A new job posting (as found by @FOSAdam on Twitter and shared by ConnectTheWatts) surfaced this week indicating Peloton intends to continue giving members more ways to interact with and consume Peloton content when they aren’t working out. The new “Director of Original Content” role would “help Peloton shape and execute our content strategy for non-class content.”
The job listing goes on to talk about who the person would “maximize our successful class concepts and instructor brands and develop social and series content.” The social content could take many forms, from helping connect the instructors with celebrities & athletes for the many Q&As they host on Instagram, to shaping general content strategies.
The series content is an area of growth for Peloton. One recent example of how this could look is the “Strong as a Mother” docuseries Peloton launched to cover part of Robin Arzon’s pregnancy journey. That series could be the stepping stone to other similar ones. The first episode of the series already has more than 1 million views on YouTube. Beyond YouTube series, eventually the content could evolve into something that is only available within the Peloton platform to Peloton members.
The main part of the job description (which you can find the whole job posting here) states:
The Director of Original Content Development would help Peloton shape and execute our content strategy for non-class content. The individual will help us test/develop new content types to create deeper engagement with our members. This role requires the understanding of series development. Our original content will maximize our successful class concepts and instructor brands and develop social and series content. Relationships with and experience managing third party Production Companies, assessing series concepts, budgets and production style is critical. developing new concepts. Peloton’s content output is world-class, always innovative and connects with our Members.
With Peloton’s growth in the last year, Peloton continues to be hiring across almost all departments. They announced a few months ago they would be expanding their regional office in Texas, adding 1,600 extra jobs there. In addition, they will be having a virtual summer internship program for college students.