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Peloton Appoints Megan Imbres as CMO, Implements New AI-Focused Strategy

Marketing and Advertising

Business Honor
13 June, 2025

Leadership changes signal Peloton's focus on streamlined marketing, AI, and cost-effective growth.

Peloton Interactive has appointed Megan Imbres as its new Chief Marketing Officer (CMO), the company's fourth marketing leader in as many years since 2020. The appointment follows the connected fitness business’s to further overhaul its business strategy to cope with post-pandemic shifting demand.

Megan Imbres comes with robust marketing experience, having been Managing Director at Apple Marcom LA previously. She succeeds Lauren Weinberg as CMO, who left after 16 months as CMO.

Peloton's hiring of a new marketing chief is part of a larger strategy to enhance performance while keeping costs in check. The company cut its marketing and advertising spending sharply, investing just $61 million during the third quarter through March, down from $113 million in the same quarter last year. This decline is to gain new subscribers at a lower cost.

In spite of the difficulties, Peloton announced financial gains, such as a smaller net loss of $47.7 million, compared to $167.3 million last year. That indicates glimpses of improvement while the company works through its turnaround plan.

Along with shifts in marketing leadership, Peloton has also established a new Chief Technology Officer (CTO) position to enhance its emphasis on artificial intelligence (AI). Francis Shanahan, who came aboard Peloton in 2021 and directed its connected fitness software team, has been promoted to CTO. He will be responsible for engineering, technology, and AI-based customer experiences.

These leadership shifts demonstrate Peloton's dedication to innovation, streamlined marketing, and technology-fueled growth.

Peloton's hiring of its new CMO and CTO indicates its plans to increase brand engagement, cut costs, and personalize experiences more using AI.