Bowflex buyers were much more likely than active panelists to have a Peloton receipt
Share with at least one Peloton receipt among Bowflex buyers and the active e-receipt panel, 2021–2026
Share with Peloton receipt
Source: YipitData U.S. e-receipt panel. Bowflex buyers n=5,029; Bowflex and Peloton overlap n=547. Bowflex included validated direct and Amazon product receipts.
Chart data
| Series | Share with Peloton receipt |
|---|---|
| Bowflex buyers | 10.9% |
| Active panel | 0.86% |
How did Peloton compare with other tracked fitness platforms?
Among Bowflex buyers with any of the four tracked fitness-platform receipts, 73% had a Peloton receipt. The other platform rates among Bowflex buyers were 2.5% for iFIT, 2.0% for NordicTrack, and 0.95% for Tonal, compared with 10.9% for Peloton.
Did Peloton usually appear before or after Bowflex?
Among the 547 overlap users, about 46% had a Peloton receipt first, by roughly 17 months, while about 52% had a Bowflex receipt first and added Peloton roughly 13 months later. First observed receipts approximate relationship order and may occur after the true start.
Does the overlap show that Peloton displaced JRNY?
No. JRNY membership overlap was not measured separately, and app-store-billed memberships can be missed under the brand name. The sequence shows that Peloton and Bowflex appeared in the same observed customer wallets in either order, but it does not identify product usage, substitution, or why the customer added either brand.
Assumptions & Methodologies
We identified 5,029 U.S. e-receipt panelists with a validated Bowflex or Nautilus direct receipt or an Amazon receipt naming Bowflex or SelectTech from 2021–2026. Competitor receipts covered Peloton, iFIT, NordicTrack, and Tonal. Overlap means at least one receipt for both brands; sequence uses first observed receipt dates. App-store memberships and purchases outside the connected inbox can be missed, the panel skews slightly male and upper-middle income, and first receipts can postdate the real relationship. Results describe cross-shopping and timing, not usage, causality, or JRNY displacement.