Peloton’s Robin Arzón on Personal Brand and Hispanic Culture

[My daughter] is coming home [from school] speaking Spanish. So I have to speak, I have to respond. It’s creating that point of emphasis. Canticos is really great. We don’t do a ton of screen time but our whole Disney Channel is only in Spanish. Anything that is entertainment is only in Spanish and those little things that move the needle. My kids being fluent has made me work on my own fluency. I’m “intermediate plus.”

Of course, it’s [about brands] meeting consumers and communities where they are. But I also think it’s different in the Latino community. Specifically, how would the Dominicans say it? How would the Puerto Ricans say it? What kind of music is it—a bachata beat or a salsa beat?

If you’re trying to dive deep into a community, meet them where they are with the music, the terminology, the colors, and the experiences. Brands are missing out on in-person experiences, but in the Latino community, there is still such an emphasis put on how we’re connecting in real life. It’s very community-centric, even though many of us are digitally engaged.

Women are slaying

We know now [women’s sports is] not a moment; it’s a movement. Events like Athlos are really exciting because it was the largest purse prize for a women-only track event in history. And it’s like, let’s start paying these athletes. Let’s start having real conversations about what the ad dollars mean and how we can get within striking distance, if not equality, to the male athletes. There’s an appetite there. Showcase these athletes, and give them the respect that they deserve.

For women’s sports, especially, there’s a dearth of storytelling around these female athletes. Let’s create the lore because it exists. Frankly, it’s more interesting to me than the men’s [stories]. Show me a mama warrior who has rebuilt herself and come back to slay a championship. She’s doing that with babies on her back so don’t tell me that’s not interesting.

What’s so cool [is] we’re having a conversation not only about women’s sports but female leaders in general. We’re raising the bar and it’s important. It’s about time.

Show up to stand out

Consistently show up and [your personal] brand is going to build itself. Sometimes we get caught up in the brand deck, or what the KPIs are, or what the client wants. Are you individually showing up in the world? Your reputation is a form of wealth, and where you can capitalize on that wealth is consistently show up in a way that makes sense [for you], and then make that into dollars.

We’re sometimes starting at the finish line without understanding that you just have to start running the first mile. What would your closest 20 associates say about you? What would they say your strengths are? What’s the story they’ve heard you tell 10 times? That’s who you are, because that’s how you’re showing up in the world. And [the personal brand] builds itself by showing up consistently in that way.