The more consumers at large consider Peloton to be a fitness and wellness brand for all, as opposed to a luxury hardware brand for some, the larger the TAM opportunity will be for the Peloton app. No better way to gauge this than to ask consumers directly and track sentiment over time.

Though there are exceptions to this rule, changes in consumer perceptions toward brands move more like sherman tanks than sports cars. More simply put, it takes some time to get the engine going and doesn’t happen overnight.

In the chart below, you can see that Peloton was once the viewed by the highest share of consumers who are aware of it as a “luxury” brand. Peloton has shown progress in “de-luxurifying” itself in the eyes of consumers. By contrast, most other brands in the chart have been flattish or up in the luxury perception scale.


The July wave of our Peloton survey is currently in-field, with results forthcoming in the next few days. If you are a client, you will be able to find the report in our research portal soon. If you are not a client and want to learn more about the full scope of what we cover in this survey or how to get access (available off the shelf or as part of membership tiers), please let us know ([email protected]).