Peloton Joins Connected Fitness Panel at NYC Summit Nov. 5

Peloton’s Katie Hawkins joins Strava and ŌURA on stage this November as Active Brands Media Days New York examines the future of connected fitness marketing.

A connected fitness panel at a new industry conference will put Peloton in the room with Strava and ŌURA this November. The company confirmed Global VP of Brand and Consumer Marketing Katie Hawkins will represent Peloton on the panel at Active Brands Media Days New York, launching November 5, 2026, in New York City.

Hawkins will share the stage with Jennifer Starr, Director of North America for Strava for Business, and Lindsey Belknap, VP of Marketing at ŌURA. The panel runs from 11:40 a.m. to 12:20 p.m. on the conference’s first day, part of a lineup Dataxis says includes eight executive-level sessions covering social media, retail media, CTV, sponsorships, in-gym advertising, and emerging technology.

What the Connected Fitness Panel Will Cover

According to the published agenda, the connected fitness panel discussion will center on fitness apps, wearables, and connected equipment, plus how brands read workout moments and behavioral signals to build loyalty. Panelists are also expected to address fitness app monetization, including subscriptions, referrals, and hybrid models, and how platforms like Peloton function as full-funnel advertising and data environments for connected fitness advertising partners.

The connected fitness panel places Peloton alongside two of connected fitness’s most active challengers on subscription and engagement data. Strava has leaned into connected fitness advertising through Strava for Business, while ŌURA has expanded aggressively into wearables and health metrics beyond its ring hardware. Peloton’s own approach to that space is notable: on its most recent earnings call, executives said the company has no plans to build a competing wearable device, opting instead to integrate with the ones members already wear. That positions Hawkins to speak from a company that treats wearables as partners rather than rivals, a distinction likely to shape how the panel’s conversation plays out.

Active Brands Media Days New York marks the first year for the conference, giving the connected fitness panel added visibility as brands look for new ways to make fitness data profitable beyond the price of a membership. For Peloton, a company that has spent the past year rebuilding brand credibility under CMO Megan Imbres, a high-profile marketing stage in front of peers and potential partners is a chance to keep that momentum in view of an audience that sets ad budgets, not just workout schedules.

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