The Fitness Industry’s Pandemic Winners and Losers

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The pandemic is altering how Americans approach fitness in ways that are being felt throughout the economy. jbarro looks at the industry’s pandemic winners and losers

Photo: Noam Galai/Getty Images Six months into the pandemic, I’ve developed a new gymless fitness routine that is, under the circumstances, reasonably robust. My husband and I bought a Peloton bike. I do at-home strength-training workouts with dumbbells, and I’ve tried to get used to jogging with a mask on. I’ve been doing yoga, which has allowed me to tell myself that — while I may have put on a few pounds — I’ve never been more flexible.

Online Fitness ⬆️ Peloton announced it generated $607 million in revenue in the quarter that ended June 30, up 172 percent from the same quarter last year. The company doubled its membership base and also reported that average usage per subscriber doubled — Peloton subscribers completed an average of 24.7 workouts per month, up from 12 in the same period last year. In a bid to attract more members, the company recently cut the price of its base-level bike from $2,245 to $1,895.

Personal Fitness Equipment ⬆️ Dick’s Sporting Goods had a blockbuster quarter ending August 1, with sales 20 percent higher than last year as customers stocked up on goods for working out at home or outdoors—not just fitness equipment like weights but also bicycles, kayaks, and camping gear. In some of these categories, inventory can barely keep up. “The flow of product we have is kind of going out as fast as it’s coming in,” CEO Ed Stack told investors last month.

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