3 Ways Dara Treseder Has Given Us All Peloton Obsession

In the middle of the pandemic, there were many companies that were struggling to keep their doors open. Many local businesses and chain stores had to permanently go out of business due to the lack of consumers. While the economy was at a standstill and many businesses were struggling, companies, like Amazon, TikTok and Peloton, rose above the chaos and gained more success. 

In the case of Peloton, a former executive at Apple and GE is the driving force behind the success. Dara Treseder signed on as the SVP, head of global marketing and communications, in August 2020. As SVP, she oversees all of the company’s marketing efforts. She is responsible for consumer strategy insights, communications, the company’s growth and more. She is the person behind the overall creative vision of Peloton. 

With the help of her team, she has brought the Peloton brand into new heights and made us all obsessed with the future of one of the world’s favorite fitness brands. Here are three ways that Treseder gave us all a Peloton obsession.

Authenticity

The success of the Peloton brand is majorly due to the brand’s authenticity. Similar to the Peloton brand, Treseder is unapologetically authentic with everything that she does. In her role at Peloton, she is given the space to be herself and shine a light on things that she is passionate about. After joining Peloton during the midst of a global pandemic and racial unrest, she is able to do what she loves while standing behind a brand that gives back to underserved communities and fights racial injustice and inequality.

Black Woman in Corporate

Black people are always told that they have to be ten times better than their counterparts to get half as much as they do. There are an endless amount of hurdles that Black people, especially Black women, have to go through to be successful in the corporate world. While being a Black woman in a senior position is a huge challenge, Treseder’s unwavering tenacity and strength is not only trailblazing, but also inspiring. Through her work at Peloton, she is inspiring the up-and-coming generation of young Black women to pursue a corporate position with the understanding that they are good enough, brilliant and deserved to be in that space.

Her Accomplishments

In her short time at Peloton, Treseder made such a huge impact on the company. Since her arrival, Peloton announced a partnership with Beyoncé providing free services to several Historically Black Colleges and Universities. In addition, their #MyPelotonReason campaign launched, more members’ stories were celebrated and they continued to grow their community of riders. Her hard work has made Peloton one of the most successful businesses during the pandemic. With all of these accomplishments under her belt, the Peloton brand is only going to get bigger.