ICR Inc. is handling media surrounding New York-based Peloton Interactive’s $500M initial public offering.

In its Aug. 27 Securities and Exchange Commission filing, Peloton bills itself as "the largest interactive fitness platform in the world with a loyal community of over 1.4 million members.”

The company claims it “pioneered connected, technology-enabled fitness, and the streaming of immersive, instructor-led boutique classes to our members anytime, anywhere,” according to the Form S-1.

Peloton suffered a $196M net loss on $915M in revenues during fiscal 2019 ended June 30. Sales of its bike and treadmill generated 78.6 percent of sales with subscriptions accounting for the bulk of the balance.

It believes “it is still in the early stages of growth in our existing markets,” having sold about 577K of its bikes/treadmills of the 14M units in its targeted market.

CEO John Foley, who founded Peloton in 2012, expects to raise brand and product awareness via “television, digital, and social media marketing, as well as our showrooms and word-of-mouth referrals.”

ICR’s Jessica Liddell is working the Peloton IPO.