Research Outline



An analysis of Peloton's target market.

Early Findings

  • Peloton's target audience is people who do not have time to go to the gym and never want their bikes to be drenched in other people's sweat.
  • The company mentioned that its fastest growing market is millennials - users under 35 years old - with a household income of less than $75,000.
  • However, its target audience is individuals aged 35 to 65 who have children, "have nice homes and have money and space but do not necessarily have time."
  • Although men are more likely to report not having enough time - which implies that Peloton might be targeting them, its social media pages feature more women than men.
  • It focuses on people who are interested in becoming healthier. A lot of its users maintain a healthy lifestyle by eating healthy as well.