Peloton: GLP-1 Users and More Treadmills Could Be Keys to Growth

Peter Stern has a plan to grow Peloton’s customer base, and two groups are central to it: people using GLP-1 weight-loss drugs and buyers who want a treadmill. According to a new report from Bloomberg, the CEO is making both a priority as he works to expand who Peloton serves.

Why the Fitness Industry Is Chasing GLP-1 Users

Peloton is not the first fitness company to see opportunity in the GLP-1 wave. Equinox has built exercise programs specifically for people on the medications, and Life Time has launched clinics pairing personal training with access to doctors who can prescribe GLP-1s. CNN The market logic is hard to ignore: one industry report projects the gym and fitness club market could grow 20 percent as GLP-1 use increases, adding $6.8 billion in potential revenue. Reach3insights

The opportunity is rooted in a real physiological problem. Research shows that 20 to 50 percent of the weight lost on GLP-1 medications can come from lean muscle mass rather than fat. Sword Health That muscle loss creates genuine demand for structured exercise programs, and companies that can meet that need early are positioning themselves well. Fitness apps FitOn and obé have already launched programming aimed specifically at helping GLP-1 users preserve muscle. Inspire360

For Peloton, the pitch writes itself. People losing significant weight on these drugs need cardio and strength work to stay healthy long-term, and Peloton has both.

Treadmills as a Growth Vehicle

Peloton built its identity around the bike, but Stern believes the treadmill market is the bigger opportunity globally. The company is exploring lower price points to reach buyers who have considered Peloton but found the current Tread lineup too expensive.

New Products Are Coming, But Not Yet

New products are in the pipeline, but still 12 to 18 months out. Alongside expanded cardio options, Peloton is developing strength training and broader connected wellness products as it looks to serve more of a member’s fitness life, not just their rides and runs.

One Product That Got Scrapped

Not every idea made it. Peloton had been developing a camera-based upgrade kit that existing Bike and Tread owners could attach for AI-powered workout analysis. Engineers ultimately found that older hardware would require too many internal changes to support a self-install, and the project was dropped.

Personalization Through Wearable Data

Stern’s longer-term vision leans on data. Peloton wants to integrate information from smartwatches and rings to generate personalized workout recommendations and coaching delivered through the app and email, making the platform more responsive to how members actually train and recover.

The broader strategy is a bet that Peloton’s next wave of members looks different from its first. Whether lower-cost treadmills and Peloton GLP-1 marketing can deliver that growth is still an open question, but the direction is clear.

Read the full Bloomberg report here.

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