Sarah Robb O'Hagan

Sarah Robb O'Hagan is a New Zealand-born business executive and author known for leadership roles in the sports and fitness industries. She currently serves as the Chief Content and Member Development Officer at Peloton Interactive.

Early life and education Robb O'Hagan was born in Hawke's Bay, New Zealand to a professional rugby player father and a language teacher mother.

Career Robb O'Hagan began her career in various marketing roles at Air New Zealand (1993–1998), then joined Virgin Atlantic and Virgin Entertainment as a director of marketing (1998–2000) and Atari as a vice president of marketing (2000–2002). After Atari, she joined Nike as a director of marketing and then general manager (2002–2008). That strategy included expanding the product line with gels and protein drinks and shifting marketing spend from traditional TV advertising, which made up 90% of Gatorade's marketing budget, and focusing on sponsorships of pro sports players. It was critiqued by media as a misfire amid a 17.5% sales slump and led to PepsiCo CEO Indra Nooyi conceding that she doesn't expect strong growth from the product in the U.S. ever again. However, by 2011, sales exceeded $3 billion, a 9% increase from a year earlier. The brand's repositioning earned Robb O'Hagan recognition as one of Fast Company's 2012 "Most Creative People in Business." Robb O'Hagan narrowed Equinox's targeting towards people who are avid athletes and focused on building aspirationalism and exclusivity surrounding the brand. She also oversaw the company's international expansion to London and Toronto in late 2012.

Robb O'Hagan served as CEO of Flywheel Sports, a boutique studio cycling business, from 2017 to 2018. She led a push to launch an in-home bike competitor to Peloton.

Robb O'Hagan became the CEO of Exos, a company known for training elite athletes and providing corporate health and wellness offerings, in January 2020. During 2024 interviews, Robb O'Hagan publicly advocated for changes in workplace structure, in particular supporting the shift to a four-day workweek and building structured periods of recovery into company cultures. She cited a six-month internal experiment run with Adam Grant and other researchers at the University of Pennsylvania's Wharton School testing meeting-heavy Tuesdays and Thursdays, quiet work days on Mondays and Wednesdays, and "You Do You Fridays," where surveyed employees reported a 27% increase in spending their time effectively at work. She served on the board of Strava between 2016–2022.

Personal life Robb O'Hagan lives in New York City with her husband, Liam, and three children.

Recognition Fast Company: "Most Creative People in Business" (2012).