Gap identified
Moxie is losing to Peloton for millennial pregnant moms who are searching for pregnancy workouts and go through Momtastic.com and Shape.com.
Millennial pregnant moms who are searching for ״online pregnancy workouts”, read about the best ways to practice yoga on articles like “The Best Online Prenatal Workouts for Active Moms-to-Be” on Momtastic.com. These consumers continue to search for “pregnancy yoga” on Google, and move on to Shape.com to read about the “Best-online yoga classes” article, where Peloton is presented as one of the options. These consumer often end up subscribing to Peloton’s 30-day free trial.