Use of the Peloton app has dropped in each of the seven months and rapidly in the last four months, according to data from the app intelligence service Apptopia. It’s a much bigger and faster fall than competitors like iFit.
2021 is apparently the annus horribilus for the Peloton.
The iconic fitness and wellness company is struggling with slower sales due to the easing of the Covid-19 pandemic, a U.S. government investigation into problems with the Peloton’s Tread + treadmill that the company remembered after being implied in multiple injuries and at least one death of children, and a massive fall in stock price.
Now it is clear that even existing owners do not use their Pelotons so much.
Maybe they return to the gym after vaccination. Or maybe used the products that were recalled.
In any case, the overall decline since April is 41.7%. Equally shocking is that the decline is largely stable from month to month. A ray of hope for the Peloton: August experienced a smaller decline than the previous months.
The fitness market in general is changing, of course, as the number of vaccinated rises and states and countries continue to reopen. But smaller competitor iFit fell only 16.5% in the same time period and reached a largely stable state in June rather than August.
The big picture, of course, is that Peloton, like other gyms in the home, exploded with growth in the heart of the pandemic in 2020. Its population grew 644% from September 2019 to December 2020, when fitness addicts needed to replace a gym or spinning experience in their home.
So little withdrawal can only be expected.
Unfortunately, this looks more like a retreat. This looks like a major obstacle that will take time and dedication to reverse.
Home training does not disappear. And its baseline is likely to be higher today and in the foreseeable future than it was before the pandemic. But Peloton has a lot of work to do to assure customers that its products are safe, to settle existing lawsuits and rebuild its product portfolio in a safe and attractive way.
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