Dive Brief:

• Rounding out its executive team, Peloton on Wednesday announced the appointment of Dalana Brand as chief people officer, according to a company press release.
• Brand — who starts the position on Mar. 23 — will lead Peloton’s global people team, and report directly to CEO Barry McCarthy, per the release.
• The new C-suite executive previously served as the Chief People and Diversity Officer at Twitter. She joined the social media platform in 2018 as vice president of people experience and brings experience from Electronic Arts.

Dive Insight:

Dalana Brand’s appointment follows a year of changes at Peloton, and marks the second executive at the company to be hired from Twitter.

"Talent density has been a top priority for me at Peloton. Dalana's addition is the culmination of that strategy, rounding out and completing the leadership team," McCarthy said in a statement. "As we continue Peloton's transformation and pivot to growth, her vision and leadership will be critical to our success."

The at-home fitness company has revamped its executive team since McCarthy took the CEO role from John Foley in February 2022. 

Since then, company co-founders Foley and Hisao Kushi announced they would exit the brand in September. Foley’s role as chairperson of the board and Kushi’s position as chief legal officer were both replaced. 

Peloton’s head of marketing and chief commercial officer both announced they would depart the company later that month. The company began a search for a new chief marketing officer position, which was later filled by Leslie Berland in January.

Berland also came to Peloton from Twitter, serving in the same role at the social media company for about six years. 

The fitness company reported its second-quarter earnings in February, which showed revenue increased by 29% compared to the previous quarter reaching $792.7 million and a narrowed net loss of $335.4 million from $439.4 million the year before.

While the company — best known for its stationary bikes — was exclusively sold through direct-to-consumer channels when it started, it pivoted that strategy in 2022.

Following layoffs earlier in the month, Peloton began selling equipment, apparel and accessories through Amazon’s U.S. website in August. In September, it also entered into a wholesale deal with Dick’s Sporting Goods, announcing that it would sell accessories, Bike, Bike+, Tread and Guide products through the retailer. The deal also included branded shops within 100 Dick’s Sporting Goods locations.