Key stat: Peloton owns half of all at-home fitness market sales, according to a February Earnest Analytics survey.

Beyond the chart:

• 52% of Gen Zers are open to receiving phone or email alerts to exercise, schedule doctor’s appointments, and engage in other healthy activities, more than any other generation, according to a January Collage Group survey.
• Peloton has built a digital community through an organic social strategy—the "Official Peleton Mom Group on Facebook," for example, has over 116,000 members.

Use this chart: Marketers and retailers can use this chart to embrace the interest in digital fitness among younger consumers, and the success of business models that encourage community.

Related EMARKETER reports:

• Health Trends to Watch in 2025 (EMARKETER subscription required)
• Organic Social Strategies That Work (EMARKETER subscription required)

Methodology: Data is from the February 2025 Earnest Analytics report titled "Tracking Fitness Spending and Wellness Device Trends With Credit Card Transaction Data." Data is based on Earnest's Orion transaction data and online Earnest Dash platform, which includes sales records for individual, anonymous credit, and debit card accounts.