Christina Gough
Research expert covering sports and video gaming
Peloton - statistics & facts
Founded in the United States in 2012, Peloton is a fitness equipment and online media company based in New York City. While the company's main product is a stationary exercise bike, it has also subsequently launched a state-of-the-art treadmill range as well as rowing machines, all equipped with signature display monitors where customers can enjoy access to training classes in addition to other forms of entertainment. While the company originally retailed only in the United States, it has since expanded into Canada and parts of Europe. Despite this expansion, looking at Peloton’s revenue generated in different regions of the world showed that sales in North America still constituted the largest share of the company’s profits. Although the company as a whole enjoyed positive growth in revenue during the coronavirus (COVID-19) pandemic, with Peloton’s annual revenue worldwide peaking in 2021, this trend has since tapered off and the company’s yearly revenue has declined since 2022.
Peloton’s success – healthy habits or health scare?
The growth in popularity of the fitness company was no doubt accelerated by the coronavirus (COVID-19) pandemic, which forced many gyms and health clubs across the world to close. During periods of lockdown and quarantine, fitness fans had to find ways to stay in shape in their own homes and many turned to online classes, such as the ones offered by Peloton, to keep themselves motivated and have the feeling of working out in a group. This could at least partially explain the consistent growth in the quarterly number of Peloton subscriptions worldwide, with this figure exceeding three million for the first time in the second quarter of 2023. A closer look at the numbers, however, shows that while user growth has been mainly positive since the company began, this figure increased at a much faster pace during the global health crisis and has since slowed down. This trend is even more apparent when looking at the global product revenue of the company, which shows that Peloton’s products were generating less than half as much revenue in 2023 than they did in 2021.Peloton's online offering
A significant aspect of Peloton's business model is its online monthly subscription service, which gives users access to remote fitness classes, often led by Peloton's celebrity instructors in categories such as strength, stretching, and cycling. This subscription service saw its user numbers worldwide reach three million for the first time in 2023. The company’s digital platform proved to be especially popular among consumers, with Peloton placing third in the worldwide ranking of fitness and sport apps by revenue generated as of 2024. Despite the decline in the company’s annual revenue since 2022, Peloton’s annual subscription revenue worldwide has increased year-on-year since its inception, highlighting the popularity of the service.
