Analyst predicts Peloton strength hardware in 2021

Peloton strength workout

As Peloton is still fulfilling orders from 2020, one analyst is predicting another a Peloton strength product in 2021.

No surprise here, given the company’s plans to acquire Precor along with commentary in Sept. that “strength is an important vertical for us to put a flag down on.” We believe that Peloton’s next product is most likely a strength machine (similar to Tonal). Outside of strength, Peloton still needs to lower the entry price for its bike category, which currently starts at $1,895. By the end of 2021, we expect that the company will have a bike available for less than $1,500. This is more difficult than it appears, given Peloton needs to provide equipment that is more durable than conventional home exercise equipment to reduce customer support and warranty claims. The company’s recent acquisition of Precor will give Peloton the manufacturing capability to scale output and launch new products. Peloton is on a mission to grow its ~2m subscriber base by converting the pre-pandemic 175m global traditional gym members into workout-at-home subscribers. Peloton’s current content offerings are working, as evidenced by 90% annual subscriber retention rates, nearly double industry averages.

Loup Ventures

Peloton strength rumors

Peloton’s CEO John Foley has previously said that “Peloton must win strength” in order to win fitness. A new job posting was spotted last year for a VP of Product Marketing for Strength that indicates Peloton’s ambitions go deeper than just exercise classes.

We need to win strength to win fitness. We care deeply about strength.

John Foley

The strength category of connected fitness saw strong investment in 2020 as Tonal raised $110 million from athletes like Stephen Curry and Serena Williams.

Peloton churn

Peloton’s subscriber churn remains under 1%, but a strength product would allow it to expand its target market even more. Peloton’s ultimate financial goal is more monthly subscribers, and new hardware products will be imperative to reach that goal. Peloton currently offers dumbbells as an accessory product, but nothing like what JaxJox offers.


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