Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Digital Fitness Brands 2022

How Nike, Lululemon, Peloton, and Apple Fuel the Lifestyle Brand Flywheel

About This Report
As digital fitness goes mainstream, leading brands Nike, lululemon athletica, Peloton, and Apple are trailblazing a path for lifestyle brands toward a more profitable future.
Table of Contents

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.


  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.

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


Reliable data in simple displays for presentations and quick decision making.

4expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. Key Points
    3. The Digital Fitness Battle Lines Are Drawn
    4. The State of the Digital Fitness Market
    5. Key Players in the Digital Fitness Market
    1. The Brand-Media-Commerce Flywheel for Lifestyle Brands
    2. The Flywheel Compounds Growth and Expands Margins
    3. Digital Fitness and Disruption of Retail Brands’ Status Quo
    4. Implications of the Digital Fitness Trend for Lifestyle Brands
    5. Insider Intelligence Interviews
    1. Read Next
    2. Sources
    3. Media Gallery

    Interviewed for This Report

    Robert Franklin
    Peloton Interactive
    Senior Vice President, Ecommerce
    Interviewed March 23, 2022
    Dan Frommer
    The New Consumer
    Founder and Editor-in-Chief
    Interviewed July 12, 2022
    Anne Mezzenga
    Omni Talk
    Interviewed July 6, 2022
    Angelic Vendette
    Alo Yoga
    Vice President, Global Head of Marketing
    Interviewed November 17, 2021


    Andrew Lipsman


    Blake Droesch
    Caroline Fulford
    Senior Researcher
    Jeane Han
    Senior Researcher
    Chris Keating
    Director, Research
    Lisa Phillips
    Principal Analyst, Digital Health
    Yoram Wurmser
    Principal Analyst
    Already have a subscription?Sign In

    Access All Charts and Data

    Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

    Become a Client