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Peloton Digital Transformation:
From Stabilization to Growth
Strategic Roadmap for Digital Excellence
At a Critical Juncture: From Stabilization to Growth
The Situation
Peloton has successfully stabilized the business with positive free cash flow. However, we face stagnant growth and intensifying competition. Our core strengths—a powerful community of 6+ million members and celebrity instructors—remain undisputed, but a profound disconnect exists between our premium brand promise and the member experience, particularly in logistics and support.
The Challenge
Competitors are outpacing us in key technological areas like AI-driven personalization. While we excel at top-of-funnel brand building, we're missing critical opportunities to deepen user personalization, fortify our community moat, and convert social media awareness into commerce.
Current Challenges
📉 Stagnant subscription growth
📊 Organic traffic: -6.7% decline
⚠️ Low BBB Rating
🤖 Behind in AI personalization
😞 Operational disconnect
Our Strengths
✅ Positive Free Cash Flow
👥 6M+ engaged members
🌐 623.3K organic keywords
⭐ Celebrity instructors
💪 Strong brand equity (AS: 72)
Five Recommendations for Renewed Market Leadership
An integrated strategy to drive the next phase of sustainable growth
Evolve from Personalization to Precision with AI
Transition to a dynamic, AI-driven platform that delivers adaptive training programs and hyper-personalized experiences.
Deepen the Community Moat with Advanced Gamification
Implement sophisticated gamification to increase motivation, platform stickiness, and social engagement.
Scale Content via a Creator Platform
Mitigate instructor-related risks and exponentially scale content by developing a platform for vetted fitness creators.
Integrate Holistic Wellness
Evolve beyond fitness by seamlessly integrating mental wellness, nutrition, and recovery content into the core product.
Convert TikTok Awareness into Commerce
Build a direct conversion funnel on TikTok to capitalize on its massive audience and drive subscriptions and apparel sales.
The 2025 Digital Fitness Landscape
Connected fitness market set within a $7 trillion global wellness economy
Three key trends are reshaping the fitness landscape:
🤖 The Rise of AI-Powered Personalization
The market is shifting from content libraries to AI-driven, adaptive experiences. Competitors like Echelon are already deploying AI to create personalized training regimens, a domain where Peloton currently lags.
🏠 The Hybrid Fitness Model is the New Standard
Consumers now blend at-home, in-gym, and outdoor workouts. This validates our at-home model but introduces new competition from gym-based ecosystems like Equinox+ offering integrated digital platforms.
💚 Holistic Wellness Integration
The definition of "fitness" has expanded. 93% of people are motivated by better mental health, making apps like Calm and MyFitnessPal our new competitors.
The Three Pillars of Modern Wellness
Physical Fitness
Mental Well-being
Nutrition
Evolving Motivations and Demographics
Two further trends reshaping how consumers engage with fitness brands
🎮 Gamification as a Core Engagement Engine
Applying game-design elements like points, badges, and leaderboards is a proven strategy for driving motivation and retention. Peloton's current system is basic, leaving a significant opportunity to build a more compelling and "sticky" experience.
👥 New Consumer Values
Gen Z and Millennials now make up 80% of all gym-goers, bringing new expectations:
- Digital natives who seek purpose-driven community experiences
- Trust authentic creators over brand advertising
- Strength training has become the dominant and fastest-growing fitness trend
Fitness Trend Rankings 2024
The Evolved Consumer: Understanding the 2025 Shopper
New expectations and behaviors driving purchase decisions
Command Central
vs Mobile Web
Influences Fashion
Engagement Growth
Key Consumer Insights:
- Mobile is Command Central: In-app conversion rates are 3x higher than mobile web
- Pre-Purchase Journey is Digital: 68% research on mobile before any purchase
- Video Content is King: Engagement has soared by 145% YoY
- New Service Expectations: Same-day delivery, AR try-on, and personalization are baseline, not perks
Primary Personas: The Core of Our Business
Two core segments represent 60% of our current customer base
Accomplished Alex
The Competitive Achiever
35% of user base
Age
42 years
Income
$150K+
Location
Urban/Suburban
Workouts/Week
5-7
Motivations & Behaviors
- Obsessed with metrics, PRs, and leaderboard rankings
- Early adopter of fitness technology
- Shares achievements on LinkedIn and Strava
- Values efficiency and time optimization
- Willing to pay premium for performance gains
Platform Usage
Critical Pain Points:
• Analytics dashboard lacks depth (wants Strava-level data)
• No advanced training plans or periodization
• Can't export workout data to other platforms
• Delivery delays contradict premium promise
Holistic Hannah
The Wellness Seeker
25% of user base
Age
34 years
Income
$75-120K
Location
Urban
Workouts/Week
4-5
Motivations & Behaviors
- Seeks mental health benefits as much as physical
- Deep parasocial relationships with instructors
- Values variety and exploration in workouts
- Active in Peloton Facebook groups
- Interested in nutrition and recovery
Platform Usage
Critical Pain Points:
• Poor class filtering (can't find "mood-based" workouts)
• No integration with nutrition or sleep apps
• Limited mental wellness content vs. competitors
• Wants holistic programs, not just workouts
Profiling the Peloton Member: The Growth Segments
Two high-growth segments represent 40% of our base and our future
Comeback Chris
The Community-Motivated
20% of user base
Age
52 years
Income
$80-150K
Location
Suburban
Workouts/Week
3-4
Motivations & Behaviors
- Returning to fitness after health scare or life change
- Lives for instructor shout-outs and milestones
- Active in local Peloton meetup groups
- Values encouragement over performance
- Loyal once engaged but needs support
Platform Usage
Community Engagement
847
High Fives Given
12
Peloton Friends
100%
Milestone Celebration
Critical Pain Points:
• Intimidated by technology and platform complexity
• Relies on Reddit/Facebook for help (not official support)
• Struggles to find appropriate difficulty levels
• Needs more beginner-friendly onboarding
Aspirational Amanda
The App-First Adapter
20% of user base (fastest growing)
Age
28 years
Income
$45-70K
Location
Urban Renter
Workouts/Week
3-5
Motivations & Behaviors
- Budget-conscious but values fitness
- Discovered Peloton through TikTok/Instagram
- Uses app at apartment gym or outdoors
- Aspires to own bike/tread "someday"
- Highly influenced by social media trends
Platform Usage
App Usage Patterns
App Only
No Hardware
$12.99
Monthly Spend
68%
Mobile Usage
Critical Pain Points:
• Second-class citizen experience vs. hardware owners
• Missing key features (no leaderboard access)
• Highly price sensitive - easy churn to competitors
• Poor casting experience to TV
Digital Performance Analysis: A Mixed Picture
Strong domain authority overshadowed by declining organic performance
Key SEO Metrics (June 2025)
(Strong)
-6.7% YoY
-0.66% decline
Domain Overview
Organic Search Performance
🚨 Critical Insights
- Paid Search Decline: -38% in paid traffic indicates reduced marketing investment or efficiency
- Backlink Erosion: 608.5K backlinks from only 33.4K domains shows concentration risk
- Traffic Value Gap: $1.8M monthly traffic value suggests untapped monetization potential
- Competitor Pressure: 162.9K competitors fighting for same keywords
The Customer Journey: A Tale of Two Experiences
Our customer journey is one of extreme highs and lows, where brilliant marketing is often undermined by operational friction.
Journey Stage Details
✅ What's Working
- Powerful word-of-mouth from members
- Aspirational instructor content
- Risk-reducing 30-day home trial
- First class delivers on promise
❌ Where We Fail
- Confusion over accessory bundles
- Last-minute delivery cancellations
- Multiple rescheduling events
- Damaged equipment on arrival
Key Insight: The first class is where the magic happens, fulfilling the promise with a compelling mix of content, music, and community that immediately hooks the user.
The Chasm Between Promise and Reality
The latter half of the journey reveals deep-seated issues that damage long-term sentiment and retention
😤 Deep Engagement Friction
As members become power users, new frustrations emerge:
- Clunky bookmarking system
- Poor content filtering
- Inconsistent features (iOS vs Apple TV)
- Missing basic functionality
😡 Support Failures
This is a critical failure point:
- Long hold times
- Unhelpful support agents
- Members feel dismissed
- Drives extremely low BBB rating
The Advocacy Paradox
Despite operational failures, the core product is so compelling it creates passionate advocates. However, every advocate created by a great class is at risk of being neutralized by a friend's negative delivery or support story.
Conclusion: This operational disconnect is the single greatest threat to our brand equity.
"No amount of marketing can compensate for a broken backend."
The Social Arena: An Unconventional, Dominant Strategy
Peloton's social strategy is unique and powerful. We have successfully elevated our instructors to celebrity status.
Our Model: Instructor-Led Social Dominance
Combined Following
Brand Account
Competitor Snapshot:
| Competitor | Strategy Focus | Key Weakness | Our Advantage |
|---|---|---|---|
| Echelon | Competes on price and AI technology | Lacks our community bond | Deep emotional connection |
| NordicTrack (iFit) | Scenic global workouts | More corporate, less personal | Celebrity instructor culture |
They are our primary brand ambassadors, creating an authentic, community-driven marketing engine that competitors cannot easily replicate.
Niche Competitors and a Core Strategic Risk
While we lead, niche players are carving out strong positions, and our model carries inherent risk
Competitor Snapshot (continued):
Tonal
- Focuses on the strength niche
- Uses elite athletes like LeBron James
- Message about performance, not party
Hydrow
- Building tight-knit rowing community
- Emphasis on authenticity
- Short-form video for TikTok
⚠️ Our Core Vulnerability ⚠️
Our reliance on a few key instructors is a strategic risk.
- The departure of a top instructor, who has built a lucrative personal brand on our platform, could lead to a significant exodus of member loyalty
- This necessitates a strategy to diversify our content sources and build platform-level community features that are not solely dependent on a few personalities
The Disconnect: What We Say vs. What They Experience
A dual analysis of customer reviews and our owned content reveals a profound contradiction
The Voice of the Customer
😊 The Positive
The core workout experience is described as "transformative" and "addictive." Users praise the convenience, motivational content, and community.
😞 The Negative
The operational experience is a disaster. The BBB is filled with complaints about delivery, logistics, and poor customer service that makes customers feel dismissed.
Our Owned Content
"The Output" Blog
Our blog is a masterclass in SEO and content marketing, generating millions in organic traffic. It effectively tells a brand story of support, motivation, and seamless empowerment.
The Strategic Problem: This inspirational story is immediately shattered by frustrating operational reality
This erodes trust and neutralizes our most powerful marketing tool: positive word-of-mouth
Recommendation 1: Evolve from Personalization to Precision with AI
AI-Powered Precision Platform
Justification: The market is rapidly shifting to AI-driven, hyper-personalized experiences. Competitors like Echelon are leading while our users are frustrated with basic filtering and recommendations.
Actionable Steps:
Adaptive Training Engine
Real-time workout adjustments based on performance data
"Smart Coach" Feature
Peloton Guide for real-time form feedback
Content Discovery
Natural language search: "yoga for anxiety"
Recommendation 2: Deepen the Community Moat with Gamification
Advanced Gamification System
Justification: Gamification is a proven driver of engagement and retention. Our current system is basic compared to what's possible. A sophisticated gamified layer would increase platform "stickiness."
Implementation Features:
Tiered Achievement System
Beyond binary PRs - "Top 5% in this class" recognition
Team vs. Team Challenges
Foster group competition and accountability
Points & Rewards System
Earn points for apparel discounts and exclusive content
Recommendation 3: Launch the Peloton Creator Platform
Creator Ecosystem Development
Justification: Our reliance on celebrity instructors is a business risk. The $250B creator economy shows consumers trust authentic creators. A platform approach mitigates risk and scales content exponentially.
Program Components:
- Creator Certification: For fitness professionals
- Revenue Sharing: Incentivize quality content
- Production Toolkit: Templates and support
- Niche Content: Pre-natal, marathon training, etc.
Expected Benefits:
- Reduced business risk
- 10x content library growth
- Deeper niche penetration
- New revenue streams
Recommendation 4: Integrate Holistic Wellness
Complete Wellness Platform
Justification: Consumers demand integrated wellness solutions. Current offerings feel ancillary, forcing users to supplement with other apps. Deep integration increases value and competitive position.
Strategic Initiatives:
MyFitnessPal, Oura
Mind & Body Resets
AI-powered suggestions
Remember: 93% of people are motivated by mental health benefits - this is no longer optional, it's essential
Recommendation 5: Convert TikTok Awareness into Commerce
TikTok Commerce Strategy
Justification: Our TikTok partnership drives awareness but lacks conversion. Nearly half of TikTok users purchase based on content. We must capitalize on "Aspirational Amanda" persona.
2024
TikTok Content
Shop Revenue
Action Plan:
🛍️ TikTok Shop Activation
Shoppable apparel videos with instant checkout
📱 TikTok-First Content
5-10 min exclusive workouts as lead magnets
#️⃣ Viral Challenges
#PelotonFiveMinuteFlow for user-generated content
🤝 Creator Partnerships
Native creators with authentic reviews + discount codes
Supporting Initiatives & Roadmap
Key Supporting Initiatives
Fix delivery & support
CDP implementation
Localized content
Implementation Timeline
Months 1-6
Foundation
Quick wins + Fix basics
Months 7-12
Acceleration
Platform features + Scale
Months 13-24
Transformation
Market leadership
Success requires cross-functional collaboration, executive sponsorship, and unwavering focus on member experience
From Insight to Action: 24-Month Transformation
Phase 1: Foundation
Months 1-6
- Mobile app fixes
- Email automation
- Social commerce pilot
- SEO content strategy
Impact: $50-100M
Phase 2: Acceleration
Months 7-12
- AI personalization MVP
- AR try-on pilot
- Mobile commerce scale
- CDP foundation
Impact: $200-400M
Phase 3: Transformation
Months 13-24
- AI platform scale
- AR/VR full rollout
- Innovation lab
- Global excellence
Impact: $500M-1B
24-Month Transformation Summary
Total Investment
$7.5-20M
Expected Return
$750M-1.5B
Average ROI
250-350%
"In the race for digital supremacy, the spoils go not to the perfect, but to the swift.
Peloton's future depends on digital excellence - and that future starts today."
References (1 of 3)
American College of Sports Medicine. (2023). 'Worldwide Survey of Fitness Trends for 2024', ACSM's Health & Fitness Journal, 27(1), pp. 11-22. Available at: https://journals.lww.com/acsm-healthfitness/fulltext/2023/01000/worldwide_survey_of_fitness_trends_for_2024.6.aspx (Accessed: 25 June 2025).
American College of Sports Medicine. (2024). ACSM's Top Fitness Trends for 2025. Available at: https://www.acsm.org/education-resources/trending-topics-resources/acsm-fitness-trends (Accessed: 25 June 2025).
Better Business Bureau. (2025). Peloton Interactive, Inc. | Customer Reviews. Available at: https://www.bbb.org/us/ny/new-york/profile/exercise-equipment/peloton-interactive-inc-0121-155492/customer-reviews (Accessed: 25 June 2025).
Business Insider. (2022). 'Meet the typical Peloton user, a 36-year-old with a household income of $150,000'. Available at: https://www.businessinsider.com/peloton-user-demographics-age-income-2022-2 (Accessed: 25 June 2025).
CB Insights. (2024). State Of Wellness Tech 2024 Report. Available at: https://www.cbinsights.com/research/report/wellness-trends-2024/ (Accessed: 25 June 2025).
Deloitte. (2024). 2024 Global Life Sciences Outlook. Available at: https://www2.deloitte.com/us/en/insights/industry/life-sciences/life-sciences-industry-outlook.html (Accessed: 25 June 2025).
Deterding, S., et al. (2011). 'From game design elements to gamefulness: defining "gamification"', Proceedings of the 15th International Academic MindTrek Conference: Envisioning Future Media Environments, pp. 9-15. Available at: https://dl.acm.org/doi/10.1145/2181037.2181040 (Accessed: 25 June 2025).
Echelon. (2024). Echelon Fitness Unveils Echelon Intelligence at CES 2024. Available at: https://echelonfit.com/blogs/news/echelon-fitness-unveils-echelon-intelligence-at-ces-2024 (Accessed: 25 June 2025).
Forbes. (2023). 'Peloton's Next Chapter: Can It Become A Holistic Health Platform?'. Available at: https://www.forbes.com/sites/bryanpearson/2023/09/28/pelotons-next-chapter-can-it-become-a-holistic-health-platform/ (Accessed: 25 June 2025).
Global Wellness Institute. (2023). The Global Wellness Economy: Country Rankings. Available at: https://globalwellnessinstitute.org/industry-research/2023-global-wellness-economy-monitor/ (Accessed: 25 June 2025).
Goldman Sachs. (2023). The Creator Economy. Available at: https://www.goldmansachs.com/intelligence/pages/the-creator-economy-could-approach-half-a-trillion-dollars-by-2027.html (Accessed: 25 June 2025).
Griffith, E. (2023). 'Peloton's New C.E.O. Is on a Mission to Turn Around the Company', The New York Times, 15 May. Available at: https://www.nytimes.com/2023/05/15/business/barry-mccarthy-peloton.html (Accessed: 25 June 2025).
References (2 of 3)
Jackson, K. (2023). 'The Price of Being a Peloton Star', The Wall Street Journal, 8 November. Available at: https://www.wsj.com/style/fashion/peloton-instructors-cody-rigsby-ally-love-robin-arzon-salary-fame-8e55e094 (Accessed: 25 June 2025).
Les Mills. (2022). The Gen Z Fitness Report: Cracking the Code. Available at: https://www.lesmills.com/uk/gen-z-fitness-report/ (Accessed: 25 June 2025).
McKinsey & Company. (2024). The future of wellness: What consumers want. Available at: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/the-future-of-wellness-what-consumers-want (Accessed: 25 June 2025).
Mindbody. (2023). 2023 Mindbody Fitness Report. Available at: https://www.mindbodyonline.com/business/education/research-reports/2023-mindbody-fitness-report (Accessed: 25 June 2025).
Mordor Intelligence. (2024). Connected Gym Equipment Market Size & Share Analysis. Available at: https://www.mordorintelligence.com/industry-reports/connected-gym-equipment-market (Accessed: 25 June 2025).
Peloton Interactive, Inc. (2024). Form 10-K for the fiscal year ended June 30, 2023. United States Securities and Exchange Commission. Available at: https://www.sec.gov/ix?doc=/Archives/edgar/data/1639825/000163982523000073/pton-20230630.htm (Accessed: 25 June 2025).
Peloton Interactive, Inc. (2024). Q3 2024 Shareholder Letter. Peloton Investor Relations. Available at: https://investor.onepeloton.com/static-files/c5737191-419b-4395-881c-829d59648eda (Accessed: 25 June 2025).
Peloton News. (2023). New Peloton Study Finds People Prioritize Mental Health Over Physical When It Comes to Exercise. Available at: https://www.onepeloton.com/press/articles/mental-health-awareness-month-2023 (Accessed: 25 June 2025).
Peloton Subreddit (r/pelotoncycle). (2023-2025). Various threads on feature requests and user experience frustrations. Available at: https://www.reddit.com/r/pelotoncycle/ (Accessed: 25 June 2025).
RunRepeat. (2024). Fitness Trends 2024. Available at: https://runrepeat.com/fitness-trends (Accessed: 25 June 2025).
SEMrush. (2025). Peloton Domain Overview and Organic Research. Available at: https://www.semrush.com (Accessed: 25 June 2025).
Sherman, A. (2024). 'Peloton shares fall as company projects wider-than-expected loss, decline in subscribers', CNBC, 23 August. Available at: https://www.cnbc.com/2023/08/23/peloton-pton-q4-2023-earnings.html (Accessed: 25 June 2025).
Similarweb. (2025). onepeloton.com audience demographics. Available at: https://www.similarweb.com/website/onepeloton.com/ (Accessed: 25 June 2025).
Technavio. (2024). Connected Gym Equipment Market by End-user and Geography - Forecast and Analysis 2025-2029. Available at: https://www.technavio.com/report/connected-gym-equipment-market-industry-analysis (Accessed: 25 June 2025).
References (3 of 3)
The Verge. (2023). 'Peloton's new app tiers are a confusing mess'. Available at: https://www.theverge.com/2023/5/23/23734005/peloton-app-one-plus-free-relaunch (Accessed: 25 June 2025).
Thomas, L. (2023). 'Lululemon to take on Peloton with new fitness content subscription', Reuters, 28 September. Available at: https://www.reuters.com/business/retail-consumer/lululemon-signs-five-year-partnership-deal-with-peloton-2023-09-27/ (Accessed: 25 June 2025).
TikTok. (2025). #peloton hashtag analysis. Available at: https://www.tiktok.com/tag/peloton (Accessed: 25 June 2025).
Wired. (2021). 'Why the Peloton Is Such a Hit'. Available at: https://www.wired.com/story/why-the-peloton-is-such-a-hit/ (Accessed: 25 June 2025).
World Health Organization. (2022). World mental health report: transforming mental health for all. Available at: https://www.who.int/publications/i/item/9789240049338 (Accessed: 25 June 2025).
Thank you
Let's Build the Future of Fitness Together
Recommendation 3: Launch the Peloton Creator Platform
Creator Ecosystem Development
Justification: Our reliance on celebrity instructors is a business risk. The $250B creator economy shows consumers trust authentic creators. A platform approach mitigates risk and scales content exponentially.
Expected Benefits:
- Reduced business risk
- 10x content library growth
- Deeper niche penetration
- New revenue streams
Recommendation 4: Integrate Holistic Wellness
Complete Wellness Platform
Justification: Consumers demand integrated wellness solutions. Current offerings feel ancillary, forcing users to supplement with other apps. Deep integration increases value and competitive position.
Strategic Initiatives:
MyFitnessPal, Oura
Mind & Body Resets
AI-powered suggestions
Remember: 93% of people are motivated by mental health benefits - this is no longer optional, it's essential
Recommendation 5: Convert TikTok Awareness into Commerce
TikTok Commerce Strategy
Justification: Our TikTok partnership drives awareness but lacks conversion. Nearly half of TikTok users purchase based on content. We must capitalize on "Aspirational Amanda" persona.
2024
TikTok Content
Shop Revenue
Action Plan:
🛍️ TikTok Shop Activation
Shoppable apparel videos with instant checkout
📱 TikTok-First Content
5-10 min exclusive workouts as lead magnets
#️⃣ Viral Challenges
#PelotonFiveMinuteFlow for user-generated content
🤝 Creator Partnerships
Native creators with authentic reviews + discount codes
From Insight to Action: 18-Month Transformation
Phase 1: Quick Wins
Months 1-6
- TikTok Shop launch
- Basic gamification
- Wellness partnerships
- Content filtering fixes
Investment: $1-2M
Phase 2: Platform Build
Months 7-12
- Creator platform MVP
- AI personalization pilot
- Advanced gamification
- Wellness integration
Investment: $5-8M
Phase 3: Scale & Lead
Months 13-18
- Full AI rollout
- Creator ecosystem scale
- Global expansion
- Innovation leadership
Investment: $5-10M
Expected Outcomes by Year 2
Engagement
+40-60%
Retention
+25-35%
NPS Score
+30-40
Total Investment: $11-20M | Expected Revenue Impact: $500M-1B
Measuring Success: KPIs That Matter
Primary Success Metrics
Target: 60%+
Target: <5%
Target: 70+
Target: +50%
Innovation Metrics
Platform Health
- Creator content hours added monthly
- AI recommendation accuracy
- Cross-platform usage %
- Community interaction rate
Business Impact
- Subscription growth rate
- Revenue per user
- Social commerce conversion
- Operational satisfaction scores
High Quality Harvard Referencing (1 of 3)
American College of Sports Medicine. (2023). 'Worldwide Survey of Fitness Trends for 2024', ACSM's Health & Fitness Journal, 27(1), pp. 11-22. Available at: https://journals.lww.com/acsm-healthfitness/fulltext/2023/01000/worldwide_survey_of_fitness_trends_for_2024.6.aspx (Accessed: 25 June 2025).
American College of Sports Medicine. (2024). ACSM's Top Fitness Trends for 2025. Available at: https://www.acsm.org/education-resources/trending-topics-resources/acsm-fitness-trends (Accessed: 25 June 2025).
Better Business Bureau. (2025). Peloton Interactive, Inc. | Customer Reviews. Available at: https://www.bbb.org/us/ny/new-york/profile/exercise-equipment/peloton-interactive-inc-0121-155492/customer-reviews (Accessed: 25 June 2025).
Business Insider. (2022). 'Meet the typical Peloton user, a 36-year-old with a household income of $150,000'. Available at: https://www.businessinsider.com/peloton-user-demographics-age-income-2022-2 (Accessed: 25 June 2025).
CB Insights. (2024). State Of Wellness Tech 2024 Report. Available at: https://www.cbinsights.com/research/report/wellness-trends-2024/ (Accessed: 25 June 2025).
Deloitte. (2024). 2024 Global Life Sciences Outlook. Available at: https://www2.deloitte.com/us/en/insights/industry/life-sciences/life-sciences-industry-outlook.html (Accessed: 25 June 2025).
Deterding, S., et al. (2011). 'From game design elements to gamefulness: defining "gamification"', Proceedings of the 15th International Academic MindTrek Conference: Envisioning Future Media Environments, pp. 9-15. Available at: https://dl.acm.org/doi/10.1145/2181037.2181040 (Accessed: 25 June 2025).
Echelon. (2024). Echelon Fitness Unveils Echelon Intelligence at CES 2024. Available at: https://echelonfit.com/blogs/news/echelon-fitness-unveils-echelon-intelligence-at-ces-2024 (Accessed: 25 June 2025).
Forbes. (2023). 'Peloton's Next Chapter: Can It Become A Holistic Health Platform?'. Available at: https://www.forbes.com/sites/bryanpearson/2023/09/28/pelotons-next-chapter-can-it-become-a-holistic-health-platform/ (Accessed: 25 June 2025).
Global Wellness Institute. (2023). The Global Wellness Economy: Country Rankings. Available at: https://globalwellnessinstitute.org/industry-research/2023-global-wellness-economy-monitor/ (Accessed: 25 June 2025).
Goldman Sachs. (2023). The Creator Economy. Available at: https://www.goldmansachs.com/intelligence/pages/the-creator-economy-could-approach-half-a-trillion-dollars-by-2027.html (Accessed: 25 June 2025).
Griffith, E. (2023). 'Peloton's New C.E.O. Is on a Mission to Turn Around the Company', The New York Times, 15 May. Available at: https://www.nytimes.com/2023/05/15/business/barry-mccarthy-peloton.html (Accessed: 25 June 2025).
High Quality Harvard Referencing (2 of 3)
Jackson, K. (2023). 'The Price of Being a Peloton Star', The Wall Street Journal, 8 November. Available at: https://www.wsj.com/style/fashion/peloton-instructors-cody-rigsby-ally-love-robin-arzon-salary-fame-8e55e094 (Accessed: 25 June 2025).
Les Mills. (2022). The Gen Z Fitness Report: Cracking the Code. Available at: https://www.lesmills.com/uk/gen-z-fitness-report/ (Accessed: 25 June 2025).
McKinsey & Company. (2024). The future of wellness: What consumers want. Available at: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/the-future-of-wellness-what-consumers-want (Accessed: 25 June 2025).
Mindbody. (2023). 2023 Mindbody Fitness Report. Available at: https://www.mindbodyonline.com/business/education/research-reports/2023-mindbody-fitness-report (Accessed: 25 June 2025).
Mordor Intelligence. (2024). Connected Gym Equipment Market Size & Share Analysis. Available at: https://www.mordorintelligence.com/industry-reports/connected-gym-equipment-market (Accessed: 25 June 2025).
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