Home / Tech / From $915 million in total revenue to 1.4 million members, here are the numbers Peloton is using to try and win investors over

From $915 million in total revenue to 1.4 million members, here are the numbers Peloton is using to try and win investors over

Peloton

  • Peloton, a company that creates digitally connected fitness equipment, is preparing to go public.
  • The company is seeking a valuation of $8 billion, according to its latest S-1 filing with the SEC.
  • Business Insider reviewed a video posted on Retail Roadshow, in which the company advertises its strengths.
  • From the size of its member base to its total revenue, here are the most important numbers from its presentation to investors. 
  • Visit Business Insider’s homepage for more stories.

Peloton is revving up its wooing of investors in the run-up to its IPO.

Founded in 2012, the digital fitness brand builds and sells stationary bicycles and treadmills that connect to the internet. Peloton bills itself as a company that allows its subscribers to experience a boutique fitness class from home.

The company is seeking a valuation of $8 billion, according to its latest S-1 filing with the SEC.

Read more: Fitness brands are taking over their fans’ lives

And it’s trying to hype up investors with a video about its business, which was posted on Retail Roadshow. In the presentation, Peloton executives discuss the numbers that they believe make their boutique fitness company an attractive investment. A Peloton representative did not immediately return Business Insider’s request for further comment on the presentation. 

Here’s a roundup of all the major figures in the presentation. 

SEE ALSO: Peloton plans to raise as much as $1.3 billion in an IPO that would double its valuation to $8 billion

DON’T MISS: Pressures are mounting for boutique fitness companies — and experts say we’re beginning to see casualties

SEE ALSO: Peloton’s pitch, a deadline at D.E. Shaw, and SoftBank’s Deutsche Bank connection

Peloton currently boasts over 1.4 million members around the globe …

Source: Retail Roadshow

… who have collectively completed 85 million workouts …

Source: Retail Roadshow

… and walked, biked, or run 330 million miles between them in fiscal year 2019.

Source: Retail Roadshow

Of those 85 million total workouts, 52 million were completed in 2019, the company said.

Source: Retail Roadshow

And, since the company introduced its “high five” feature in 2018 — allowing members to encourage one another during a workout — 52 million digital high fives have been given out.

Source: Retail Roadshow

Peloton estimated that, in 2019, the lifetime value of its average “connected fitness subscriber” is $3,593 …

Source: Retail Roadshow

… while the net customer acquisition cost is $5.

Source: Retail Roadshow

Peloton users embark on an average of 11.5 workouts per month.

Source: Retail Roadshow

Peloton attracted a subscriber base of 108,000 in 2017. As of June, the company drew in 511,000 subscribers in 2019.

Source: Retail Roadshow

In total, Peloton has sold 500,000 bikes and treadmills, it said.

Source: Retail Roadshow

In the United States, the company estimates that, on average, it’s able to sell at least one bike or treadmill in every state daily.

Source: Retail Roadshow

The company also says it has an edge in terms of digital marketing. When it comes to short-term sales likelihood, the average link scores 55%.

Source: Retail Roadshow

The business isn’t strictly digital, though. Peloton has also opened up 74 showrooms and 26 warehouses.

Source: Retail Roadshow

On average, 6,400 members take each Peloton class, either live or on demand.

Source: Retail Roadshow

The company currently produces over 950 original fitness and wellness programs every month …

Source: Retail Roadshow

… and broadcasts 13 hours of live fitness content on a daily basis.

Source: Retail Roadshow

According to Peloton, its two fastest-growing subscriber bases are people under 35 and individuals making an annual salary of less than $75,000.

Source: Retail Roadshow

Peloton said that its total addressable market, the number of people who might be open to buying its products, consists of 67 million households …

Source: Retail Roadshow

… with 45 million of those households in the US alone.

Source: Retail Roadshow

Peloton said it had a 0.65% churn when it came to its customer base in 2019.

Source: Retail Roadshow

And when it comes to Peloton’s serviceable addressable market, the company said it’s only achieved penetration of 4%.

Source: Retail Roadshow

Peloton said that four out of five of its subscribers were not in the market for home fitness equipment before purchasing a Peloton product.

Source: Retail Roadshow

And, in terms of total revenue, the company has gone from $219 million in 2017 to $435 million in 2018 to $915 million in 2019.

Source: Retail Roadshow