Fitness Startup Peloton Acquires Atlanta Music Company
Friday, June 29th, 2018
Peloton, the technology company revolutionizing the fitness category, announced its first-ever acquisition with the purchase of Neurotic Media LLC, an innovative Atlanta-based digital music aggregator, streaming and download source. Founded in 2001 by music industry veteran Shachar “Shac” Oren, the B2B music platform will enable Peloton to provide its Members with an enriched music experience. Oren will become a Vice President at Peloton, while retaining his role as CEO and President of Neurotic Media, whose team and offices remain in Atlanta and continue to operate as a standalone subsidiary serving third party clients. Oren will report to Paul DeGooyer, Peloton’s Head of Music.
This announcement marks a major milestone as Peloton further solidifies its industry leadership in fitness technology and media, delivering best-in-class content to a growing audience worldwide. Integrating Neurotic Media’s technology and innovations into Peloton’s platform will bring unprecedented functionality to Members, enhancing their experience.
“Our Members have embraced music as central to the Peloton experience and consistently rank it as one of the top aspects of the brand,” said DeGooyer. “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.”
“We’re proud to join Peloton’s world-class team, and excited to help bring the kind of Member experience breakthroughs the brand is known for to their already powerful music solution,” added Neurotic Media’s Oren. “Peloton’s platform, instructors and community present a rich environment for music ideation and innovation. We’re looking forward to amplifying Peloton’s technology to help Members achieve their fitness goals while discovering great music along the way.”
This acquisition comes on the heels of a number of notable announcements including: the launch of Peloton Digital, an expanded Peloton iOS app; the announcement of international expansion, beginning with the United Kingdom and Canada this Fall; May’s opening of the new Peloton Tread studio in NYC; as well as the announcement of a massive multi-studio space to open on Manhattan’s West Side in 2019.