Peloton is by far the most successful business to come out of Kickstarter. In 2013, it published its bike project on the crowdfunding platform with a price of $1,500 and managed to raise $307,332, just slightly over its $250,000 goal.
While most businesses that debut on Kickstarter struggle once the hype dies down, Peloton went from strength to strength.
Peloton CEO, John Foley, had more business acumen than the typical crowdfunded creator. Prior to the launch of Peloton, Foley was the chief of commerce at Barnes & Noble, and was the founder of two successful .com companies.
This experience helped Peloton steer itself to a unicorn valuation in 2017 and IPO in 2019, two very rare milestones for Kickstarter’s alumni.
Peloton has added a treadmill to its line-up and several accessories, such as dumbbells and resistance bands. But the online services is where Peloton separates itself from other exercise equipment businesses.
A large HD screen is fitted on both the bike and the treadmill, which stream Peloton classes. Over 50 instructors run live classes each week, at different intensities, alongside a huge library of pre-recorded content.
Peloton users pay $39.99 a month to access this library, or $12.99 only through the app. In Q3 2021, it had 2.49 million subscribers.
Instead of simply selling the hardware, Peloton aims to be the entire stack for fitness. This is what has propelled it to a $15 billion market cap, propelled upward by the company’s success during the pandemic.
We have collected data and statistics on Peloton. Read on below to find out more.
Peloton financial year ends in June 30, so Q1 for Peloton is Q3 for most companies.
Peloton key statistics
- Peloton generated $3.58 billion revenue in 2022, a 10% decrease year-on-year
- Net loss in 2022 was $2.82 billion, the company’s largest since going public
- Peloton had 3.03 million subscribers in February 2023
Peloton overview
| Title | Title 2 |
|---|---|
| Launch date | January 2012 |
| HQ | New York City, US |
| People | John Foley (CEO), Jill Woodworth (CFO), Will J. Lynch Jr (director) |
| Business type | Public (NASDAQ: PTON) |
| Industry | Exercise equipment |
Peloton revenue
Peloton annual revenue decreased by 10% in 2022 to $3.58 billion. It is the company’s first annual decline in revenue since going public.
Peloton quarterly revenue 2019 to 2022 ($mm)
Peloton annual revenue 2019 to 2022 ($bn)
| Year | Revenue ($bn) |
|---|---|
| 2019 | 0.71 |
| 2020 | 1.82 |
| 2021 | 4.02 |
| 2022 | 3.58 |
Source: Company data
Peloton profit
Peloton’s reported a $2.82 billion annual net loss in 2022, far larger than the $189 million loss it reported the year before.
Peloton annual net income 2019 to 2022 ($bn)
| Year | Net income/loss ($mm) |
|---|---|
| 2019 | -246 |
| 2020 | -72 |
| 2021 | -189 |
| 2022 | -2828 |
Source: Company data
Peloton users
Peloton refers to users as anyone who has set up an account, most of which receive a very limited version of the subscription service.
Peloton annual users 2019 to 2022 (mm)
| Year | Users (mm) |
|---|---|
| 2019 | 1.4 |
| 2020 | 3.1 |
| 2021 | 5.9 |
| 2022 | 6.7 |
Source: Company data
Peloton subscribers
Peloton had 3.03 million subscribers in the second quarter of 2023, a 9.7% increase year-on-year.
Peloton quarterly subscribers 2019 to 2022 (mm)
Peloton annual subscribers 2019 to 2022 (mm)
| Year | Subscribers (mm) |
|---|---|
| 2019 | 0.36 |
| 2020 | 0.71 |
| 2021 | 1.66 |
| 2022 | 2.76 |
Peloton workouts
Over 575 million workouts were completed on Peloton in 2022, 25.3% more than the previous year.
Number of workouts completed on Peloton 2019 to 2022 (mm)
| Year | Workouts (mm) |
|---|---|
| 2019 | 52.1 |
| 2020 | 164.4 |
| 2021 | 459.7 |
| 2022 | 576.2 |
Source: Company data
Peloton age demographics
Almost 70% of Peloton users are aged over 35 years old, with only 2% of users in the 18-24 age bracket.
Peloton age demographics 2022 (%)
| Age | Users (%) |
|---|---|
| 18-24 | 2 |
| 25-34 | 29 |
| 35-44 | 37 |
| 45-54 | 21 |
| 55+ | 11 |
Source: Company data
Peloton FAQ
How many workouts does the average Peloton subscriber do in a month?
In Q4 2021, Peloton subscribers did 19.9 workouts in a month
What is the average age of a Peloton user?
66% of Peloton bike users are aged between 25 and 44 years old
What is the average income of a Peloton user?
62% of Peloton users earn between $50,000 to $150,000, 21% make over $200,000
What is the most popular workout on Peloton?
Cycling is the most popular activity, accounting for 58% of all workouts. This percentage has decreased in recent years, as Peloton has added more equipment and workouts
How many songs are available in Peloton’s library?
Peloton currently has 2 million songs available on its content library, the largest of any audio fitness service
What is the largest turnout to an online class?
23,000 members tuned into a live class in April 2020 (CNBC)
How many instructors work for Peloton?
51 instructors are employed by Peloton
