INSUBCONTINENT EXCLUSIVE:
Peloton, the unicorn spin (and now treadmill) business that lets users work out via livestreamed classes, has today announced its first
The company acquired Neurotic Media, a B2B music aggregation and streaming service.Atlanta-based Neurotic Media was founded in 2001 by
Shachar “Shac” Oren, who will become a VP at Peloton serving under Peloton’s Head of Music Paul DeGooyer
The entire Neurotic Media team and offices will remain in Atlanta, continuing operations as a standalone subsidiary serving third-party
clients.Neurotic Media is a white-label distribution and marketing platform, helping brands to influence and engage customers via popular
Essentially, the company connects a brand with a certain popular song or songs that align with their brand mission.The idea here is that
music is integral to working out
Given Peloton’s focus on bringing a high-quality workout to the comfort of a user’s home (or one of their studios), music plays a big
But one doesn’t often dabble in the music industry without either 1
While Peloton has plenty of cash to go around, Neurotic brings nearly two decades of experience to the Peloton portfolio.Here’s what
DeGooyer had to say in a prepared statement:Our Members have embraced music as central to the Peloton experience and consistently rank it as
one of the top aspects of the brand
The addition of Shac and his amazing team to the Peloton family will help us rapidly deploy new music features we know our Members want,
along with some unique innovations we think they’ll love.Peloton has been making moves as of late
The company launched an expanded iOS app called Peloton Digital, and has announced plans to expand into the UK and Canada starting in Fall
Plus, Peloton opened a new Tread studio in NYC, with plans to open a massive multi-studio space on the West Side of Manhattan next
year.Peloton was founded in 2012 and has raised a total of $444.7 million
The terms of the deal were not disclosed.
