Taking Peloton for a spin

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When it comes to generating buzz, exercise startup Peloton appears to be pulling ahead of the pack.

New data from internet-based market research and data analytics firm YouGov shows Peloton’s “buzz score,” which gauges if U.S. adults are hearing positive or negative things about a particular brand, rose from +4 to +10 in six months. At the same time, buzz scores for competitors such as Flywheel Sports, SoulCycle and NordicTrack remained relatively flat.

What gives? YouGov equates it to ad awareness: Peloton revealed the new Peloton Tread full-body fitness treadmill through Rose Bowl and Sugar Bowl ads on New Year’s Day. Peloton shines with live and on-demand instructor-led classes.

As of the start of November, according to YouGov, only one in 10 U.S. adults reported recently seeing an ad for Peloton. By the end of January, that number had climbed to 22 percent.

Incidentally, Peloton has been eyeing an IPO. Though no official word had been given regarding timing or size at press time, Bloomberg reports Peloton Interactive Inc. chose Goldman Sachs Group Inc. and JPMorgan Chase & Co. to lead its initial public offering, “which could value the home exercise startup at more than $8 billion.”

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