Digital Fitness Brands 2022

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

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.


  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.

KEY STAT: Direct-to-consumer (D2C) ecommerce sales for Nike, lululemon, and Peloton surged 459% from 2017 to 2022.

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    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

    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
    Interviewed July 6, 2022
    Angelic Vendette
    Alo Yoga
    Vice President, Global Head of Marketing
    Interviewed November 17, 2021

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    Andrew Lipsman


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

    "Behind the Numbers" Podcast