Peloton has announced that Peter Stern – co-founder of Apple Fitness+ – has been appointed its new CEO and president, effective 1 January 2025.

Currently the president of Ford Integrated Services, Stern has previously held leadership roles at Apple and Time Warner Cable and is experienced at scaling differentiated technology-oriented platforms and has been awarded more than 30 patents. He is also the son of a fitness instructor and has been a Peloton board member since 2016.

“Working for Peloton is a dream come true for me,” says Stern. “My goal is to help millions of people live longer, healthier and happier lives. Peloton, with its unique combination of people, products and passionate members, provides me with an opportunity to do just that. I am excited to link arms with our dedicated Lead Team.

“I am awestruck to personally get to know our talented instructors. And I am humbled to work alongside our thousands of purpose-driven team members to change even more lives for the better. Finally, I am grateful to the Peloton board for entrusting me with this responsibility and giving me the chance to take Peloton and its members to even greater heights.”

With two-thirds of Peloton members being female, the company is also aiming a marketing push at male audiences, starting with millennial males. The first advert in a new multi-phase campaign – Find your push. Find your power – has been launched, featuring US football player brothers, T.J and J.J Watt.

"Our brand research has shown that more than 70 per cent of millennial males engage with running, but many in that same audience set are either not aware of our Tread and running offerings or are unsure if we'll deliver a challenging enough fitness experience for them," said Lauren Weinberg, Peloton chief marketing officer.

"Enter T.J. and J.J. Watt, Peloton members who already compete against each other on the Peloton Leaderboard. Partnering with them is an organic way to counter these misperceptions by showcasing that we have challenging workout options that are hard enough, even for elite athletes."

Produced in partnership with creative agency, Special London, the advert showcases sibling rivalry as a form of motivation. The brothers rotate through various workouts, including running on the Peloton Tread, cycling on the Peloton Bike, and doing strength training and yoga with the Peloton App.