Peloton acquires music startup Neurotic Media

Peloton, the unicorn spin (and now treadmill) business that lets users work out via live-streamed classes, has today announced its first acquisition. 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 influence and engage customers via popular music. 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 role. But one doesn’t often dabble in the music industry without either 1) experience or 2) loads of money. 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 U.K. and Canada starting in the 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.

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