Peloton Works Out Hard To Go Beyond The Equipment

“We really are a media company more than anything else,” explains Carolyn Tisch Blodgett, SVP and head of brand marketing at Peloton Cycle.

Carolyn Tisch Blodgett began her career working with established brands, including American Express, Mountain Dew, and the New York Giants, before joining category—categories, really—disruptor Peloton, where she is the head of brand marketing. And she is quick to delineate how Peloton’s hybrid nature creates an appeal that spans categories.

“It’s a beautifully designed piece of hardware, but we’re not a hardware company, she said during this week’s “Marketing Today” podcast. “We’re a hardware company, a software company, and, really more than anything, a media company.”

In addition to discussing her work with Peloton, Blodgett touched on how brands need to connect with people: “People want to have relationships with brands. And they want brands to be real … really having a voice behind the brand and a personality so that people can connect to it. I think that’s what really matters.”

Additional podcast highlights include:

• Blodgett discusses her career path from (very) established brand to an insurgent. (1:17)
• How Peloton is disrupting multiple industries at once. (3:30)
• The Peloton story unfolds: It’s more than the equipment. (8:27)
• The army behind the concept: How Peloton gets it done. (9:45)
• Moving at the pace of business: Focus is vital for a fast-growth company. (14:25)
• Communication is key; listening matters even more. (15:39)

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Read CMO.com’s related interview: “Peloton’s CMO Sees A Healthy Brand In The Future”