SAN ANSELMO, CALIFORNIA – APRIL 06: Cari Gundee rides her Peloton exercise bike at her home on April … [+] 06, 2020 in San Anselmo, California. More people are turning to Peloton due to shelter-in-place orders because of the coronavirus (COVID-19). Peloton stock has continued to rise over recent weeks even as most of the stock market has plummeted. However, Peloton announced today that they will temporarily pause all live classes until the end of April because an employee tested positive for COVID-19. (Photo by Ezra Shaw/Getty Images)
When the pandemic closed gyms across the country, popularity for at-home, connected fitness brands like Peloton, Beachbody, Bowflex and Echelon skyrocketed.
Now, these brands are struggling to regain peak interest from consumers, while newer, up-and-coming companies are capturing the attention of Americans.
I analyzed search interest data over a two year period (from January 1, 2020 to December 31, 2021) using Google Trends. Google Trends ranks “interest over time” on a scale of 100. 100 represents the peak popularity for a term, with a value of 50 meaning the term is half as popular. For this analysis, I found the peak periods when a brand’s search term reached 100.
What the data suggests is that peak search interest for most at-home fitness brands during this period occurred at the end of 2020, beginning of 2021 and at the height of the pandemic (from March to May 2020).