Peloton had a record-breaking 2020 as people rushed to purchase at-home fitness products when gyms were closed due to COVID-19. The Peloton brand has risen in mind-share as well as market share as a result. The Brand Relevance Index for 2021 is now available with Peloton coming in second only behind Apple.
At the beginning of 2020, Peloton was 35th on the list, so it’s risen 33 spots.
When gym and studio closures deprived exercisers of their fitness fix, they knew they needed the mental-health benefits of sweat more than ever. Peloton, which earns the highest score for “connects with me emotionally,” saved them, nearly doubling sales of its exercise bikes and treadmills. But more importantly, it connected them to others, both through its online communities and its constantly expanding variety of workouts available live and prerecorded. These gems are powering triple-digit membership gains and impressively low dropout rates.
Apple tops the list for the sixth year in a row. KitchenAid, The Mayo Clinic, Lego, Costco, Honda, Johns Hopkins, PlayStation, and Amazon round out the top 10.
For Peloton’s long-term health, having its brand be synonymous with at-home connected fitness is an incredibly beneficial thing. If people associate Peloton with fitness, they’ll look to them first before considering other brands. Just as people think of iPad for tablets or iPhone for smartphones, people are beginning to think of Peloton when they want a bike or treadmill for their house. With the rumors of the upcoming Peloton Rower, that is a good place to be.