Elevating the Ride at Peloton

Dawn Spring, Senior Vice President of Global Member Support at Peloton, took the mainstage at Customer Response Summit (CRS) to share a journey that every customer experience (CX) leader in the room could relate to: what it means to turn disruption into discipline, scale into service, and data into delight.

Peloton, once synonymous with “the Bike,” has evolved into something far bigger: an ecosystem of connected fitness products, premium content, and a global community of millions. But as Spring reminded the audience, growth doesn’t just test your business model; it tests your ability to support, empower, and elevate every single member along the way.

When Success Outpaces Structure

Rewind just a couple of years. Peloton was riding a wave of demand that few companies ever experience. However, with that success came turbulence: overstocked accessories, scattered middle-mile logistics, service and repair gaps, and a global support structure that was stretched too thin.

In Spring’s words, Peloton had “disproportionate capacity and inefficiently staffed global support.” In other words, the model that got them here wouldn’t get them there.

Building the Foundation for Member Excellence

What followed was a deliberate reset. In 2022, Peloton rebalanced its operations. In 2023, the team streamlined its BPO footprint, introduced Salesforce, and initiated a company-wide upskilling initiative. By 2024, they were operating with just two BPOs—98 percent of support now U.S.-based—while training “universal agents” capable of handling membership, order experience, and technical service with equal fluency.

That shift wasn’t about cost-cutting. It was about creating a foundation where every member’s touchpoint felt seamless and trusted.

Technology That Works for Humans

Spring emphasized that technology should never be a barrier between a member and their goal. It should clear the path. That’s why Peloton transitioned to AWS for its phone system, integrated Service Cloud Voice, and deployed Agent Assist to help frontline staff classify cases, recommend replies, and generate summaries.

The result: agents aren’t bogged down in process, they’re freed up to be human. And members get what they came for: support that is fast, personal, and aligned with their fitness journey.

From Contact Center to Concierge

One of the most compelling moments of Spring’s keynote was her description of two new programs redefining the member experience.

• Social Care: A team that proactively engages with members on platforms like Facebook and Instagram, meeting them where they already are.
• Human Concierge: A pilot program offering new members a dedicated guide during their first 90 days, ensuring they feel supported, celebrated, and connected

These aren’t just initiatives. They’re a philosophy that member support isn’t about handling problems; it’s about creating a sense of belonging.

Data as Culture, Not Just Metrics

Under Spring’s leadership, Peloton also began building a stronger data culture. Weekly performance visibility and clear metrics gave her teams not just numbers to chase, but stories to tell, including how their work translated into efficiency, loyalty, and long-term engagement.

Data-driven decision making wasn’t a line item in a presentation. It became a way of seeing, much like Peloton teaches its riders to measure cadence, resistance, and output.

The Leadership Question

Spring’s keynote left the room buzzing with a question: Are we as CX leaders designing support that solves issues, or are we designing support that elevates the entire customer journey?

Because Peloton’s story is more than a case study in operational turnaround, it’s proof that CX leaders can transform turbulence into trust, scale into service, and, most importantly, transactions into relationships.

A special thank you to Dawn and the entire Peloton team for sharing their insights and leadership with us at the Customer Response Summit. Your dedication to innovation, service, and human connection continues to set the standard for the CX industry. We appreciate your time, expertise, and the inspiration you brought to the stage!