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.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

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.