Rascasse Audience Intelligence

Peloton Target Market in United States

A data profile of the people who buy, follow and care about Peloton in United States — modelled from more than twelve digital signal sources. Peloton has an estimated audience of 4,361,466 people in United States.

#768among Brand in United States#643in Sports

The average Peloton fan in United States is 35.7 years old, more female, and lives primarily in California.

The audience is concentrated in California, New York, Texas.

Top brand affinities include LA Fitness, Planet Fitness, 24 Hour Fitness, with strongest over-indexing on LA Fitness (9.53× the country average).

Demographically, the Peloton audience skews more female with an average age of 35.7, and over-indexes on personality traits such as Sports Activity, Luxury Orientation.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical Peloton fan in United States is more female, around 35.7 years old, with strong Sports Activity tendencies and a notable affinity for LA Fitness.

Category: Sports · Type: Brand

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Peloton profile in United States.

Audience size
4.4M
in United States
Gender
59.5%♀
40.5% male
Age
35.7
average years
Country rank
#7473
Brand in United States
Fig. 01

Search interest · 12-month trend

-4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Peloton

59.5% are female, 40.5% are male, average age 35.7.

Fig. 02

Gender split

59.5%
Female
40.5%
Male
Demographic split for Peloton audience in United States
MetricValue
Female59.5%
Male40.5%
Average age35.7
Estimated audience size4,361,466
Fig. 03

Age distribution

Ø 35.7
average years
Age distribution of the Peloton audience in United States
Age bracketShare%
16-1927%
20-2922%
30-3920%
40-4918%
50+13%
Fig. 04

Worldwide distribution

60.5%

of the worldwide Peloton audience comes from United States.

Worldwide audience distribution share by country for Peloton
CountryShare
United States60.5%
United Kingdom8.8%
Canada5.4%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Peloton audience in United States is strongest.

Fig. 05

Top regions by affinity

Peloton customers by region in United States
#RegionReachAffinity×
01Massachusetts~100K1.61×
02Vermont~10K1.53×
03Connecticut~60K1.48×
04Washington, District of Columbia~20K1.48×
05New Hampshire~20K1.42×
06Colorado~90K1.39×
07New York~300K1.33×
08New Jersey~100K1.32×
09Maine~20K1.29×
10Washington~100K1.26×
11Rhode Island~20K1.26×
12Maryland~80K1.21×
13Pennsylvania~200K1.17×
14Oregon~50K1.15×
15Virginia~100K1.14×
16California~500K1.12×
17Montana~10K1.12×
18Minnesota~60K1.11×
19Illinois~100K1.07×
20North Carolina~100K0.99×
21Michigan~100K0.99×
22Wisconsin~60K0.99×
23Alaska~8K0.98×
24Utah~30K0.95×
25Idaho~20K0.95×
26North Dakota~7K0.92×
27Ohio~100K0.91×
28Georgia~100K0.91×
29Iowa~30K0.90×
30South Dakota~8K0.89×
31Delaware~10K0.88×
32Florida~200K0.86×
33South Carolina~50K0.86×
34Nebraska~20K0.86×
35Texas~300K0.85×
36Tennessee~70K0.84×
37Hawaii~10K0.83×
38Arizona~70K0.82×
39Indiana~60K0.79×
40Nevada~30K0.79×
41Missouri~50K0.77×
42New Mexico~20K0.77×
43Kentucky~40K0.76×
44Kansas~20K0.74×
45West Virginia~10K0.73×
46Alabama~40K0.69×
47Oklahoma~30K0.68×
48Arkansas~20K0.66×
49Louisiana~30K0.60×
50Mississippi~20K0.53×
Fig. 06

Affinity by region

Affinity by region — Peloton, United States
0.53×1.00×1.61×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Peloton audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Peloton audience
#·InterestCategoryAffinity×
01LA FitnessSports9.53×
02Middle-distance runningSports8.31×
03Obstacle racingCars & Mobility8.00×
04Natural bodybuildingSports7.25×
05FlywheelHome & Garden7.20×
06Crossfit TrainingSports6.85×
0724 Hour FitnessSports6.71×
08Venice, Los AngelesPOI5.67×
09Female bodybuildingSports5.52×
10Bodybuilding & FitnessSports4.67×
11Men's FitnessSports4.64×
12FableticsFashion & Accessoires4.36×
13Sprint (running)Sports4.09×
14Planet FitnessSports3.62×
15Muscle & FitnessSports3.50×
16Road runningSports3.50×
17Macy'sShopping2.83×
18Healthy habitsHealth2.80×
19Strength trainingSports2.58×
20NikeFashion & Accessoires2.53×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Peloton audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Peloton audience · What stands out
TraitClusterDeviationScore
Sports ActivityPOWER2.68×
Luxury OrientationPREMIUM1.82×
Design AffinityPREMIUM1.76×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Peloton audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.70×
Need for SecurityCONSERVATISM0.74×
SpiritualityBALANCE0.84×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Peloton's target market in United States?

Peloton's target market in United States covers an estimated 4,361,466 people, concentrated in California and New York.

02

What is the gender split and age of Peloton customers?

59.5% of the Peloton audience are female, 40.5% are male, with an average age of 35.7 years.

03

Which brands do Peloton fans like most?

Peloton fans show strongest brand affinity for LA Fitness (9.53×), Planet Fitness (3.62×), and 24 Hour Fitness (6.71×) over the country average.

04

Where do Peloton fans live in United States?

Peloton fans in United States are most concentrated in California (reach ~500K), New York (reach ~300K), and Texas (reach ~300K). These three regions account for the largest share of the active audience.

05

What other brands do Peloton fans also like?

Beyond Peloton itself, the audience over-indexes on Planet Fitness (3.62×), 24 Hour Fitness (6.71×), Natural bodybuilding (7.25×), and Men's Fitness (4.64×) compared to the United States average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Sports audiences in United States

See Peloton audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Peloton. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across United States. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.

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