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The Lancer Group places Lori Tauber Marcus as CMO for Peloton Cycle (backed by L Catterton)

calendarApril 11, 2016
The Lancer Group places Lori Tauber Marcus as CMO for Peloton Cycle (backed by L Catterton)

NEW YORK CITY, NY – Peloton Cycle, leader in the at-home fitness market offering live and on-demand fitness group classes hires Lori Tauber Marcus as the company’s ChiefMarketing Officer. Peloton is backed by leading global consumer-focused private equity firm, L Catterton.

In this new role, Lori will lead Peloton’s global marketing organization and will be responsible for further fueling the company’s rapid expansion. Peloton has sold more than30,000 bikes since launching in 2012, adding up to $50 million in sales in 2015.

Lori brings to Peloton over 30 years of experience in senior marketing and general management roles with leading companies including Keurig Green Mountain, TheChildren’s Place, and PepsiCo. She brings deep experience in brand marketing, general management, and innovation, and has a proven leadership record for bringing marketing strategies to life in commercial environments.

“Lori’s proven track record and background in brand building, creative development, digital marketing, retail store and multichannel rollout…will help us continue to grow our brand recognition around the world,” added Peloton CEO, John Foley.

She most recently served as Chief Global Brand & Product Officer of Cold Systems for Keurig Green Mountain, an innovative personal beverage system company, where she was responsible for leading global brand and product strategy.

Lori previously spent 27 years at PepsiCo, where she worked across multiple commercial channels. She started out in field marketing, directing entertainment marketing, and then customer development for the food-service division, finishing her career as SVP of marketing activation.

She holds a B.S. in Marketing from the Wharton School of Business, University of Pennsylvania.

About The Lancer Group
The Lancer Group is a leading retained executive search firm that is trusted by private equity firms, their portfolio companies and public corporations to deliver high-impact leaders. The firm specializes in board-driven search mandates including CEOs, CFOs, C-suite executives and board directors as well as private equity investment professionals and operating partners. The Lancer Group has provided strategic counsel to clients across a range of industries and has particular expertise in technology, industrial, energy, healthcare and consumer markets.

With relationships at over 50 of the top 100 private equity firms, The Lancer Group provides a range of pre-deal private equity advisory services beyond traditional executive search. These services include deal origination, diligence support and introductions to “backable” executives.

Founded in 1998, The Lancer Group is privately held and operates from offices across North America and Australia (

About Peloton Cycle
Founded in 2012, Peloton represents the evolution of the at-home fitness market by merging high-design with modern technology to provide access to live and on-demand fitness group classes by the best instructors in the world. Peloton offers a completely immersive fitness experience, with the technology, performance metrics and social connectivity to make every workout both effective and addicting. Peloton also operates a premium cycling studio with live performance production capabilities in New York City that offers riders the opportunity to experience their favorite class in-person.

About L Catterton
L Catterton, formed in 2016 through the partnership of Catterton, LVMH and Groupe Arnault, is the largest consumer-focused private equity firm in the world. Since its founding in 1989, Catterton has leveraged its category insight, strategic and operating skills, and network of industry contacts to establish one of the strongest private equity investment track records in the middle market.

L Catterton builds on this heritage and the strong track record of LVMH and GroupeArnault’s existing European and Asian private equity and real estate operations, conducted under the L Capital and L Real Estate franchises. L Catterton invests in all major consumer segments, including: Food and Beverage, Retail and Restaurants, Beauty and Wellness, Fashion and Accessories, Consumer Products and Services, Consumer Health, and Media and Marketing Services, as well as real estate projects anchored by luxury retail.

Firm Contacts
Scott Dunklee
(858) 551-1001 Ext. 2860

Michael Misiaszek
(858) 551-1001 Ext. 2868

Liliana Corona
(858) 551-1001 Ext. 2874

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