Pelton Interactive is considering the sale of a sizeable minority stake in the company as it seeks to turnaround its performance and reverse a decline in its share price.
The connected fitness company is sounding out potential investors including industry players and private-equity firms that could buy a stake of around 15% to 20%, The Wall Street Journal reported on Thursday, citing people familiar with the matter.
Talks are at an early stage and there is no certainty Peloton (ticker: PTON) will find a willing buyer or agree to a deal, the report said.
Peloton did not immediately respond to a Barron's request for comment.
Amazon $(AMZN)$ is among other potential buyers who have explored a full takeover of Peloton, the Journal reported in February.
Apple $(AAPL)$ would be a better fit for Peloton than either Amazon or Nike, $(NKE)$, according to UBS analyst Arpine Kocharyan, who said Peloton could help drive Apple's services segment and help with customer retention.
Peloton's stock soared during the first year of the Covid-pandemic as people bought its bikes and treadmills during government lockdowns. But the company's shares have have fallen by almost 80% over the past year as gyms have re-opened and competition has increased.
Shares of Peloton's were down 10% in morning trading on Friday.
