Blackwells Capital Activist Presentation Deck
Top Takeaways
SURVEY TAKEAWAYS
BW
Fitness Trends
PTON Brand
Headwinds +
Tailwinds
Rental Model
Explored
Purchase
Intentions
Pricing Power and
New Products
PELOTON IS A STRATEGICALLY VALUABLE ASSET
Consumers consistently view Peloton as the best at-home fitness equipment brand
Bespoke Market Intelligence
Exercise frequency increased sequentially with the % who work out at home holding steady in the top
spot of exercise options. Consumers feel they are working out more now than pre-pandemic and
increasingly expect that trend to continue going forward.
The primary reason consumers don't buy Peloton products continues to be the price / they can't afford
it. Consumers continue to view Peloton as the best at-home fitness equipment brand. Customers are
very satisfied with the product and indicate a high degree of loyalty to the brand. Peloton also gets the
most credit from respondents for having the "best sense of community."
Though consumers prefer the thought of purchasing/financing Peloton products, a reasonably large
cohort of consumers preferred the idea of the rental model. The possibility of being able to rent the
equipment drives a modest increase in likelihood of buying Peloton equipment in the future among
consumers who do not currently own Peloton equipment. The increase in likelihood is tied more to the
broader population than it is to respondents who are actively in the market to buy fitness equipment
and/or existing Peloton customers. In all, consumers who would prefer purchasing/financing indicate a
longer period of expected usage of the equipment compared to those who would prefer to rent.
BLACKWELLS CAPITAL
Peloton remains the most likely spin bike respondents expect to choose among those currently in the
market. Peloton is also the most likely tread respondents expect to choose among those currently in
the market. When it comes to the tread, Peloton has gained share of future purchase intentions over
the past four quarters.
Customers think Peloton's content subscription is a very good value for the price. Peloton customers
remain very interested in buying new Peloton products that they might come out with in the future.
Source: Bespoke Market Intelligence April 2022 Peloton Survey.
"Peloton remains the most likely spin bike respondents
expect to choose among those currently in the market.
Peloton is also the most likely tread respondents expect
to choose among those currently in the market.
When it comes to the tread, Peloton has gained share of
future purchase intentions over the past four quarters"
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