Peloton Apparel Has a New GM and She’s Asking Members What They Want

Peloton apparel has a new General Manager. Samantha Storch-Malloy has been named GM, Head of Apparel and Accessories. She announced the appointment via LinkedIn, writing that she stepped into the role three weeks ago and is feeling “incredibly energized and supported” in her new position. No formal press release has been issued by Peloton to accompany the announcement.

Samantha Storch-Malloy’s Background

Before joining Peloton as GM, Third Party Retail in October 2023, Storch-Malloy held several senior roles at Rent the Runway, where she served as Head of Corporate Development and Senior Director in the Office of the Chief Executive Officer, as well as Director of Strategic Partnerships. Earlier in her career she worked at Condé Nast and at Makers, a New York-based organization focused on pay parity and gender equity programs, where she held the title of Executive Director for Strategic Partnerships and Brand Development. Her LinkedIn profile reflects a career built around brand development, strategic partnerships, and corporate development rather than a traditional retail merchandising or apparel design background. She is a graduate of NYU.

In her LinkedIn post, Storch-Malloy also noted that the role came as a surprise and that she begins weekend business school in July. She credited her mentor and colleague Amanda Hunter for her support, and described her new team as “world-class.”

She Wants to Hear What You Think About Peloton Apparel

One of the more notable elements of Storch-Malloy’s LinkedIn post was a direct ask to the community. She wrote: “Whether you’re a long-time Peloton member or just starting your fitness journey, what are you wearing to work out? I want to know what makes you feel your best when you move.” It is a straightforward crowdsourcing move, and it’s a smart way to generate comments and engagement from members who have plenty of opinions, especially about apparel.

Apparel is typically a hot topic of conversation and, in the past, has included calls for better tank tops, more distinctive designs, and a general desire to return to earlier eras of Peloton apparel that members describe as more brand-specific.

On that note, this writer would like to suggest that Peloton consider a Retro Refresh Edit, a limited run that revisits some of the most popular styles and prints from the brand’s early apparel days. There is clearly an appetite for it, and a nostalgia-driven limited collection would give longtime members something to get genuinely excited about while signaling that the brand is paying attention to its history as much as its future.

What This Could Mean for the Future of Peloton Apparel

Peloton apparel has operated somewhat in the background as the company has focused on hardware, content, and software over the past two years. Whether this new appointment signals a reinvestment in the clothing and accessories line remains to be seen. Storch-Malloy’s background in brand development and strategic partnerships suggests the role may be as much about how Peloton positions and grows the apparel business as it is about the specific product design decisions that members tend to care most about.

What is clear is that she is listening. And for a community that has had a lot to say for a long time, that is a great first step.

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