Peloton’s Data Indicates that Members are Taking Longer Workouts

Peloton Chief Financial Officer (CFO) Liz Coddington recently participated in the UBS Global Media and Communications Conference, where she provided new insights into member engagement trends. While discussing engagement levels, Coddington revealed a key shift in how members are using the platform: they are opting for longer workouts.

“We are pleased with our engagement levels,” Coddington said, referencing data shared in Peloton’s Q1 earnings call. “Our engagement, as measured in terms of the average number of workouts per subscriber per month, was pretty stable in Q1, although well above pre-COVID levels.”

However, when Peloton analyzed engagement from a different angle – workout minutes per subscriber per month – they noticed a notable trend. According to Coddington:

“If you look at it that way, we actually saw a modest increase in engagement in Q1, which indicates that our members are taking longer workouts.”

In other words, if the average number of workouts per subscriber remained steady during the quarter, but the total workout minutes per subscriber increased, it indicates that members are opting for longer workout durations.

This subtle yet significant detail could have implications for Peloton’s content strategy. If members are spending more time per session, it may influence the types of classes Peloton produces.

Her full quote was:

“We are pleased with our engagement levels. We mentioned in our Q1 earnings call that our engagement, as measured in terms of average number of workouts per subscriber per month was pretty stable in Q1, although well above pre-covid levels.

We recently looked at our engagements a different way – in terms of the number of workouts minutes per subscriber per month, and we saw that, if you look at it that way, we actually saw a modest increase in engagement in Q1, which indicates that our members are taking longer workouts.”

For example, for the past two months, Peloton has offered one 2 hour class: in November, the 120 minute Global Power Zone Ride; and in October, a 120 minute run on the Tread with Becs Gentry. There will also be a 2-hour long ride in German.

Members also may have noticed a sharp increase in the number of 60 minute workouts offered across modalities as of late: a total of 32 hour long classes are available in the on-demand library for the month of November alone. Peloton also released 37 new 45 minute cycling classes in the month of November.

Interestingly, as recently as August of this year Peloton maintained that longer form workouts were not as popular amongst members. When asked a question about why many artists do not receive longer than a 30 minute class in a series, DJ John Michael argued that Peloton’s data shows that longer classes are not as popular amongst members. Coddington’s recent statements appear to suggest a shift in member behavior over the past few months.

The trend toward longer workouts also contrasts with concerns raised back in 2022 – that have continued here and there over the past couple of years – about the overall decline in long-form classes; particularly 45-minute cycling sessions, which some members felt had become less common. Our editorial highlighted and examined this issue, noting the growing perception that Peloton was shifting away from its classic 45-minute format in favor of shorter sessions.

Now, with evidence pointing to member demand for longer workouts, it raises questions about whether Peloton will expand its roster of extended classes. The recent output in longer form classes suggests a willingness to cater to this evolving preference; however, Peloton’s shifting class trends are rarely permanent.

For members who value longer form workouts, the potential shift toward longer class offerings is likely a very welcome development. It will be interesting to see how these insights influence the platform’s class offerings and engagement metrics in the months to come.

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