Peloton CMO Megan Imbres Drives 60M Views

Peloton CMO Megan Imbres Earns an Investor Shoutout

From Apple Music’s Super Bowl Halftime Show to Peloton’s Viral Comeback: Inside the First Year of Megan Imbres’s CMO Tenure

Peloton CMO Megan Imbres was mentioned by name by CEO Peter Stern, as he paused during the Q3 FY2026 earnings call. This was not a routine executive thank-you. Stern told investors that the marketing team she leads had delivered more than 60 million organic social views and significant global earned media, helping put Peloton “back in the center of the Zeitgeist.” That kind of attribution from a CEO, on an investor call, means the marketing operation is now a measurable part of the turnaround story.

What Peloton CMO Megan Imbres Built Before She Got Here

The resume Imbres brought to Peloton is not typical for a fitness brand hire. She spent more than 20 years leading consumer campaigns at major technology and entertainment companies, most recently as managing director of Apple’s marketing communications group in Los Angeles, where she oversaw campaigns for Apple Music and Apple TV — including the Apple Music Super Bowl Halftime Show with Rihanna.

Before Apple, her LinkedIn shows six years at Netflix, where she rose to Director of Product Creative, overseeing a global team of nearly 70 people across launches for Stranger Things, The Crown, and Orange Is the New Black. She also served as global head of brand marketing for Amazon’s advertising unit and led brand and content marketing at mobile streaming startup Quibi.

As Peloton CMO, Megan Imbres is the fourth person to hold the title since 2020, stepping into a role defined by budget cuts, brand reputation challenges, and the difficult work of rebuilding cultural relevance after the pandemic boom collapsed. She is also, by her own description at SXSW 2026, a self-identified endurance athlete who uses the product she markets — finishing the 2025 Ironman World Championships in Kona while settling into the role.

The Campaign That Moved the Needle

The now-iconic “Let Yourself Go” campaign launched April 14, 2026. The minute-long ad, directed by Bethany Vargas, features actor Hudson Williams working through a full range of movement — from running on the Tread+ to strength training with Peloton instructor Tunde Oyeneyin — set to David Bowie’s “Fame.”

According to an interview with Marketing Brew, the campaign carried real risk. It relied heavily on choreography, and Imbres’s team did not know whether Williams could dance. He pulled it off, she told Marketing Brew, because “he’s such a liberated, flowing person.” She was also working, by her own account, without large budgets — being careful about spend as a first-time CMO. Williams was already a Peloton user and liked the concept when it was pitched through his manager.

Within 48 hours, Peloton followed the hero film with an instructor reel featuring Tunde Oyeneyin, Adrian Williams, Katie Wang, Zacharias Niedzwiecki, and Rebecca Kennedy moving across tread workouts, strength classes, pilates, and more. The campaign’s scalable “Let Yourself ____” construct — Run, Lift, Push, Fail, Try, Go — was built to extend across formats and seasons, not exhaust itself in a single spot.

For more on the rollout, see Peloton Let Yourself Go Campaign: The Hudson Williams Ad Explained and Peloton’s Bold Let Yourself Go Campaign Is Just Getting Started. Peloton also encouraged members to film themselves doing ‘The Hudson” (a new strength move) during a special 2-for-1 Strength Class with Tunde and Adrian, and then share their photos to Instagram. Peter Stern also mentioned this class at the end of the Earnings Call as one not to miss.

Sixty Million Views and a Shoutout on the Earnings Call

Those 60 million organic social views landed in a quarter when Peloton is navigating declining subscriber counts and tightened promotional spending. Generating that kind of reach while being careful about budget is the direct result of casting decisions, platform architecture, and the cultural instinct Imbres has been sharpening since she was launching Netflix Originals to global audiences.

At SXSW 2026, Imbres pushed back on the idea that Peloton is still a bike company, naming Pilates, meditation, and menopausal content as evidence of the platform’s range. The Q3 data backs her up: Pilates engagement grew 48% year-over-year, and more than 400,000 members completed a workout from the HiLIT training plan. Those are not bike numbers. For more on the thinking behind her strategy, see our SXSW coverage at theclipout.com/peloton-cmo-megan-imbres-rmarketing-philosophy.

Peter Stern put her work on the record in front of investors. That is the clearest signal available that Peloton CMO Megan Imbres is now central to how this company talks about its own recovery.

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