Monday, 15 March 2021

Peloton Subscriber and Revenue Statistics (2021)

Peloton introduced its first product in 2014, a connected exercise bike with access to on-demand classes.

3 years later, in 2017, the company hit a milestone of 100,000 subscribers.

The pandemic helped Peloton gain further market traction, with more people opting for at-home fitness. Capitalizing on this growth, the Peloton Tread (a smart treadmill) was released in early 2021.

Today, Peloton has 1.67 million connected fitness subscribers, with an annual retention rate of over 92%.

From members to employees, here’s a breakdown of what you’ll find on this page:

Key Peloton Stats and Figures

  • Peloton has over 4.4 million members on the platform.
  • 1.67 million people subscribe to Peloton’s connected fitness membership.
  • Peloton has more than 625,000 paying digital-only subscribers.
  • 98.07 million workouts are completed quarterly on Peloton.
  • Peloton’s quarterly revenue is $1.06 billion.
  • Peloton has 35 instructors.

Peloton members

Peloton defines a “member” as any individual who has a Peloton account.

According to a company shareholder letter, Peloton has over 4.4 million members on the platform (as of December 31, 2020). The total number of members has grown 22.22% since the previous quarter, up from 3.6 million users.

Peloton has added an average of 560 thousand new memberships each quarter since Q1 2020 FY.

Here’s a table with Peloton membership growth since the start of the 2020 fiscal year:

Quarter, fiscal year Total number of members
Q1 2020 1.6 million
Q2 2020 2.0 million
Q3 2020 2.6 million
Q4 2020 3.1 million
Q1 2021 3.6 million
Q2 2021 4.4 million

Peloton connected fitness subscribers

Connected fitness subscribers pay to synchronize workout classes with their Peloton equipment.

Peloton has 1.67 million connected fitness subscribers. That’s an increase of 24.96% compared to Q1 2021 FY when Peloton reported 1.33 million active connected fitness subscriptions.

Peloton added 955 thousand new connected fitness subscribers over the last year (Q2 FY 2020 – Q2 2021), accounting for 57.29% of the total connected fitness subscriber base.

Here’s a table showing Peloton connected fitness subscriber growth by a quarter since the 2017 fiscal year:

Quarter, fiscal year Connected fitness subscriptions
2017 108 thousand
Q1 2018 123 thousand
Q2 2018 168 thousand
Q3 2018 217 thousand
Q4 2018 245 thousand
Q1 2019 276 thousand
Q2 2019 362 thousand
Q3 2019 457 thousand
Q4 2019 511 thousand
Q1 2020 562 thousand
Q2 2020 712 thousand
Q3 2020 886 thousand
Q4 2020 1.09 million
Q1 2021 1.33 million
Q2 2021 1.67 million

Source: Peloton.

Peloton digital subscribers

Peloton offers a subscription for non-owners of Peloton hardware. These users can access the content library for $12.99 per month (plus tax).

Peloton has 625,000 paying digital subscribers (as of Q2 FY 2021). That’s an increase of 22.55% over the previous quarter, up from 510,000 paid digital members.

Peloton added 448,400 new digital memberships over the last 4 quarters.

Here’s a table showing the growth in Peloton digital subscriptions since the 2019 fiscal year:

Quarter, fiscal year Paid digital subscribers
Q3 2019 107,700
Q4 2019 102,200
Q1 2020 105,800
Q2 2020 109,200
Q3 2020 176,600
Q4 2020 316,800
Q1 2021 510,000
Q2 2021 625,000

Source: Peloton.

Peloton quarterly workouts

Peloton users complete 98.07 million total workouts per quarter.

That’s an increase of 26.1% since Q1 FY 2021 when users cumulatively managed 77.77 million workouts.

The number of quarterly workouts on the digital fitness platform has grown 4.03x over the last year alone.

Here’s a table charting the growth in the number of quarterly workouts completed on Peloton since the 2018 fiscal year:

Quarter, fiscal year Number of workouts
Q1 2018 2.5 million
Q2 2018 3.23 million
Q3 2018 5.9 million
Q4 2018 6.22 million
Q1 2019 7.7 million
Q2 2019 9.33 million
Q3 2019 17.99 million
Q4 2019 17.76 million
Q1 2020 19.17 million
Q2 2020 24.34 million
Q3 2020 44.15 million
Q4 2020 76.82 million
Q1 2021 77.77 million
Q2 2021 98.07 million

Source: Peloton.

Peloton monthly workouts per subscriber

Peloton registers a completed workout when a subscriber finishes at least 50% of the training within a set (exceptions apply for certain class types).

The total number of completed workouts is divided by the total number of connected fitness subscribers to ascertain the average number of completed workouts per subscriber.

On average, a single Peloton subscriber completes 21.1 workouts per month. That’s an increase of 67.46% from a year ago when users averaged 11.7 completed monthly classes.

Subscriber engagement with Peloton workouts has grown 3.39x over the last four fiscal years (Q1 2017- Q1 2021).

Here’s a table with the average number of monthly workouts per Peloton subscriber since 2017:

Quarter, fiscal year Average number of monthly workouts
Q1 2017 6.1
Q2 2017 6.7
Q3 2017 8.5
Q4 2017 7.5
Q1 2018 7.1
Q2 2018 7.4
Q3 2018 9.6
Q4 2018 8.7
Q1 2019 8.9
Q2 2019 9.7
Q3 2019 13.9
Q4 2019 12.0
Q1 2020 11.7
Q2 2020 12.6
Q3 2020 17.7
Q4 2020 24.7
Q1 2021 20.7
Q2 2021 21.1

Source: Peloton.

Peloton quarterly revenue

Peloton generates $1.06 billion in quarterly revenue. This figure was achieved in Q2 FY 2021, the first time Peloton surpassed the landmark of $1 billion in a single quarter.

During the last year, Peloton’s quarterly revenue has grown by 102.97%, up from $466.3 million.

Here’s a table showing the growth in Peloton’s quarterly revenue since 2017:

Quarter, fiscal year Quarterly revenue
2017 219 million
Q1 2018 56.2 million
Q2 2018 129.8 million
Q3 2018 142.4 million
Q4 2018 106.6 million
Q1 2019 112.1 million
Q2 2019 262.9 million
Q3 2019 316.7 million
Q4 2019 223.3 million
Q1 2020 228.0 million
Q2 2020 466.3 million
Q3 2020 524.6 million
Q4 2020 607.1 million
Q1 2021 757.9 million
Q2 2021 1.06 billion

Source: Peloton.

Peloton workout types

Peloton currently has 11 fitness disciplines available in the class library.

8 of these disciplines have been added to the catalog within the last 5 years.

Here’s a table with the launch dates of various Peloton workout types:

Date Workout concepts
January 2014 Cycling
March 2014 Cycling (Scenic)
April 2015 Strength & Stretching
February 2016 Cardio
October 2016 Yoga & Meditation
May 2018 Tread (Running, Bootcamp, Walking, Scenic)
June 2018 Outdoor Running & Walking
August 2018 Outdoor Stretching & Bootcamp
April 2019 Audio Only Meditation
March 2020 Dance Cardio

Source: Peloton.

Popularity of Peloton workouts

Cycling is the most popular type of activity among connected fitness subscribers, accounting for 64% of all workouts.

However, back in 2017, 94% of workouts on Peloton were cycling-related. Alternative disciplines are steadily growing in popularity.

Strength is currently the second most popular category:

Fitness category Share of all workouts
Cycling 64%
Strength 13%
Floor 10%
Meditation, Yoga 6%
Running 5%
Outdoor 2%

Source: Peloton.

Popularity of Peloton workouts (digital subscribers)

Digital-only subscribers typically don’t own Peloton hardware, so the bias towards cycling workouts is less pronounced than among connected fitness subscribers.

Cycling remains the most popular category, but only accounts for a 36% share of all completed workouts.

Here’s a complete breakdown of the most common types of workout among Peloton digital subscribers:

Fitness category Share
Cycling 36%
Strength 22%
Floor 11%
Meditation, Yoga 11%
Running 14%
Outdoor 6%

Source: Peloton.

Peloton Tags

Peloton introduced the “Tags” feature in April 2020. It is designed to help members connect through shared interests.

Subscribers can create their own custom tag, using it to interact with related users and classes.

More than 100,000 tags have been created by members, and 795,000 members include at least one tag in their profile account.

Source: Peloton.

Peloton Artist Series

Peloton offers a series of themed workouts built around music by famous artists.

The Peloton Artist Series currently features 74 different artists. In most cases, the Peloton content library features more than one workout per artist.

3.6 million Artist Series classes were taken during Q2 FY 2021. In a single quarter, 1 million people completed workouts featuring music by Beyoncé.

Sources: Pelo Buddy, Peloton.

Peloton bike users by age

66% of Peloton bike users in the US are between 25 and 44 years old.

Here’s a complete age breakdown of Peloton bike consumers in the US, as of the 2020 fiscal year:

Age group Share
18-24 2%
25-34 29%
35-44 37%
45-54 21%
55-64 9%
65+ 2%

Source: Peloton.

Peloton bike users by household income

62% of Peloton bike users in the US have a household income of between $50,000 and $150,000.

Customers with a household income of more than $200,000 make up a further 21% of Peloton bike owners. The share of customers in this most affluent bracket has decreased significantly in the past seven years, down from 41% in 2014.

Here’s a table showing the current income demographics of Peloton bike users:

Household income Share
Under $50,000 8%
$50,000 – $100,000 38%
$100,000 – $150,000 24%
$150,000 – $200,000 9%
$200,000+ 21%

Source: Peloton.

Peloton instructors

Peloton currently has 35 instructors (as of February 2021).

Numerous instructors teach across multiple disciplines.

Here’s a table showing the number of instructors teaching in each fitness category:

Workout class Number of instructors
Strength 32
Yoga 6
Cardio 8
Meditation 6
Running 12
Outdoor 11
Cycling 23
Stretching 30
Tread Bootcamp 10
Bike Bootcamp 4
Walking 12

Source: Peloton.

Peloton instructors: follower count

Spanning 34 accounts, Peloton instructors on Instagram have a combined follower count of 6.62 million. Among Peloton instructors active on Instagram, 23 (67.65%) have more than 100,000 followers.

Here’s a ranking of the top 10 Peloton instructors by Instagram follower count:

Instructor Instagram follower count
Robin Arzón 721,000
Cody Rigsby 607,000
Ally Love 586,000
Alex Toussaint 409,000
Emma Lovewell 379,000
Kendall Toole 376,000
Tunde Oyeneyin 310,000
Jess King 289,000
Jess Sims 258,000
Olivia Amoto 254,000

Source: Peloton, Instagram.

Peloton employees

Peloton has 3,694 employees across 5 countries: the United States, United Kingdom, Germany, Canada and Taiwan.

Here’s a breakdown of employee count by country:

Country Employee count
United States 3,281
United Kingdom, Germany 283
Canada 59
Taiwan 71

Based on Comparably data, the average annual salary of an employee at Peloton is $119,337.

Blind estimates a slightly higher average compensation level at Peloton, with a reported median salary of $160,000.

Peloton employees on an H-1B visa (employment-based visa for foreign citizens) receive a median salary of $155,000.

Sources: Comparably, Blind, H1B Salary Database.

Conclusion

That’s all for my list of Peloton statistics in 2021.

Peloton is quickly taking off as a leader in the connected fitness category. The company is consistently adding new members. While continuing to invest in product innovations.

And Peloton recently announced the acquisition of fitness equipment manufacturer Precor for $420 million. The purchase likely signals a further step up in hardware production.

Now I’d like to hear from you:

Do you think Peloton is well-positioned for long-term growth? Where do they go next?

And maybe you’ve got some comments or suggestions about other things I could include in the roundup.

I read every comment, and I’d love to hear from you below.

The post Peloton Subscriber and Revenue Statistics (2021) appeared first on Backlinko.

This marketing news is not the copyright of Scott.Services – please click here to see the original source of this article. Author: Brian Dean

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