THE PELOTON REPORTFITNESSFORALL
THE PELOTON REPORT© 2023 Peloton Interactive, Inc.

1

CONTENTS

METHODOLOGYINTRODUCTIONSECTION 01

What fuels a fitness journey: motivation

SECTION 02

What shapes a fitness journey: when,
where, and how people pursue fitness

SPOTLIGHTGen Z

SECTION 03

What people hope to achieveon their fitness journey: mental,
physical, and social benefits

SECTION 04

How people manage their fitness
journey: technology and information

SPOTLIGHT

Inclusivity matters© 2023 Peloton Interactive, Inc.

THE PELOTON REPORT

3
4
5
8
12
15
18
22

2

METHODOLOGY
HOW
Online Survey

WHEN
August 31st - September 13th 2023

WHERE
Conducted in the USWHO
A representative cross section of the US
with a sample size of n=1013
THE PELOTON REPORT

Additionally, we obtained “OverSamples”:
Hispanic/Latinx community (n=1008)
Black/African American community (n=1027)
Gen Z Americans (n=506)“Fitness Enthusiasts” (n=502)© 2023 Peloton Interactive, Inc.

03
3

INTRODUCTION
Fitness is about more than cycling, running, or
playing tennis. It’s about more than yoga or strength
training, more than any one game, any one rep, or any
one class. These activities, and many others, are partof a larger effort, a personal, lifelong fitness journey.
It is a journey that impacts – and is impacted by –people’s physical and mental health, as well as theircommunities both online and in real life. A journey thatevolves over time as people get older, as lives move in
new directions, as health and bodies change, and as
careers and aspirations grow and evolve.
We’re introducing our study, The Peloton Report: A Fitness Journey, to better understand the
motivators and challenges to the successful pursuit of fitness and wellness, as well as to gain insights
into the support and resources people need to achieve their goals. Our purpose in conducting thisstudy was straightforward: we wanted to better understand how fitness impacts us physically, mentally,and socially. We wanted to discover how people are navigating the growing volume of advice, opinion,
and technology. And we wanted to learn how we could inspire people to become the best version ofthemselves anytime, anywhere.

In The Peloton Report we share our findings and explore:
What motivates andwhat hinders
people’s progress

What shapes the journey:when, where, and how
people pursue fitness

What people hope toachieve along theirfitness journey

How people manage theirfitness journey: technology
and information

We also shine a spotlight on how Gen Z takes a different approach to fitness and analyze whether
our fitness environments are as inclusive and welcoming as they could – and should – be with Black/
African American and Hispanic/LatinX exercise enthusiasts and consumers.

We believe this finding illustrates a virtuous circle of body and mind, one that holds thepotential to transform how people nurture their well-being, as well as how all of us understandthe interdependence between the physical and mental aspects of fitness. This virtuous circle is a
powerful reminder that fitness is about so much more than the physical. It is increasingly about
self-care, community, and connection.

© 2023 Peloton Interactive, Inc.

THE PELOTON REPORTAnd while we confirmed no fitness journey is exactly the same, our report reveals these journeys
have something profound in common. That connection? Regardless of generation or race, nearly ninein 10 say their fitness journeys impact their mental and emotional state as significantly as their mental
and emotional state impacts their fitness journeys.

4

01© 2023 Peloton Interactive, Inc.

THE PELOTON REPORT

WHAT FUELS A FITNESSJOURNEY: MOTIVATION

5

93%
The mind/body connection.
While 90% of people say they are motivatedby the promise of better physical health, anastounding 93% say they are motivated by thepromise of better mental health – an important
insight that challenges conventional thinking
about what drives people to pursue fitness. It’s
not only physical factors, but also – and evenmore so – mental factors that compel people
forward on their fitness journey.

This symbiotic relationship not only fuels thejourney, but redefines the very nature andpurpose of the journey. It also reframes how
we should think about what people are trying
to achieve as they move forward on theirfitness journey throughout their lives.

90%
90% of people say they are
motivated to engage in physicaland fitness activities by thepromise of better physical health.

© 2023 Peloton Interactive, Inc.

THE PELOTON REPORTIn fact, the data shows that when people
pursue fitness they feel better physicallywhich, in turn, makes them feel bettermentally, which, in turn, makes them feel better
physically, which… Well, you get the idea.

93% of people say they
are motivated to engage inphysical and fitness activities
by the promise of bettermental health.

6The thing about motivation, though, is that it is unreliable. There’s always pushback, not only in theform of other activities competing for people’s time, but real and perceived roadblocks that hold themback. Demotivators, like lack of energy, self-consciousness, physical constraints, and a scarcity ofsocial support, can have a significant impact on physical and mental health.

GENERATION GAPGENDER DIFFERENCES

Millennials are more likely than Gen Z, Gen X, andBaby Boomers to say they decrease their frequencyof exercise due to extreme weather patterns.

Men are more than twice as likely than womento increase their exercise frequency in order toimprove sex endurance and to increase libido.

IMPROVE SEX ENDURANCE

30%

30%

28%

25%

25%
18%

20%

17%
15%

15%

30%
25%

23%

20%

20%

15%

15%

10%

10%

5%

5%

0%

10%

GEN Z

GEN X

BABY
BOOMERS

20%

10%

10%
5%

0%
MILLENNIALSINCREASE LIBIDO

0%
MEN

WOMEN

MEN

WOMEN

Another thing about motivation? It’scomplicated.

© 2023 Peloton Interactive, Inc.

THE PELOTON REPORT

For instance, even though 80% of people aremost likely to increase their fitness due tophysical factors – such as health concerns andinjuries, training for an event; wanting a better
physique, a more robust libido, and longer
sexual endurance – almost 60% say physicalfactors are the primary reason they decrease
their fitness activities, as well. Circumstances
like health conditions and injuries both
motivate people to pursue fitness and prevent
people from pursuing fitness.

7

02© 2023 Peloton Interactive, Inc.

THE PELOTON REPORT

WHAT SHAPES A FITNESSJOURNEY: WHEN, WHERE, AND
HOW PEOPLE PURSUE FITNESS

8

51%

of people engage in physicaland fitness activities

AT HOME,making it the most popularplace to exercise.

© 2023 Peloton Interactive, Inc.

THE PELOTON REPORTThe past few years have forced a lot of
people to experiment with new ways of
pursuing fitness, which has had a significant– and, we believe, lasting – impact on theirfitness journey. Our research shows thatpeople recognize when they work out, where
they work out, and how they work out aren’t
static. They know they can work out anytime,
anywhere, and any way they like. There’s
no one way to pursue fitness. Today, there
are fewer barriers to fitness, as well as more
opportunities to get the most out of the fitness
journey. Fitness is more approachable, andmore achievable, than ever.

THERE’SNO PLACE
LIKE HOME.

9

WHEN PEOPLE WORK OUT
People are busy. Families. Careers. Hobbies.
Volunteer work. There are only so many hours in the
day and a lot of them are already spoken for.
So finding the time for fitness can be a challenge, evenwhen it’s a top priority. And yet people do find thetime, with respondents saying they work out during
hours that work best for them, with some varying theirworkout time frame depending on their schedule. Morethan a third of our respondents (37%) are early birds
and work out before 9 a.m., 27% work out in the hours
immediately after that, and 30% after the traditional
workday ends. Only 12% are night owls, working out
after 8 p.m.u

WHERE PEOPLE WORK OUT
Once people find the time, the next big question iswhere to spend that time.
There’s the gym around the corner. Maybe a fitness
center in their apartment building. There’s the yoga
studio. The great outdoors. Even that corner of their
bedroom between the dresser and the closet they call a“home gym.” As it turns out, despite the fact that gyms
and fitness studios reopened as the pandemic subsided,
over half of our respondents (51%) continue to work out
primarily at home. Facilities outside their own four walls
continue to be popular, as well – 39% of people work out
at the gym, 9% in a fitness studio, and 8% in a sports
league. Almost four out of 10 (39%) work out in the great
outdoors – for them, the world is their gym. What’s clear isthat fitness journeys, for the majority of our respondents,
happen at multiple locations – home + gym, or home +outdoor, or home + gym + outdoor, and almost endlessother combinations of locations.

HOW PEOPLE WORK OUT

Especially at home, solo workouts give people thechance to have a variety of workouts, including
virtual personal trainers and classes. Some people
prefer a more social experience, with over a quarterof respondents (26%) preferring to work out withfriends and family, while 21% prefer working out
with others.
© 2023 Peloton Interactive, Inc.

THE PELOTON REPORT

By a wide majority (75%), people prefer to work out
on their own, whether they are running to music ortuning into a virtual class – providing the flexibility
to workout anytime, anywhere.

10

Nearly all people (95%) incorporate low-impact and floor exercises in their routines, with more
people continuing to incorporate walking outside (65%) into their fitness routines than any otherphysical activity. Thirty-five percent also include walking inside on a treadmill in their work outs.
People of all generations like to walk.
More robust exercise is popular, too, with heart-pumping, sweat-inducing cardio high on thelist. Among active* respondents, 86% participate in cardio activities like running, swimming, andkickboxing, while 69% choose cardio on equipment, such as treadmills, ellipticals, and rowing
machines. Strength training with equipment (barbells, dumbbells, bench) also is a common activity
for nearly half (43%) of those surveyed. And about a third (29%) of people say they include circuittraining in their routines.

WORKOUT PREFERENCES: MEN VS. WOMENDANCE CARDIO CLASSES

8%STRENGTH TRAINING

16%

RUNNING/JOGGING OUTSIDE

41%

24%

65%

52%

YOGA

17%

24%

Our respondents are clear: their fitness journeys are happening on their own terms, when theywant, where they want, and across multiple activities. Fitness today is not a single, straight-ahead
path. Instead, it winds and twists, turns and changes – creating new opportunities that allow people
to grow and change in ways that make sense for them.
*Active Americans are those who either currently exercise at least a couple of times a month, or previously exercised at least once a week

© 2023 Peloton Interactive, Inc.

THE PELOTON REPORT

Finally, fitness routines not only reflect where people are along their fitness journey, but where
they are along their life journey. No wonder that the majority of respondents (61%) say theirapproach to fitness has evolved over the course of their lifetime, impacted by changing priorities,
life situations (kids, work, school), age, aches and pains, weight management, changes in mood andmental health, influencers like friends and social media, and a host of other things. In fact, almost half(47%) say they’ve rethought their routines in the past 18 months alone, perhaps as a result of fewer
to no pandemic restrictions, returning to pre-pandemic routines, or creating new hybrid routines.

11

SPOTLIGHT
SPOTLIGHT
SPOTLIGHT
SPOTLIGHT
SPOTLIGHT
SPOTLIGHT
SPOTLIGHT
GEN Z

Gen Z is taking a different approach to their fitness journeys when compared to other generations.
We can learn a lot from their behaviors, priorities, expectations, interests, and the overall trends
they’re setting. While mental health and physical health are inextricably linked among all generations,
Gen Z’s fitness journey is particularly impacted by the mind – for better and for worse: Over two-thirdsof Gen Z (66%) say mental factors cause them to increase their exercise, which is more than Gen
X (49%) and a quarter more than baby boomers (40%). Yet Gen Z (79%) is also more likely to facechallenges related to mental factors when trying to engage in fitness (Millennials: 70%, Gen X: 64%,baby boomers: 65%).

THE PELOTON REPORT© 2023 Peloton Interactive, Inc.

012
12

But where Gen Z truly stands apart is in its attitude to fitness and the connection it fosters between
its social life and its mental health. This is especially relevant given that a number of studies havefound that Gen Z is deeply impacted by the loneliness epidemic. So perhaps it’s no wonder Gen Z is
more likely to do the following:

GEN Z

MILLENNIALSGEN XBABY BOOMERSGEN POP

60%
56%
50%

Work out in a gym
or health club

39%
31%
22%

0%
60%

Identify
accountability
partners to establish
and maintain aconsistent fitness
routine

30%
21%

17%

15%

0%

12%

60%

Claim social
influences lead toan increase in theirfitness engagement

26%
20%
9%

14%
6%

0%
60%

Rely on social media
to get information
about fitness

47%
44%
31%

31%

13%

0%
60%

22%
14%

14%

13%
7%

0%

© 2023 Peloton Interactive, Inc.

THE PELOTON REPORT

Find lack of social
support to be achallenge for themengaging in fitness

13

GEN Z HAS
HIGH HOPESFOR ITS
FUTURE SELVES
In the coming year, Gen Z respondents saythey are interested in pursuing fitness to:feel confident intheir bodies

45%

38%

enhancepersonal growth37%

improve theirmental health37%

create a better qualityof life as they get older

36%

THE PELOTON REPORT

feel attractive© 2023 Peloton Interactive, Inc.

014
14

03
© 2023 Peloton Interactive, Inc.

THE PELOTON REPORT

WHAT PEOPLE HOPE TO
ACHIEVE ON THEIR FITNESSJOURNEY: MENTAL, PHYSICAL,AND SOCIAL BENEFITS

15

90%

of people say their physical/
fitness activities have aneffect on theirPeople have high hopes for how fitness will
benefit their physical and mental health andeven society at large.

MENTAL AND
EMOTIONAL HEALTH.

88%

of people say their mental/emotional
health has an effect on their

FITNESS AND
PHYSICAL ACTIVITIES.

© 2023 Peloton Interactive, Inc.

THE PELOTON REPORTAs we saw earlier in the report, physical andmental health are inextricably linked whenit comes to fitness. People believe engaging
in fitness improves not only their physicalbut also their mental health - and that theirmental health improves their physical health.
It’s that virtuous circle of body and mind that
our research shows makes people’s fitness
journeys such a powerful and sustainable
experience.

16

MIND

BODY

SOCIALGEN POP*GEN POP*GEN POP*...how important are each of thefollowing to you?

...how important are each of thefollowing to you?

...how important are each of thefollowing to you?

1 ENHANCED
ENERGY LEVELS

84%

2

IMPROVED SLEEPQUALITY

82%

3

IMPROVED MOOD/
MOOD REGULATIONOVERALL
1 IMPROVEDQUALITY OF LIFE

2

IMPROVEDCARDIOVASCULAR

86%

85%

A BETTER
1 BEINGPERSON72%

2

ENHANCED
PRODUCTIVITY IN
MY PERSONAL LIFE

69%

BEING A ROLE
MODEL FOR THOSE
IN MY LIFE

59%

81%

3

IMPROVEDFLEXIBILITY
OR MOBILITY

81%

3

4 DECREASEDSTRESS LEVELS

80%

4 STRENGTHENEDIMMUNE SYSTEM

78%

FEELINGS
4 REDUCEDOF ISOLATION

58%

FOCUS/
5 ENHANCEDCONCENTRATION77%

MUSCLE
5 INCREASEDSTRENGTH AND TONE 77%

SOCIAL
5 IMPROVEDBATTERY

58%

Across the active* general population, between 77% and 86% of people expect the physicalbenefits of their fitness journey to improve their overall quality of life, improve their cardiovascular
health, improve their flexibility and mobility, strengthen their immune system, and increase muscle
strength and tone.
When it comes to their mental health, between 77% and 84% of people want their fitness journey
to enhance their energy levels, focus, and concentration; improve their sleep and mood; anddecrease stress in their lives, but far less experience these benefits today.

*Active Americans are those who either currently exercise at least a couple of times a month, or previously exercised at least once a week

© 2023 Peloton Interactive, Inc.

THE PELOTON REPORT

Looking at the society-enhancing benefits, people are hopeful their fitness journey makes thema better person (72%), enhances productivity in their personal lives (68%), helps them become abetter role model for people in their lives (60%), and reduces feelings of loneliness and isolation(58%).

17

04© 2023 Peloton Interactive, Inc.

THE PELOTON REPORTHOW PEOPLE MANAGE THE
FITNESS JOURNEY: TECHNOLOGYAND INFORMATION

18

35+%
Our respondents were clear, setting simple
and achievable goals is the most effective
strategy for maintaining engagement in afitness journey – but how? They include otherpeople and resources in their personal fitness
ecosystem – like friends, family, and instructors(both real and virtual), as well as technology tohelp them stay on track.

of people say they have usedtechnological tools and aids
like apps and wearables toimprove their fitness.

40+%

of people say they would consider
using AI-powered personalization
and biometric measurement tools
in their fitness routines.

© 2023 Peloton Interactive, Inc.

THE PELOTON REPORT

Beyond people, technology has become acritical component of the fitness journey.
People are using readily available fitness apps
and YouTube channels, videos, and social
media to inspire them and to improve the quality of their fitness experience. People, of course,
continue to take advantage of other technological aids to enhance their workouts. These run the
gamut from wearable fitness trackers (43%) to online training platforms (23%) to next-gen biometricclothing (12%). Fitness apps (35%), nutrition apps (34%), and recovery tools (29%) are all a part ofthe mix, too. We also found that 68% of people believe emerging technologies like A.I. and machinelearning have the potential to improve access to fitness and physical activities for themselves andothers, reflecting a growing interest in using technology to help themselves reach their fitness goals.

19What strategies or methods have you foundto be effective, or do you believe would be
effective in establishing and maintaining aconsistent fitness routine?

SETTING CLEAR AND ACHIEVABLE GOALS

37%

FOCUSING ON CONSISTENCY

33%

REST AND RECOVERY

33%

BEING FLEXIBLE WITH YOUR ROUTINE

32%

SETTING MEASURABLE GOALS

30%

CREATING A WORKOUT SCHEDULE

29%

TRACKING PROGRESS27%

GRADUALLY INCREASING INTENSITY/DURATION OF ACTIVITY

25%

ENGAGING IN A VARIETY OF EXERCISES

25%

People increasingly rely on fitness apps to help them design, maintain, and track theirfitness routines.

Younger generations also are more likely to want apps to offer access to fitness instructors toenhance their workouts, with more than two times as many Gen Z respondents as baby boomers
looking for that opportunity (24% vs. 10%). It’s notable that among those who work out four or moretimes a week, one in five say access to fitness instructors through their apps empowers them on
their fitness journey.
© 2023 Peloton Interactive, Inc.

THE PELOTON REPORT

Respondents told us apps empower them along their fitness journey by helping them to stick withit (39%), build a personalized fitness routine (38%), make it easy to track progress (35%), and help
integrate fitness into their everyday lives (29%).

20

People use fitness apps to support their fitness journeys to...

GEN Z

MILLENNIALSGEN XBABY BOOMERSTRACK PROGRESS

41%

43%

32%

32%

IMPLEMENT REST
& RECOVERY

32%

27%

18%

16%

PROVIDE ENTERTAINMENT
WHILE EXERCISING

34%

35%

22%

15%

It takes a village: people turn to friends, family, and social media for
up-to-date expertise – but information overload can take a toll.

54%
of people
say they are
overwhelmedby the amountof fitness
information
available tothem.

Despite the pervasiveness of technology, people still turn to friends
and family for information (36%), compared to YouTube channels
and videos (35%), and social media (31%). Women primarily rely on
those they know and trust over other sources (41%), while the primarysource of fitness information and instruction for men is YouTube
channels and videos (36%). Younger generations rely on social media,
with nearly half (47%) of Gen Z and Millenials (44%) turning to it,
while less than a third of Gen X (31%) and only about one in 10 baby
boomers (13%) look to it for information.
While the information is readily available, over half of all respondents(54%) said they feel overwhelmed by the amount of fitness
information, which some said can lead to confusion. Not surprisingly,
those who exercise less frequently were nearly 20% more likely to feelinundated by the vast amount of information that is out there.

When thinking about fitness and physical activities, where do you typically get information?

YOUTUBE CHANNELS/VIDEOS

SOCIAL MEDIA

NEWS ARTICLES,MAGAZINES, BOOKSFITNESS APPS/
PLATFORMS

36%

35%

31%

25%

24%

© 2023 Peloton Interactive, Inc.

THE PELOTON REPORTFAMILY/FRIENDS

21

SPOTLIGHT
SPOTLIGHT
SPOTLIGHT
SPOTLIGHT
SPOTLIGHT
SPOTLIGHT
SPOTLIGHT
INCLUSIVITY

But we know that to deliver on this goal we have to understand how consumers are feeling today
in order to effectively meet them where they are. We took a deep dive into people’s feelings about
inclusivity in the fitness industry, particularly as related to representation and participation among
different races, genders, ages, or abilities.

© 2023 Peloton Interactive, Inc.

THE PELOTON REPORT

Peloton is committed to bringing fitness to anyone, anywhere.

022
22

HERE’S SOME OF
WHAT WE’VE LEARNED:
Regardless of race, our data shows that while
everyone’s unique fitness journey is theirs andtheirs alone, people share the experience of thevirtuous circle of mind and body, body and mind,
and its benefits.
In fact, as we noted earlier, 90% of the general
population say they are motivated by the promiseof better physical health, and 93% say they are
motivated by the promise of better mental health.
The research shows that the same pretty muchholds true when we dive deeper and look at thedata across Black/African American and Hispanic/
Latinx audiences.

0%

Among the Black/African American and
Hispanic/Latinx population, 89% of Black/
African American and 90% of Hispanic/Latinx
say they are motivated by the promise of better
physical health, and 94% of the Black/African
American and 95% Hispanic/Latinx populations
also say they are motivated by the promise of
better mental health. Comparatively, 90% ofWhite Americans are motivated to engage infitness due to physical reasons, while 93% aremotivated by mental ones.

100%

BLACK/AFRICANAMERICANPOPULATIONPHYSICALMENTAL89%

HISPANIC/LATINXPOPULATIONPHYSICALMENTAL90%

WHITE
POPULATIONPHYSICALMENTAL

90%

94%

95%

93%

While the fitness industry has work to do, 88% of Black/African Americans, 88% of Hispanic/Latinx,
and 91% White Americans believe it is “on par or getting more inclusive,” a positive finding thatbrings benefit to them and their physical and mental health, their communities, and to society.

© 2023 Peloton Interactive, Inc.

THE PELOTON REPORTThis notion of the virtuous circle of mental and physical health benefits of the fitness journey
extends to diverse populations who in many environments, and in many aspects of societal
engagement, do not feel included or welcomed.

023
23

There are positive signs for the fitness industry, as well: 68% of the general population believe“people with my background have a positive relationship with fitness.” This is true across genders,with 72% of men and 64% of women, and races, with 75% of Black/African American respondents,
68% of Hispanic/Latinx respondents, and 66% of White respondents, agreeing with that sentiment.
While nearly six in 10 respondents (58%) believe fitness companies and brands have a responsibility
to address barriers to inclusiveness, a similar percentage (65%) of people feel fitness brands andcompanies are, in fact, listening to and taking into account the opinions and needs of “people withmy background,” with younger generations agreeing more (Gen Z: 71%, Millennials: 78%) than older
generations (Gen X: 62%, baby boomers: 50%).

Ultimately, people believe
fitness inclusivity can havea positive impact on society,including improved mental health(43%), healthier aging (40%),
fewer health disparities (38%),
reduced feelings of isolation andloneliness (36%), more empathy(30%), and better self-esteem(35%). More than a quarter ofBlack/African American (27%)
and Hispanic/Latinx (30%)
respondents agree on thesesocietal effects of fitness
inclusivity.

IMPROVED MENTAL HEALTH

43%

HEALTHIER AGING40%

FEWER HEALTH DISPARITIES38%REDUCED FEELINGS OF ISOLATION

36%

MORE EMPATHY30%

BETTER SELF-ESTEEM

35%© 2023 Peloton Interactive, Inc.

THE PELOTON REPORT

People believe that by fostering
fitness activities in their lives andcommunities, the quality of life forsociety overall would improve (51%),
with better public health (44%),
increased life expectancy (41%),
reduced feelings of loneliness andfewer mental health challenges(39%), and better role models(36%). There is little doubt theseresults could have a positive ripple
effect, not only across people’s lives
and society at large, but acrossgenerations.

24THE PELOTON REPORT© 2023 Peloton Interactive, Inc.

25