Peloton Subscriber and Revenue Statistics (2023)

Peloton introduced its first product in 2014, a connected exercise bike with access to on-demand classes.

3 years later, in 2017, the company hit a milestone of 100,000 subscribers.

The pandemic helped Peloton gain further market traction, with more people opting for at-home fitness. Capitalizing on this growth, the Peloton Tread (a smart treadmill) was released in early 2021.

Today, Peloton has 2.33 million connected fitness subscribers, with an annual retention rate of over 92%.

From members to employees, here’s a breakdown of what you’ll find on this page:

• Key Peloton Stats and Figures
• Peloton members
• Peloton subscribers
• Peloton quarterly workouts
• Peloton monthly workouts per subscriber
• Peloton quarterly revenue
• Peloton workout types
• Popularity of Peloton workouts
• Peloton Tags
• Peloton Artist Series
• Peloton bike users
• Peloton instructors
• Peloton employees

Key Peloton Stats and Figures

• Peloton has over 5.9 million members on the platform.
• 2.33 million people subscribe to Peloton’s connected fitness membership.
• Peloton has more than 874,000 paying digital-only subscribers.
• 134.33 million workouts are completed quarterly on Peloton.
• Peloton’s quarterly revenue is $937 million.
• Peloton has 51 instructors.

Peloton members

Peloton defines a “member” as any individual who has a Peloton account.

According to a company shareholder letter, Peloton has over 5.9 million members on the platform (as of June 30, 2021). The total number of members has grown 9.25% since the previous quarter, up from 5.4 million users.

Peloton has added an average of 540 thousand new memberships each quarter since September 2019.

Here’s a table with Peloton membership growth since September 2019:

Peloton connected fitness subscribers

Connected fitness subscribers pay to synchronize workout classes with their Peloton equipment.

Peloton has 2.33 million connected fitness subscribers. That’s an increase of 12% compared to March 2021 when Peloton reported 2.08 million active connected fitness subscriptions.

Peloton added 1.24 million new connected fitness subscribers over the last year (June 2020 – June 2021), accounting for 46.78% of the total connected fitness subscriber base.

Here’s a table showing Peloton connected fitness subscriber growth by quarter since the 2017:

Source: Peloton

Peloton digital subscribers

Peloton offers a subscription for non-owners of Peloton hardware. These users can access the content library for $12.99 per month (plus tax).

Peloton has 874,000 paying digital subscribers (as of June 2021). That’s a year-over-year increase of 176% from June 2020, up from 316,800 digital members.

Peloton added 557,200 new digital memberships over the last 4 quarters.

Here’s a table showing the growth in Peloton digital subscriptions since the 2019:

Source: Peloton

Peloton quarterly workouts

Peloton users complete 134.33 million total workouts per quarter.

That’s a decrease of 10.17% since March 2021 when total quarterly workouts peaked at 149.54 million workouts.

The number of quarterly workouts on the digital fitness platform has grown 1.75x over the last year alone.

Here’s a table charting the growth in the number of quarterly workouts completed on Peloton since September 2017:

Source: Peloton

Peloton monthly workouts per subscriber

Peloton registers a completed workout when a subscriber finishes at least 50% of the training within a set (exceptions apply for certain class types).

The total number of completed workouts is divided by the total number of connected fitness subscribers to ascertain the average number of completed workouts per subscriber.

On average, a single Peloton subscriber completes 19.9 workouts per month. That’s a decrease of 19.43% from a year ago when users averaged 24.7 completed monthly classes.

Subscriber engagement with Peloton workouts has grown 2.65x over the last four fiscal years (June 2017 – June 2021).

Here’s a table with the average number of monthly workouts per Peloton subscriber since 2016:

Source: Peloton

Peloton quarterly revenue

Peloton generates $937 million in quarterly revenue. This figure was achieved in June 2021, which is a substantial drop of 25.75% from the previous quarter.

During the last year, Peloton’s quarterly revenue has grown by 54.34%, up from $607.1 million.

Here’s a table showing the growth in Peloton’s quarterly revenue since 2017:

Source: Peloton

Peloton workout types

Peloton currently has 11 fitness disciplines available in the class library.

8 of these disciplines have been added to the catalog within the last 5 years.

Here’s a table with the launch dates of various Peloton workout types:

Source: Peloton

Popularity of Peloton workouts

Cycling is the most popular type of activity among connected fitness subscribers, accounting for 58% of all workouts.

However, back in 2017, 94% of workouts on Peloton were cycling-related. Alternative disciplines are steadily growing in popularity.

Strength is currently the second most popular category:

Source: Peloton

Popularity of Peloton workouts (digital subscribers)

Digital-only subscribers typically don’t own Peloton hardware, so the bias towards cycling workouts is less pronounced than among connected fitness subscribers.

Cycling remains the most popular category but only accounts for a 36% share of all completed workouts.

Here’s a complete breakdown of the most common types of workout among Peloton digital subscribers:

Source: Peloton

Peloton Tags

Peloton introduced the “Tags” feature in April 2020. It is designed to help members connect through shared interests.

Subscribers can create their own custom tag, using it to interact with related users and classes.

More than 100,000 tags have been created by members, and 795,000 members include at least one tag in their profile account.

Source: Peloton

Peloton Artist Series

Peloton offers a series of themed workouts built around music by famous artists.

The Peloton Artist Series currently features 74 different artists. In most cases, the Peloton content library features more than one workout per artist.

3.6 million Artist Series classes were taken during Q4 of 2020. In a single quarter, 1 million people completed workouts featuring music by Beyoncé.

Peloton currently has 2 million songs under license making it the largest audio fitness catalog in the world.

Sources: Pelo Buddy, Peloton

Peloton bike users by age

66% of Peloton bike users in the US are between 25 and 44 years old.

Here’s a complete age breakdown of Peloton bike consumers in the US, as of the 2020 fiscal year:

Source: Peloton

Peloton bike users by household income

62% of Peloton bike users in the US have a household income of between $50,000 and $150,000.

Customers with a household income of more than $200,000 make up a further 21% of Peloton bike owners. The share of customers in this most affluent bracket has decreased significantly in the past seven years, down from 41% in 2014.

Here’s a table showing the current income demographics of Peloton bike users:

Source: Peloton

Peloton instructors

Peloton currently has 51 instructors (as of October 2021).

Numerous instructors teach across multiple disciplines.

Here’s a table showing the number of instructors teaching in each fitness category:

Source: Peloton

Peloton instructors: follower count

Spanning 51 accounts, Peloton instructors on Instagram have a combined follower count of 9.62 million. Among Peloton instructors active on Instagram, 29 (56.86%) have more than 100,000 followers.

Here’s a ranking of the top 10 Peloton instructors by Instagram follower count:

Source: Peloton, Instagram

Peloton employees

Peloton has 7,866 employees across 6 countries: the United States, United Kingdom, Germany, Australia, Canada and Taiwan.

Here’s a breakdown of employee count by country:

Based on Comparably data, the average annual salary of an employee at Peloton is $119,337.

Blind estimates a slightly higher average compensation level at Peloton, with a reported median salary of $155,000.

Peloton employees on an H-1B visa (employment-based visa for foreign citizens) receive a median salary of $152,500.

Sources: Comparably, Blind, H1B Salary Database, Statista

Conclusion

That’s all for my list of Peloton statistics in 2023.

Peloton is quickly taking off as a leader in the connected fitness category. The company is consistently adding new members. While continuing to invest in product innovations.

And Peloton recently announced the acquisition of fitness equipment manufacturer Precor for $420 million. The purchase likely signals a further step up in hardware production.

Now I’d like to hear from you:

Do you think Peloton is well-positioned for long-term growth? Where do they go next?

And maybe you’ve got some comments or suggestions about other things I could include in the roundup.

I read every comment, and I’d love to hear from you below.