BOULDER, Colo. (BRAIN) — Pocket Outdoor Media on Monday announced the acquisition of Peloton magazine, expanding its portfolio of active lifestyle brands.
Peloton is an award-winning producer of inspirational storytelling and photography. With the acquisition, Pocket Outdoor Media, adds another brand and team to its expanding cycling network, joining BRAIN, VeloNews and Beta, publications dedicated to industry news, professional racing, and mountain biking, respectively.
The acquisition also augments POM's position as a leading media platform for endurance and outdoor sports. Across a family of brands that includes Triathlete, Women's Running, Trail Runner, Backpacker, Climbing, and SKI, POM reaches 30 million active enthusiasts every month.
In addition to the acquisition, Pocket Outdoor Media also announced it will rebrand as Outside, effective Monday.
"Cycling participation and sales are booming, and we're moving aggressively to create content and drive participation in all categories, from road to mountain to e-bike and indoor," said Robin Thurston, Pocket Outdoor Media CEO. "Brad Roe and his team have built a beautiful and influential property since founding Peloton magazine a decade ago, and his leadership will be instrumental in creating the super-premium content that will be central to the success of our Active Pass membership strategy. Whether it's podcasting, video, or feature storytelling, Brad has a gift for manifesting the beauty and freedom of the cycling experience."
"Joining POM is a blessing for Peloton's staff, partners, and contributors," said Roe, who will become editorial director of POM's Cycling Group. "We'll gain access to new creative and production capabilities, and the stories and brand collaborations our team creates will reach a much larger audience. As the North American print partner of the Tour de France and Flanders Classics, our work will be seen by a greater number of readers. We are particularly delighted to provide more exposure for the talented and diverse crew of photographers and writers we work with around the globe."
