Digital Fitness Brands 2022

How Nike, Lululemon, Peloton, and Apple Fuel the Lifestyle Brand Flywheel

Report by Andrew Lipsman  | Aug 4, 2022
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Table of Contents
Executive Summary
Key Points
The Digital Fitness Battle Lines Are Drawn
The State of the Digital Fitness Market
Key Players in the Digital Fitness Market
The Brand-Media-Commerce Flywheel for Lifestyle Brands
The Flywheel Compounds Growth and Expands Margins
Digital Fitness and Disruption of Retail Brands’ Status Quo
Implications of the Digital Fitness Trend for Lifestyle Brands
Insider Intelligence Interviews
Read Next
Sources
Media Gallery
About This Report
As digital fitness goes mainstream, leading brands Nike, lululemon athletica, Peloton, and Apple are trailblazing a path for lifestyle brands toward a more profitable future.
Topics
Brand Marketing
United States
Table of Contents
Executive Summary
Key Points
The Digital Fitness Battle Lines Are Drawn
The State of the Digital Fitness Market
Key Players in the Digital Fitness Market
The Brand-Media-Commerce Flywheel for Lifestyle Brands
The Flywheel Compounds Growth and Expands Margins
Digital Fitness and Disruption of Retail Brands’ Status Quo
Implications of the Digital Fitness Trend for Lifestyle Brands
Insider Intelligence Interviews
Read Next
Sources
Media Gallery

Executive Summary

Four powerhouse brands—Nike, lululemon athletica, Peloton, and Apple—are fueling the next consumer megatrend of digitally-connected health and fitness. Leveraging the flywheel effect of their brand, media, and commerce experiences, these digital fitness leaders are creating a new playbook for lifestyle brands that will transform their profitability.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  1. How big is the digital fitness market and how fast is it growing?
  2. Which retail brands will drive the digital fitness revolution?
  3. How does digital fitness fit into the bigger picture of the convergence of content and commerce?

WHAT’S IN THIS REPORT? An examination of the digital fitness trend and how Nike, lululemon, Peloton, and Apple are activating a new playbook for lifestyle brands to drive growth and profits.

Digital Fitness Brands US D2C Ecommerce Sales, by Company, 2017-2022 (billions)
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KEY STAT: Direct-to-consumer (D2C) ecommerce sales for Nike, lululemon, and Peloton surged 459% from 2017 to 2022.

Here’s what’s in the full report

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13charts

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4expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. Key Points
    3. The Digital Fitness Battle Lines Are Drawn
    4. The State of the Digital Fitness Market
    5. Key Players in the Digital Fitness Market
    1. The Brand-Media-Commerce Flywheel for Lifestyle Brands
    2. The Flywheel Compounds Growth and Expands Margins
    3. Digital Fitness and Disruption of Retail Brands’ Status Quo
    4. Implications of the Digital Fitness Trend for Lifestyle Brands
    5. Insider Intelligence Interviews
    1. Read Next
    2. Sources
    3. Media Gallery

    Charts in This Report

    Digital Fitness Brands US D2C Ecommerce Sales, by Company, 2017-2022 (billions)Locations Where US Adults Are Most Likely to Exercise the Most Often, by Age, Jan 2022 (% of respondents in each group)
    Health and Wellness Smart Device Ownership Among US Adults, by Type, Nov 2021 (% of respondents)Ownership of Smart Fitness/Exercise Equipment Among US Adults, by Brand, Aug 2021 (% of respondents)
    US Wearable Users, by Type, 2019-2025 (millions)US Nike Mobile Unique Visitors, by Mobile App Type, April 2019-April 2022 (millions)
    Reasons Shoppers Worldwide Will Purchase Products Directly from Brands Instead of Buying from Retailers, Nov 2021 (% of respondents)Nike Direct-to-Consumer Sales Worldwide, 2010-2021 (% of total revenues)
    Peloton Connected Fitness Subscriptions* Worldwide, Q2 2019-Q3 2022Which Retail Membership Services Do US Adults* Pay for? (% of respondents, by demographic, April 2022)
    Primary Reasons US Adults Are Using Retail Subscription Services, Sep 2021 (% of respondents)US Fashion Digital Resale Marketplace Sales, 2021-2025 (billions, % change, and % of US retail ecommerce apparel and accessories)
    Expected Fitness Routine Location Split According to US Consumers, June 2022 (% of respondents)

    Interviewed for This Report

    Robert Franklin
    Peloton Interactive
    Senior Vice President, Ecommerce
    Interviewed March 23, 2022
    Dan Frommer
    The New Consumer
    Founder and Editor-in-Chief
    Interviewed July 12, 2022
    Anne Mezzenga
    Omni Talk
    Co-CEO
    Interviewed July 6, 2022
    Angelic Vendette
    Alo Yoga
    Vice President, Global Head of Marketing
    Interviewed November 17, 2021

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    authors

    Andrew Lipsman

    Contributors

    Blake Droesch
    Analyst
    Caroline Fulford
    Senior Researcher
    Jeane Han
    Senior Researcher
    Chris Keating
    Director, Research
    Lisa Phillips
    Principal Analyst, Digital Health
    Yoram Wurmser
    Principal Analyst