When faced with a scrappy challenger, it's not hard for established brands to lose sight of their core customers, especially if they're in a highly competitive market.

These situations usually arise when an established brand starts to lose market share to a buzzworthy upstart. When that happens, a company's leaders might debate whether they should change course to chase a new competitor or try to reconnect with the brand's base.

Sarah Robb O’Hagan, CEO of the indoor cycling company Flywheel Sports, knows this scenario well. More than five years ago, she helped turn around PepsiCo's multibillion-dollar Gatorade brand when she was president of the sports drink's division. She went on to serve as president of the high-end gym operator Equinox before taking the helm at Flywheel Sports.

Sarah, who's also the author of Extreme You: Step Up, Stand Out, Kick Ass. Repeat, shares her experiences in this episode, including her views on what it takes to connect with customers.