SOUTH PASADENA, CA (BRAIN)—Move Press, the publisher of Peloton magazine, announced the launch of a new triathlon title on Tuesday.
The first issue of 3/GO will be unveiled at the Wildflower triathlon in April and will also hit newsstands that month.
The six-times-per year magazine will mimic Peloton with content aimed at the modern triathlete.
“Basically the idea is that it’s just a fresh approach to triathlon, we’re not entrenched in triathlon. We're going to take a fresh look with fresh eyes,” said Brad Roe, publisher of Peloton and 3/GO.
The publication will be headed by Paige Dunn, a sports psychologist, three-time Ironman triathlete and former regional editor for Competitor Group and contributor to Road. Dunn has been working on Peloton since Interbike with the understanding that she would be the executive editor of 3/GO once it launched.
“Paige is kind of the big focal point. She’s putting together a pretty amazing team of athletes and photographers. Creatively it’s going to be a really inspiring staff,” Roe added.
There will be some crossover from Peloton with creative director Tim Schamber and test editor Ben Edwards working on both publications. It will also share a distribution model with its sister publication with sales to consumers through Barnes & Noble and Borders.
Roe said he’s confident the triathlon market can support another mainstream title especially on newsstands. Last year, the World Triathlon Corporation launched Lava magazine, which is targeted toward elite triathletes and available by subscription only. Competitor Group publishes Inside Tri and Triathlete.
“I always feel like there’s room for a better product. Just look at Peloton, there are so many road titles to compete with and there are people are responding to what we’re doing across the board so I really feel confident we can do the same in the triathlon market,” he said.
3/GO is online at www.3gomagazine.com. For more details on 3/GO and information on Move Press’ new dealer program, read the February issue of BRAIN.
—Nicole Formosa
nformosa@bicycleretailer.com
