you know, 0:12:53.800 --> 0:12:57.200 I really need and Alex to saw Club Bangers. That 0:12:57.400 --> 0:13:00.640 is what I need today? Right shut the door. You 0:13:00.679 --> 0:13:03.439 know I don't want my children in here. Darth Cenar 0:13:03.600 --> 0:13:05.800 is about to leave the build up. Darth Johnson just 0:13:05.920 --> 0:13:11.280 showed up. You know what I'm saying. I think we 0:13:11.400 --> 0:13:18.480 just got your alter ego name a little while you 0:13:18.720 --> 0:13:20.959 call that, what's the alter I need that alter ego? 0:13:21.080 --> 0:13:23.199 I feel like there's a there's an alter ego and 0:13:23.280 --> 0:13:27.760 Darth Johnson. There's an alter ego and Darroth Johnson. You know, 0:13:27.800 --> 0:13:29.559 I was like, I can't have my kids see that, 0:13:29.600 --> 0:13:34.040 you know, people's stuff. So I think, okay, So we 0:13:34.080 --> 0:13:35.880 did have a question which we know you can't answer, 0:13:35.920 --> 0:13:39.000 but who is your favorite instructor? Oh? I can't come 0:13:39.040 --> 0:13:41.760 on now, that's like you I could list all of them. 0:13:41.760 --> 0:13:44.400 I go for all of them. They're all amazing, every 0:13:44.440 --> 0:13:48.319 single one of them. How Pivotal has the mobile app 0:13:48.360 --> 0:13:52.240 without the device been to the efforts of getting people 0:13:52.280 --> 0:13:56.440 actually on and involved in Peloton in general, I would 0:13:56.480 --> 0:14:00.240 assume huge. I think it's been. Yes, absolutely is. I 0:14:00.240 --> 0:14:03.400 think one of the things it's it were increasing access 0:14:03.840 --> 0:14:06.440 in the sense that, like anybody, you can just download 0:14:06.520 --> 0:14:09.760 the app thirty day free trial and start to immediately 0:14:10.160 --> 0:14:13.480 immerse yourself in the Peloton community of the Peloton experience. 0:14:14.120 --> 0:14:17.760 And you know that's so that's huge. Peloton Digital, you know, 0:14:17.920 --> 0:14:20.560 is an important part of our business. And I think 0:14:20.600 --> 0:14:25.480 it's you know, there will always be people who that's 0:14:25.520 --> 0:14:28.600 the first point, that's the first way they come out exactly, 0:14:28.840 --> 0:14:31.280 it's the lowest barrier to you know, the barrier to entry. 0:14:31.280 --> 0:14:33.840 That's where it's lowest. There will always be people who 0:14:33.880 --> 0:14:36.400 that's where they come in from. Right, and that's okay. 0:14:36.800 --> 0:14:39.040 And so for us, we're constantly making sure that we 0:14:39.160 --> 0:14:42.280 have a variety of content, not just great content for 0:14:42.360 --> 0:14:46.200 our connected fitness devices, but also for the app making 0:14:46.200 --> 0:14:47.920 sure that we have, you know, content that you don't 0:14:47.920 --> 0:14:51.440 need any equipment for, or you need minimal equipment, so 0:14:51.480 --> 0:14:54.760 that you can start to really begin your health and 0:14:54.800 --> 0:14:59.680 wellness journey physically and mentally, even before you you know, 0:14:59.680 --> 0:15:01.400 because I know you're gonna end up getting that bike, 0:15:01.400 --> 0:15:03.160 because you're gonna start and you're gonna be like, I 0:15:03.240 --> 0:15:07.240 eat my but you know that bike, you know, at 0:15:07.280 --> 0:15:09.280 le we have you know, it's likely you know, you 0:15:09.280 --> 0:15:11.520 guys start with the O d'euv's right, you know, you 0:15:11.560 --> 0:15:13.520 start with the appetizers, and then you know, you're like, 0:15:13.560 --> 0:15:17.280 you know what I mean, that bike and some wine. 0:15:17.880 --> 0:15:21.200 It's interesting to think about how influential your instructors have 0:15:21.360 --> 0:15:25.800 become in culture and from collaborations to you know, seeing 0:15:25.800 --> 0:15:28.360 them building their own brands outside, you know, on social 0:15:28.400 --> 0:15:32.240 and other endeavors that they have. How um are you 0:15:32.440 --> 0:15:35.560 working with the instructors to imagine what I'll say a 0:15:35.640 --> 0:15:39.200 horizontal build in reach of the organization as opposed to 0:15:39.280 --> 0:15:42.120 a vertical one in in fitness alone. So you know, 0:15:42.280 --> 0:15:45.360 I'll never forget when I first met John Foley Um 0:15:45.480 --> 0:15:48.360 in person and we were talking. This is our founder 0:15:48.360 --> 0:15:50.880 and CEO, and he said something to me, and it 0:15:51.080 --> 0:15:53.320 really it touched me so much because I think it's 0:15:53.360 --> 0:15:57.840 just so um it just really signifies who he is 0:15:57.880 --> 0:16:01.240 and he's just spirit of generosity. And he said, you know, darn, 0:16:01.320 --> 0:16:02.600 one thing I want you to know is I want 0:16:02.640 --> 0:16:05.000 all of our instructors to be the biggest superstars they 0:16:05.000 --> 0:16:07.120 could be, so just so you know, we want them 0:16:07.120 --> 0:16:10.040 to have the biggest personal brands because as their brands group, 0:16:10.080 --> 0:16:12.360 the Peloton brand grows. And I completely agree with that 0:16:12.360 --> 0:16:14.800 philosophy and I love that. But that's so much in 0:16:14.800 --> 0:16:17.440 the DNA. Our instructors, you know, their owners of the company. 0:16:17.480 --> 0:16:20.200 They are part of the brand right um. They are 0:16:20.200 --> 0:16:22.360 in many ways, sometimes on the front lines of the 0:16:22.360 --> 0:16:26.720 brand as they are delivering you know, their messages unscripted 0:16:26.760 --> 0:16:31.320 and really inviting us to enjoy and grow through the workout. 0:16:31.840 --> 0:16:33.960 And so we you know, we are very supportive of 0:16:34.040 --> 0:16:36.960 our instructors. We love our instructors, and so I work 0:16:37.000 --> 0:16:40.000 closely with Jen Cotter and bred Olsen, our chief membership 0:16:40.040 --> 0:16:44.120 officer and and team, and we we are constantly, you know, 0:16:44.480 --> 0:16:47.200 um working with our instructors to support them in their 0:16:47.200 --> 0:16:49.880 different endeavors. And I think it's been it's just been 0:16:49.920 --> 0:16:53.920 really incredible to see how the Peloton brand has continued 0:16:53.920 --> 0:16:56.920 to grow from strength to strength, and also our instructor 0:16:56.960 --> 0:16:59.480 brands continue to grow from strength to strength. It's not 0:16:59.560 --> 0:17:03.840 mutually exclusive. It's symbiotics. If you look at publishers and 0:17:03.920 --> 0:17:06.880 you look at publisher talent right from you could look 0:17:06.880 --> 0:17:09.040 at writers, you could look at journalists, you could look 0:17:09.080 --> 0:17:12.280 at all sorts of things. Your instructors are this amazing 0:17:12.400 --> 0:17:16.680 kind of talent, this bench of talent, and what phenomenal 0:17:16.760 --> 0:17:22.240 I p you all have here to do extensions and create. 0:17:22.840 --> 0:17:25.840 You know, what I would say is potentially like these 0:17:26.400 --> 0:17:30.720 what you already have, these micro fandoms, You already have 0:17:30.840 --> 0:17:35.560 them before you got on the Mike, Laura and Ryan 0:17:35.680 --> 0:17:38.439 we're talking about their favorite instructors, and there was like 0:17:38.920 --> 0:17:43.679 intimate detail of why they liked someone or what they 0:17:43.720 --> 0:17:45.560 thought when they first took a class and they were 0:17:45.560 --> 0:17:47.120 like uh and then they were like, oh my god, 0:17:47.160 --> 0:17:50.680 that person like kicked my ass and I felt so good. 0:17:50.760 --> 0:17:53.040 I'm only going back to them for like the next 0:17:53.160 --> 0:17:55.080 time I feel like this mood or this mood or 0:17:55.119 --> 0:17:58.640 this mood. Right, that's an amazing thing as a marketer, 0:17:59.560 --> 0:18:02.879 too kind to be sitting on um and have the 0:18:02.920 --> 0:18:07.400 ability to be so potentially creative with In some ways, 0:18:07.440 --> 0:18:11.119 to me, it puts you in a really interesting seat 0:18:11.160 --> 0:18:14.879 of not only being a marketer, but of being able 0:18:14.960 --> 0:18:19.200 to take the kind of talent as product and looking 0:18:19.240 --> 0:18:21.520 at them as how do you start to develop them 0:18:21.760 --> 0:18:25.199 and those personalities using them as like almost extensions. Is 0:18:25.240 --> 0:18:29.960 that something that you guys talk about or think about. So, 0:18:30.200 --> 0:18:33.960 you know, for us, our instructors are you know, they 0:18:34.080 --> 0:18:38.560 are incredible partners and they're a critical part of the 0:18:38.560 --> 0:18:41.960 brand and a critical part of the experience. And so 0:18:42.040 --> 0:18:44.480 for us, it's all about working together. Right. The way 0:18:44.520 --> 0:18:46.919 we think about our instructors are what are their goals? 0:18:47.280 --> 0:18:49.480 What do they want to accomplish, and how do we 0:18:49.520 --> 0:18:52.359 accomplish it together? So that's how we really embrace it, 0:18:52.359 --> 0:18:54.600 you know, our instructors. You know Jen Cotter, like I 0:18:54.600 --> 0:18:56.920 talked about our chief content officers, she spends a lot 0:18:56.960 --> 0:18:59.359 of time. That's her job, right, She manages all the instructors. 0:18:59.359 --> 0:19:03.000 She and all of our programming globally and it's just 0:19:03.080 --> 0:19:05.239 phenomenal at it. So she spends a lot of her 0:19:05.320 --> 0:19:07.280 day doing that and that's what she works on. Where 0:19:07.280 --> 0:19:09.879 we come in from a marketing standpoint is how do 0:19:09.960 --> 0:19:13.840 we how do we partner right and help take that 0:19:13.920 --> 0:19:17.160 to the next level, so you know what, like for example, 0:19:17.680 --> 0:19:20.200 there was a new series we we recently launch which 0:19:20.240 --> 0:19:23.720 you can participate in Right to Great Best with Alex Tucson, Right, 0:19:23.800 --> 0:19:26.560 and that's so awesome. Right, it's Alex to SA you know, 0:19:26.960 --> 0:19:29.000 is able to kind of be this coach and there's 0:19:29.040 --> 0:19:32.040 competition and it's so fun. I'm on Tim Activates, which 0:19:32.080 --> 0:19:36.080 is obviously the Tim that's gonna win. Uh, Like, is 0:19:36.080 --> 0:19:39.880 there a sideline supporter section on the road to because 0:19:41.119 --> 0:19:44.600 validate you know, you gotta validate yourself, activate your hustle. 0:19:44.680 --> 0:19:47.879 So one I mean to activate of the hustle, you know. 0:19:48.119 --> 0:19:50.760 So the Laura, I'm gonna look for you on the leaderboard. 0:19:51.200 --> 0:19:53.520 So there's lots of exciting things like that, and I 0:19:53.520 --> 0:19:55.800 think you're gonna continue to see that because when we 0:19:55.840 --> 0:19:58.160 first came at the market, you know, it was like 0:19:58.320 --> 0:20:01.719 we had to explain there's a bike you get on 0:20:01.760 --> 0:20:05.399 the bike, there's an instructor, it's gonna go to you. They'readable, 0:20:05.560 --> 0:20:07.359 high five your friend. You know. Like we had to 0:20:07.400 --> 0:20:10.040 explain what the product was and we will continue to 0:20:10.040 --> 0:20:12.600 do that. But because of the problem, we continue to innovate, 0:20:12.640 --> 0:20:14.520 We continue to take things to to the next leup, 0:20:14.520 --> 0:20:18.040 we continue to introduce amazing new features, etcetera. But in 0:20:18.080 --> 0:20:21.240 addition to that, we can do deeper storytelling. Well, we 0:20:21.280 --> 0:20:24.119 can really start to talk more about our instructors and 0:20:24.160 --> 0:20:27.439 our content and our music and our programming. Right, and 0:20:27.480 --> 0:20:29.880 so that's what you're gonna see a lot and our community. 0:20:30.040 --> 0:20:33.040 I think that deeper storytelling is what we're good going 0:20:33.080 --> 0:20:36.120 to have to continue to do that, deeper storytelling around 0:20:36.400 --> 0:20:39.480 all of these facets that that really helped people to 0:20:40.359 --> 0:20:43.640 feel connected to us. Right, So we established that relationship 0:20:43.720 --> 0:20:46.560 and we grow it. It's so evident throughout this conversation 0:20:46.680 --> 0:20:48.840 how member centric it is. And I know a marketing 0:20:48.840 --> 0:20:50.960 we talk a lot about consumer first, consumer first, but 0:20:51.040 --> 0:20:54.240 sometimes it's easy to um slide the other way and 0:20:54.520 --> 0:20:57.560 get back to business service focus. What does that discipline 0:20:57.600 --> 0:21:00.119 look like? What are the signals or you know, mechanism 0:21:00.200 --> 0:21:03.320 by which you're making decisions on what stories to feature, 0:21:03.320 --> 0:21:05.240 where to go in on, where to kind of refine, 0:21:05.480 --> 0:21:08.320 um et cetera. Yeah, I think we are a data 0:21:08.400 --> 0:21:13.360 driven company at Peloton, and I love that because everything 0:21:13.480 --> 0:21:18.080 starts with consumer insights, right. And so we're listening, right, 0:21:18.160 --> 0:21:20.720 We are listening to what our members are telling us. 0:21:20.880 --> 0:21:23.680 And our members are telling us things through a variety 0:21:23.720 --> 0:21:26.520 of channels. They're talking to us on social media, they're 0:21:26.520 --> 0:21:28.959 talking to us in their member groups. They're talking to 0:21:29.080 --> 0:21:31.879 us through the actions that they take on the product, right, 0:21:31.920 --> 0:21:34.439