Garmin's audience is outdoor and marine, not just wellness
Category penetration index for Garmin buyers versus Oura, Whoop, and Peloton buyers
Category penetration index versus wellness peers
Source: YipitData US card panel. Trailing 12 months, July 2025-July 2026. Index 100 represents parity with the Oura, Whoop, and Peloton buyer comparison group. Analysis conducted July 20, 2026.
Chart data
| Series | Category penetration index versus wellness peers |
|---|---|
| Marinas & marine supplies | 548 |
| Trailer parks & campgrounds | 334 |
| Motorcycle dealers | 322 |
Where do Garmin buyers over-index most?
From July 2025 to July 2026, Garmin buyers indexed at 548, or 5.5x, on marinas and marine supplies versus buyers of Oura, Whoop, and Peloton.
Which other outdoor categories distinguish Garmin buyers?
Garmin buyers indexed at 334, or 3.3x, on trailer parks and campgrounds and 322, or 3.2x, on motorcycle dealers versus the wellness-focused peer group.
What does the spending pattern mean for Garmin?
The measured categories distinguish Garmin buyers as an outdoor, marine, powersports, and road-travel audience in addition to a wellness audience. Garmin can use that pattern to evaluate acquisition and partnerships around marinas, campgrounds, powersports dealers, and outdoor retail.