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  "documentTitle": "Peloton | Investor Day Presentation Deck | 71 slides",
  "authorId": "peloton",
  "authorName": "Peloton",
  "documentKindSlug": "conference-presentation",
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  "sourceTypeLabel": "Investor relations",
  "presentationDate": "2020-09-01 00:00:00",
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  "pageNumber": 64,
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  "slideType": "market_sizing",
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  "density": "overcrowded",
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  "notes": "Uses a funnel diagram to visualize market segmentation.",
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      "kind": "callout",
      "text": "Accounting for households that purchase 2+ units, 2020 Connected Fitness unit SAM is 20 Million representing +43% growth over 14M in 2019",
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      "text": "Brand and product awareness drives purchase intent (SAM). To date, the vast majority of our advertising spend has been allocated to Bike. Bike aided awareness is more than double Tread aided awareness. We expect Tread SAM to grow significantly as we market new Tread in FY 2021.",
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      "kind": "callout",
      "text": "With 1M global CF subscriptions, we are ~7% penetrated vs. ~4% in 2019",
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      "kind": "list",
      "text": "Peloton Demographic: Households aged 18-70 with $50k or more in household income (or equivalent)\nPeloton TAM: Households that may or may not be interested in purchasing a Peloton product today, but could be interested in the future. Defined as households with broadband internet and that own or are open to purchasing subscription fitness\nPeloton interest: Households that express interest in learning more about at least one Peloton product without seeing price\nPeloton Connected Fitness + Digital household SAM: Estimated households that are interested in purchasing one or more current Peloton products at current price\nPeloton Connected Fitness household SAM: Estimated households that are interested in purchasing one or more current Peloton products at current pricing",
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      "kind": "source-note",
      "text": "Includes: U.S., U.K., Canada, and Germany. Source: Peloton Global TAM Study, July 2020",
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      "kind": "title",
      "text": "Total Addressable Market Continues to Expand",
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      "evidence": "The presentation concludes with a clear call to action, including a Q&A session and a thank you note.",
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      "name": "Cost Of Inaction",
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      "evidence": "The presentation highlights the growing demand for connected fitness and the risks of not investing in this space.",
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      "structure": "The Status Quo -> The Hidden Costs Accumulating -> The Future State of Inaction -> The Tipping Point",
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