11 Peloton Competitors & Alternatives In 2024

Founded in 2012, Peloton has proven to be a steadily growing leader in exercise bikes, home gym equipment, and fitness-related technologies. Sales and followers skyrocketed at the beginning of 2019, and despite some social media misfires this company continued to see an exponential increase during the COVID-19 pandemic. Brick-and-mortar gyms closed, and consumers began to flock to more at-home fitness technologies. This article will take a deeper dive into some of their competitors.

#1. Equinox Fitness

Founded: September 23, 1991
Headquarters: New York, New York, United States

Need to know

Equinox Fitness is a luxury fitness brand and part of a collection of fitness and lifestyle subsidiaries, including the introduction of SoulCycle in 2006. Their parent corporation, The Related Companies, also claims ownership of a multitude of luxury hotels and fitness centers under its umbrella on a worldwide scale.

Equinox suffered significant controversy when The Related Cos. chairman Stephen M. Ross hosted a political fundraiser for United States President Donald Trump at his personal residence. This resulted in the resignation of Equinox Fitness CEO Melanie Whelan and a boycott from both Equinox and SoulCycle consumers.

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#2. MIRROR

Founded: 2016
Headquarters: New York, New York, United States

Need to know

A quickly-burgeoning subsidiary of Lululemon Athletica, MIRROR is a female-founded brand started by CEO Brynn Jinnett Putnam in 2016. Rather than focusing on bulky exercise equipment, MIRROR boasts that its interactive home gym is “nearly invisible” and attractive in consumer homes.

The parent company Lululemon is currently in a legal dispute with its competitor, Peloton. After nearly five years as brand partners, the two companies ended their relationship amicably at first. Shortly after, Lululemon threatened to file a lawsuit with Peloton, suggesting that six clothing designs released by Peloton in 2021 were copied and directly breached Lululemon’s patents.

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#3. NordicTrack

Founded: 1975
Headquarters: Logan, Utah, United States

Need to know

Famed for their signature Nordic-style ski machine, the NordicTrack brand was founded in 1975 by husband-and-wife team Ed and Florence Pauls. To this day, the company manages to remain relevant with the launch of the NordicTrack Vault: Complete, its own model of fitness mirror technology.

Consumers, however, have not been pleased with recent software updates to the NordicTrack treadmills on the iFit network, lamenting the loss of an override feature that allowed users access to its underlying Android operating system to watch videos and access files outside of paid iFit content.

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#4. Volava

Founded: September 2017
Headquarters: Barcelona, Catalonia, Spain

Need to know

Volava is a quickly rising newcomer in the digital fitness market that is currently available to continental Europe, uniquely positioning the company for success. Their exercise bikes and equipment are highly praised as a much more affordable option than their largest competitor, Peloton, and have quickly earned the nickname “The Netflix of stationary bikes.”

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#5. Tonal

Founded: 2015
Headquarters: San Francisco, California, United States

Need to know

Coined “The World’s Smartest Home Gym”, Tonal makes their product affordable and attainable, offering a 30-day home trial of their gym equipment and financing options that appeal to the average middle-class consumer.

In September 2021, Tonal introduced Tonal Live, an interactive workout experience that allows users access to fitness coaches and additional personalized workouts in real-time from the comfort of their home gym.

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#6. Tempo Studio

Founded: February 2020
Headquarters: San Francisco, California, United States

Need to know

Brand new to the home gym scene, Tempo Studio was launched by appraised 30 Under 30 duo Moawia Eldeeb and Josh Augustin in early 2020 and rode the wave of success brought on by the pandemic-era of digital home fitness.

A more costly option than the NordicTrack Vault, customers bemoan the amount of space and additional equipment required to operate the Tempo home gym and add that it may not be the best option for those interested in heavier weight training. Tempo Studio seems to be combating the former concern with the release of the Tempo Move, whose size is compared to that of a mini-fridge.

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#7. Bowflex

Founded: 1986
Headquarters: Vancouver, Washington, United States

Need to know

Ethiopian-American Dosho Tessema Shifferaw first invented the Bowflex in 1986. Its unique use of tension rod technology as an alternative to heavy, traditional weights – as well as a powerful television infomercial marketing strategy – shaped the brand into a household name.

The Bowflex company obtained the Nautilus Corp, Schwinn Fitness, and Stairmaster in the early 2000s. The company donned the name The Nautilus Group, then eventually changed it to Nautilus Inc. when it introduced itself to the New York Stock Exchange in 2002.

In 2004, Bowflex voluntarily recalled over one million home exercise units. The company faced three lawsuits at the time due to various reports of consumer injuries.

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#8. Echelon

Founded: 2000
Headquarters: Chattanooga, Tennessee, United States

Need to know

Another company in a legal tangle with Peloton, Echelon Fitness has recently launched interactive live classes. Peloton claims the inclusion of these services infringes on their patented technology.

Yet another feud has occurred between Echelon and Amazon, regarding an exercise bike that Echelon was to produce in exclusivity for Amazon at a price point of around $500 USD, according to Echelon Fitness CEO Lou Lentine. Amazon then released the product as the “Prime Bike” despite referring to it as an Echelon model throughout the planning stages. The brands have reconciled their differences and the product – now dubbed the Echelon EX-P Smart Connect Fitness Bike – is now available on Amazon.

The experience of companies like Echelon proves that lawsuits and legal battles are ever-present as the market becomes more cutthroat in efforts to provide the newest available services and technology.

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#9. Myx Fitness

Founded: 2018
Headquarters: Greenwich, Connecticut, United States

Need to know

Myx Fitness provides an interactive fitness platform that focuses on expanding its “hybrid-fitness” options. The goal: to allow customers to take their home gym experience with them wherever they go, creating a unique opportunity for consumers that are returning to gyms post-pandemic to continue utilizing the programs they’ve had in place during quarantine.

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#10. Hydrow

Founded: November 15, 2017
Headquarters: Cambridge, Massachusetts, United States

Need to know

Despite a specific focus on rowing machines, Hydrow has been climbing the ranks among the digital fitness industry. According to the brand, their signature rowing workout is more effective than running or cycling, as the motion targets 86% of the body’s muscle groups.

The company announced comedian Kevin Hart as their creative director in October 2020 and is backed by an all-star array of investors. These A-listers include musicians Lizzo and Justin Timberlake, Rx3 Growth Investors (an investment firm co-founded by NFL quarterback Aaron Rodgers), and actor-comedian Whitney Cummings.

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#11. Apple Fitness+

Founded: April 1, 1976 (Fitness+ launched late 2020)
Headquarters: Cupertino, California, United States

Need to know

The Apple Fitness+ is a fitness service app that integrates the user’s Apple Watch to provide convenient classes for nine distinct workout categories. The downside of the Fitness+ system is that it requires the purchase of additional Apple products, such as an Apple TV, iPhone, or iPad, to view the included workout videos. Additional exercise equipment is also necessary to complete some workouts, unlike other home gym systems that include an assortment of weights or yoga blocks and straps with purchase.

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Sources

https://craft.co/peloton-interactive/competitors