1. Consumers continue to view the Peloton brand as a brand that’s more for wealthy consumers than for all. The sentiment has been more flat/unchanged q/q.
2. Among those who aren’t currently customers of Peloton, the majority don’t have interest in app-only access.
3. There is a large delta in sentiment readings towards Peloton by respondents who are customers of the brand vs. respondents who are just aware of the brand. Customers love it, but those who aren’t customers view it as expensive, overpriced, and luxury.
4.Peloton customers are more likely to see Peloton as a fitness bike company while the broader population views it more as an exercise and wellness company.
5. Consumer interest in at-home fitness brands/products peaked during the pandemic and readings remain lower at the moment compared to that peak.
