iFIT is on a mission to push connected fitness forward.

The Utah-based company is best known for its large library of digital fitness content, which allows users to stream instructor-led workouts from equipment on IFIT-owned brands like NordicTrack and Freemotion Fitness.

It also wants to be known for pushing the envelope when it comes to how digital fitness consumers engage with their favorite trainers and workout content. 

Mark Phillips, iFIT’s chief marketing officer believes it’s time for a new way of approaching connected fitness with the pandemic now in the rearview mirror. 

“There’s a unique opportunity at the moment to try new things, to innovate and to create a different user-engagement model from what we’ve seen before,” Phillips told ATN. 

In-Person Events Bring Members & Trainers Closer Together

iFIT’s strategy includes finding new ways to connect its more than six million members with the trainers they see on-screen, including through in-person events. 

This push began in earnest in 2023, when iFIT sent some of its members to a commercial shoot in Los Angeles where they got to meet their favorite trainers on set. 

“The entire crew and set, trainers and members, everybody was in tears,” Phillips recalls. “It’s an incredibly emotional experience when you connect a member with a trainer, because they’ve had such a formative role in these members’ lives.”

Building on the success of that event, iFIT has introduced a series of experiential events built around in-person connections.

Last year, the company partnered with Alex Gregory, an Olympic Gold Medalist and founder of Mind Body Row, to surprise iFIT members with an immersive, five-day rowing experience in Avis, Portugal. At the event, iFIT members got to meet popular iFIT trainers including John Peel, Hannah Eden, and Paulo Barreto, participate in workouts, and attend fireside talks and hiking experiences. 

iFIT will also be sending members to the 2025 London Marathon and Boston Marathon, giving them chances to connect with iFIT trainers at the events and through social media initiatives. 

iFIT plans to create more in-person events to give as many of its members as possible the chance to meet their favorite trainers. Ideas include more destination trips as well as meet-ups between trainers and members at the iFIT offices in Utah.  

“We’re trying to not just put faces to names; we’re trying to build relationships on a much deeper level with our members,” Phillips says. 

More Meaningful Social Media Interactions

iFIT is also leveraging social media to create deeper connections between its trainers and members. 

Ashley Paulson, an iFIT trainer and professional triathlete with 160,000 followers on Instagram, recently ran in the Great World Race, a global marathon event that takes place on seven continents. iFIT sponsored Paulson’s participation in the event, helping her create social media content that was promoted through iFIT channels. 

Like Paulson, many iFIT trainers have large social media followings. Phillips says iFIT works to help its trainers build up their social media presence, viewing this as a win-win for the brand and its trainers. 

“One of the joys about our trainer model is that we can support them to do things outside of iFIT as well,” he says. “Social is a fantastic tool for that.”

iFIT also shoots live content from its events for social media, including at the recent Portugal trip. 

“That’s going to be a much more important channel as we move forward,” Phillips says of live social content. “In many ways, it’s blurring the lines between the content you consume on our equipment and the content you consume on social media and our other channels.”

Personalization Is Key

At the end of the day, iFIT’s new user-engagement strategy is designed to make fitness more personalized, Phillips says. 

iFIT will look to drive personalization through experiential events like in-person meetings, but it will also do so through tech innovations.  

Last year, the company launched AI Coach, an artificial intelligence tool that acts as a personalized fitness coach. Currently available in beta mode, AI Coach communicates with members through text messages, offers daily workout plans and gives friendly motivational nudges to work out. 

For Phillips, personalization is the key to getting people to actually stick to their fitness routines – and to keeping iFIT members on the platform for the long term. 

“The gift of fitness is an incredible thing, but all too often, it’s been promised, and for many reasons, it hasn’t been delivered,” he says. “We now have a unique opportunity to help people be far more effective in their fitness journeys.”

The post iFIT Wants to Change How We Experience Connected Fitness appeared first on Athletech News.

iFIT, a leading fitness equipment manufacturer and content platform, is going all in on AI and personalization. 

On Tuesday, the Utah-based company announced an all-new product lineup that will see it launch over 40 different smart or smart-enabled products across its NordicTrack and ProForm home-fitness brands. 

The new machines feature hardware improvements and new touchscreens powered by a revamped operating system that syncs with iFIT’s AI Coach, an artificial intelligence tool that recommends workouts and helps people stick to their fitness goals. 

“We are at a turning point in fitness as AI enables us to deliver truly personal experiences,” said iFIT CEO Kevin Duffy. “Our team has updated our entire hardware and software experience using best-in-class technology that delivers real results for every member.”

The announcement is headlined by two new NordicTrack machines: the X24 Treadmill and X24 Bike. 

The X24 Treadmill ($3,999) features an industry-leading 40% incline and a 6% decline, along with SpringFlex cushioning to absorb impact while users sprint, jog or walk.

The X24 Bike ($1,999) features a 20% incline and 10% decline, along with Silent Magnetic Resistance Tech designed to recreate the outdoor cycling experience in an indoor setting. 

NordicTrack has also updated its signature Commercial 2450 Treadmill ($2,999) with new features including software upgrades and AI Coach integration. 

Some of the new machines are available and ready to ship today.

All of the new machines feature large touchscreens (up to 24”) supported by faster processing speeds for a more seamless user experience. On the touchscreens, users can stream workout content from iFIT’s library of 10,000-plus coach-led classes, including everything from hiking Mount Everest to biking through Costa Rica. Users can also stream popular apps including Netflix and Spotify while working out. 

Machines That Adapt to You

With the new launches, iFIT is further embracing personalized fitness.

The NordicTrack and ProForm machines feature SmartAdjust technology – when a user begins a workout on-screen, their machine will automatically change speed, incline or resistance to account for what’s happening on-screen. If you’re taking an outdoor hiking class, for example, the X24 Treadmill would adjust its incline depending on where you are on the mountain.

With ActivePulse tech, the machines actively monitor a user’s heart rate and adjust workout intensity to keep heart rate in the right zone. This feature could prove ideal for Zone 2 training, which has become a popular form of cardio exercise. 

Another feature, Workout Creator, allows users to create their own library of workouts, including custom-built training intervals. The machines also sync with Strava, Garmin, Google Fit and Apple Health so users can track their health and fitness data while running, walking, biking or rowing.

A New Era for Artificial Intelligence

iFIT’s AI Coach is central to the new machines, and the fitness company’s strategy as a whole. 

AI Coach acts as a personalized fitness coach, chatting with iFIT members to recommend the best workouts based on their goals. iFIT members can communicate with AI Coach through text, receiving daily workout plans and friendly motivational nudges to hit their fitness and wellness goals. 

The new NordicTrack and ProForm machines feature AI Coach integration – workouts that the chatbot recommends automatically appear on-screen once it’s time to work out. This is designed to reduce friction (and the excuses) that keep many people from doing their daily workout. 

AI Coach is currently in beta mode, but it’s available to U.S.-based iFIT Train and Pro members using NordicTrack and ProForm equipment.

Duffy told Athletech News earlier this year that iFIT will invest heavily into artificial intelligence, viewing it as the ideal tool to motivate people to work out.

“Our vision is to create the world’s most effective fitness platform,” Duffy, who took over as iFIT’s CEO in 2022, told ATN.

“There’s been so much talk in general about improving health, but from my perspective, we haven’t as an industry improved health outcomes enough,” he added. “I want to make that more of a reality as I look to the future of our company, and I think we’re at a unique moment in time where technologies such as AI are making that more possible.”

iFIT also owns Freemotion, a leading commercial fitness equipment provider for gyms and studios worldwide. 

iFIT workout content is also available on Freemotion machines. That means users can pick up where they left off with their NordicTrack or ProForm machines at home, hop on a Freemotion machine in their local gym, and do the same workout. This is part of the company’s omnichannel fitness push to make gyms more connected through technology. 

The post iFIT Embraces AI Fitness With New NordicTrack, ProForm Machines appeared first on Athletech News.

ATN’s editors have scoured Amazon for the best Prime Day deals on top fitness and wellness products, including up to 50% off best-selling items from Merach, Stanley, Yeti, Adidas, Peloton and more

Taking care of your fitness and wellness is a 365-day-a-year job, but Amazon Prime Day deals only roll around once. That’s right, the site’s biggest savings event of summer starts Tuesday, July 16, promptly at 12:01 a.m. PDT. For just 48 hours, members can shop major discounts on pretty much anything and everything your heart desires. Whether you’ve shopped the sale before or this is your first time, you’re going to want to set your alarm ASAP.

Whether you’re ready to stock your pantry with high-protein snacks, fine-tune your supplement stash, or are on a mission to outfit your at-home gym setup, this sale is yours for the taking.

Expect to score big on higher priced items like a Peloton Bike or Apple Watch as well as smaller items from brands like Yeti and Sports Research supplements. For the next two days, you can also get your hands on hot ticket items like the viral Adidas Sambas or the best-selling New Balance sneakers both over 20% off.

Our editors have scoured Amazon and this list is a compilation of all the best price slashes on supplements, fitness equipment, workout wear, camping gear, tech gadgets and more. Trust us when we say these deals are just too good to pass up.

Note: The sale prices listed below are subject to change

1. 

   Apple AirPods Max Wireless, $394.99 (orig. $549.00) 28% off

2. 

   Pure Protein High Protein Cheesy Cheddar Crackers, $16.09 (orig. $22.99) 30% off

3. 

   Quest Nutrition Double Chocolate Chip Protein Cookie, $22.19 (orig. $28.89) 23% off

4. 

   Amazon Echo Spot (2024 release) Smart Alarm With Alexa, $44.99 (orig. $79.99) 44% off

5. 

   Stanley IceFlow Stainless Steel Tumbler with Straw, $30 (orig. $40) 25% off

6. 

   TheraGun Mini Handheld Electric Massage Gun, $149 (orig. $199) 25% off

7. 

   NordicTrack Commercial Series Treadmill,  $1,599 (orig. $1,999) 20% off

8. 

   DeskCycle Under Desk Bike Pedal Exerciser, $189 (orig. $269) 30% off

9. 

   MERACH Magnetic Rowing Machine, $239.99 (orig. $399.99) 40% off

10. 

    American Soft Linen Luxury 6 Piece Towel Set, $39.94 (orig. $79.99) 50% off

11. 

    Yeti Tundra Haul Portable Wheeled Cooler, $210 (orig. $425) 30% off select colors

12. 

    Coleman Evanston 6/8 PersonScreened Waterproof Tent, $128.01 (orig. $289.99) 56% off

13. 

    New Balance Men’s 237 V1 Sneaker, $58.99 (orig. $129.95) 55% off

14. 

    New Balance Men’s 608 V5 Casual Comfort Cross Trainer, $57.99 (orig. $74.99) 23% off

15. 

    Champion Men’s Sweatpants, $26.97 (orig. $45) 40% off

16. 

    Champion Women’s Sweatpants, $24.99 (orig. $50) 50% off

17. 

    Under Armour Men’s Tech 2.0 Short-Sleeve T-Shirt, $16.25 (orig. $25) 35% off

18. 

    Adidas Men’s Essentials Warm-up 3-Stripes Track Top, $29.18 (orig. $55) 47% off

19. 

    Cushionaire Men’s Lane Cork Footbed Sandal, $28.49 (orig. $49.99) 43% off

20. 

    Hanes Men’s X-Temp Short Sleeve Polo Shirt, $10.41 (orig. $19) 45% off

21. 

    Beats Studio Buds +, $129.99 (orig. $169.95) 24% off

22. 

    Theraface PRO Microcurrent Facial Device – 8-in-1 Compact Face Massager, $299 (orig. $399) 25% off

23. 

    RENPHO Smart Scale, $19.99 (orig. 34.99) 43% off

24. 

    Coway Airmega 250 Smart Air Purifier, $259 (orig. $399) 35% off

25. 

    Oral-B Genius X Limited Rechargeable Electric Powered Toothbrush, $99.99 (orig. $199.99) 50% off

26. 

    CAP Barbell Adjustable Dumbbell Weight Set, $66.99 (orig. $159.99) 56% off

27. 

    Peloton Indoor Exercise Bikes, Original Peloton Bike and Bike+, $1,995 (orig. $2,495) 20% off

28. 

    Premier 12-Pack Chocolate Protein Shake Chocolate, $20.99 (orig. $29.99) 30% off

29. 

    TRX Training All-in-One Suspension-Trainer Equipment Bundle, $164.96 (orig. $219.95) 21% off

30. 

    Sunny Health & Fitness Slim Under Desk Walking Compact Treadpad Treadmill, $193.99 (orig. $369.99) 48% off

31. 

    Iron Crush Olympic Bumper Plate Sets, $399.99 (orig. $500) 20% off

32. 

    Sunny Health & Fitness Power Zone Squat Stand Power Rack Cage, $219.44 (orig. $349) 37% off

33. 

    Yoleo Foldable Adjustable Weight Bench, $79.92 (orig. $129.99) 39% off

34. 

    Vital Proteins Collagen Peptides Powder with Hyaluronic Acid and Vitamin C, $32.49 (orig. $46.99) 31% off

35. 

    Nutricost Creatine Monohydrate Micronized Powder 500G, $17.50 (orig. $32.95) 47% off

36. 

    Sports Research Hydrate Electrolytes Powder Packets, $13.77 (orig. $22.95) 40% off

37. 

    Sports Research Whey Protein Isolate Powder, $26.57 (orig. $37.95) 30% off

38. 

    Sports Research Triple Strength Omega 3 Fish Oil, $37.07 (orig. $58.95) 37% off

39. 

    MET-Rx Big 100 Protein Meal Replacement Bar, $18.99 (orig. $28.89) 34% off

40. 

    Resistance Bands Set, $15.99 (orig. $29.99) 47% off

41. 

    Adidas Men’s Terrex Ax3, $59.71 (orig. $80) 25% off

42. 

    TriggerPoint 13″ Multi-Density Foam Roller, $27.74 (orig. $36.99) 25% off

43. 

    Ninja AF150AMZ Air Fryer XL, $89.99 ($159.99) 44% off

44. 

    Fitbit Sense Advanced Smartwatch, $152 (orig. $249.95) 39% off

45. 

    Adidas Men’s Samba Classic Soccer Sneaker, $70.29 (orig. $90) 22% off

46. 

    Yeti Rambler 30oz Tumbler, $26.60 (orig. $38) 30% off select colors

47. 

    Yeti Lowlands Blanket, $130 (orig. $200)30 – 35% off select colors

48. 

    Banana Boat Sport Ultra SPF 50 Sunscreen Lotion, $11.37 (orig. $14.99) 24% off

49. 

    HigherDOSE Infrared Sauna Blanket, $559.29 (orig. $699) 20% off

50. 

    Apple Watch Series 9, $379.99 (orig. $499) 24% off

Read more ATN Product Reviews here.

The post The 50 Best Prime Day Fitness & Wellness Deals of 2024 appeared first on Athletech News.

iFIT is getting reinforcements at the executive level, announcing the hirings of Mark Phillips as chief marketing officer and Bart Muller as chief international officer as the connected fitness company looks to build out its artificial intelligence (AI) capabilities.

Joining iFIT in December, Muller previously served as CEO of First National Glassware in Jakarta and, before that, as chief operating officer at Sound United. Muller has leadership experience operating small to mid-sized family enterprises, publicly listed companies and those backed by private equity. 

“I am honored to be joining iFIT as I am a firm believer in the power of an active lifestyle and am enthusiastic about the future of fitness,” Muller said. “As a leader, I value diverse perspectives which I think will be critical in the long run as we develop a valued experience that can reach users in even more markets internationally.”

Phillips, who joined iFIT in November, carries over two decades of marketing experience, most recently operating as a Senior Advisor at McKinsey & Company. At iFIT, he oversees all aspects of the brand’s products including iFIT, NordicTrack, ProForm and Freemotion.

“I’m excited to build on our 50 year history and continue to lead the fitness industry forward through our pursuit of excellence in service to athletes everywhere,” Phillips sad. “I look forward to scaling our brands even further through unique activations and partnerships that underscore our innovation such as with our new iFIT AI Coach, which is currently in beta.”

The new hires come as iFIT recently announced the beta launch of its AI Coach, which uses artificial intelligence to help users achieve fitness goals with personalized and adaptive training. The brand simultaneously debuted its “World of Intelligent Fitness” and NordicTrack “Incredible Machines” marketing campaigns to usher in a new age for the brand highlighted by innovation under CEO Kevin Duffy.

“We are thrilled to expand our leadership team with the strategic appointments of Mark and Bart, during this exciting and pivotal time for iFIT,” Duffy said.“As we look to broaden our international presence and increase awareness of our innovative product offering, Mark and Bart will be instrumental to the growth of iFIT.”

The post iFIT Adds C-Suite Execs as AI Coach Launch Nears appeared first on Athletech News.

Freemotion Fitness, iFIT’s commercial equipment branch, is bolstering its executive team again. The company has hired Renaud Grout as its new senior vice president of international sales. In the role, Grout will oversee all areas outside of the North American and Latin American (LATAM) regions.

With Grout’s appointment, Freemotion’s senior vice president of sales, Chris McGill, will become senior vice president of dealer and LATAM sales, overseeing the company’s North American dealer network and LATAM businesses. 

“I am eager to contribute to the development of Freemotion – a vital brand within the wider iFIT family,” Grout said. “Freemotion has the capability and the opportunity to further grow and amplify the business and brand internationally – I am excited to work with the team and our sales partners to maximize these opportunities.” 

Having spent over 25 years leading the international business and growth of NordicTrack, ProForm, and iFIT, Grout brings a bevy of experience to the table for Freemotion.

Recently, the commercial equipment brought Adam Guier aboard as its vice president of sales in North America, hired Chuck Fedorka as vice president of operations and promoted Tom Sweigart to director of member care. All three wield over 20 years of experience in their respective fields and are working to broaden Freemotion’s market presence.

“The Freemotion business has and will continue to see significant growth in the international markets, the appointment of Renaud will only enhance and continue to drive this momentum,” added Mark Watterson, CEO of iFIT commercial.

Freemotion officially debuted its new 22 SERIES connected fitness cardio line at IHRSA 2024 earlier this month. The product features six connected machines including an incline trainer, a Reflex treadmill, an elliptical and three bikes including the CoachBike. All come attached with a 22-inch HD touchscreen capable of streaming iFIT content and feature tech that adapts things like incline and speed based on a user’s on-screen workout.

The post Freemotion Continues Global Expansion Efforts appeared first on Athletech News.

These days, cardio often gets put down as boring, mindless or downright ineffective, but it doesn’t have to be that way. 

When implemented correctly, cardio machines can still be an asset to gyms and fitness facilities, and a potent member-engagement tool at that. 

Freemotion Fitness and parent company iFIT are changing the game when it comes to what cardio machines are capable of, placing workout content and smart technology at the forefront to deliver a truly immersive experience that brings users in and keeps them coming back for more, whether in-facility or at home. 

Freemotion’s new 22 SERIES cardio line is specifically designed to leverage iFIT’s vast library of workout content, which includes around 17,000 coach-led workouts, ranging from hill climbs on an incline trainer to stationary bike rides through mountain ranges.

The 22 SERIES features six connected machines – an incline trainer, with its ramp going up to 30%, a REFLEX treadmill featuring an impact-reducing deck, an elliptical and three bikes including the popular CoachBike – all of which come equipped with 22-inch HD touchscreen displays that stream iFIT content and automatically adjust speed, incline, resistance, and even fan speed based on what’s happening on-screen, leaving users enthralled in their workouts. 

Best-In-Class Content Drives Engagement

iFIT workout content lies at the heart of the 22 SERIES experience. Gyms that install Freemotion equipment in their facilities get an automatic boost from iFIT, which is already being enjoyed by more than 7 million people across the world. 

“(Members are) coming in predisposed to iFIT, so being able to provide iFIT content on those 22-inch monitors is a huge benefit for attraction and retention,” says Adam Guier, VP/North America Sales at Freemotion. 

iFIT’s library of coach-led workouts includes content from Olympic Gold Medalist Michael Phelps and ultrarunner Tommy Rivers Puzey. The Utah-based fitness brand films its own content, sending its trainers to countries on all seven continents, including some exotic and exciting locales like Mount Everest. 

“We hear members say, “I went on a vacation to such and such place because I had exercised in that same location from virtually,’” Guier notes. “We also hear members who say, “I went on vacation, came back, and did the same run on the  console that I had done on vacation.”

Aside from providing travel inspiration, iFIT content on Freemotion equipment keeps users engaged along their entire fitness journey. 

“It’s addictive and it’s habit-forming,” Guier says. “We have specifically built our series to move along the fitness journey with the exerciser. So maybe you start as a walker, then you become a jogger and then you become a runner. We have content that will travel along that journey with you.” 

Machines That Work Out With You

The 22 SERIES experience goes deeper than displaying content on a flat-screen TV mounted to the top of each machine. With Auto-Adjust technology, each piece of equipment automatically adjusts the speed and incline based on what’s happening in the workout on-screen. 

Take a journey along the Cliffs of Moher in Ireland with Olympic gold medalist Sanya Richards-Ross – a workout that’s available on iFIT – and your 22 SERIES machine will automatically adjust to the terrain. 

“There’s a lot of other companies that have content on their consoles, but we’re the only one that actually have an Auto-Adjust feature. If the trainer says we’re going up this hill, the machine adjusts the incline to go up that hill,” Guier notes. “Whether you’re on our bike, elliptical or treadmill, it doesn’t matter, it’ll make those adjustments.”

Expert Guidance 

The 22 SERIES also solves a common problem with the typical in-gym cardio experience: most users don’t know what to do when they hop on a machine, so they choose the ‘Quickstart’ option by default. This can lead to repetitive – even boring – workouts, lackluster results and, ultimately, poor engagement. 

iFIT’s workout content isn’t only fun, it gives users access to expert coaches and expertly designed workout plans. 

“It’s as though you have a coach with you at all times guiding you on your fitness journey,” Guier says. “Having that integrated coach is a game-changer; they can take you to a different level.”

For gym operators struggling to hire enough instructors to run group fitness classes, Guier offers the option of a room filled with 22 SERIES equipment where members can work out virtually with expert guidance from iFIT instructors. 

“When I talk to operators, the biggest thing that they’ve had a hard time getting back post-COVID has been instructors, be it an indoor cycling instructor or a trainer on the floor,” he says. “We provide you with the content that bridges the gap.”

Guier sums up the 22 SERIES experience like this:

“People are looking for variety in life, and they’re looking to be coached,” he says. “The Freemotion 22 SERIES cardio line with iFIT content provides you with both of those.”

The Omnichannel Advantage

Gyms that install 22 SERIES equipment don’t just supply their members with a great experience in-facility, they meet their members where they are, including at home and while traveling. Members can take workout content with them on the go using the iFIT app or at home using equipment from NordicTrack or ProForm, other iFIT brands. 

iFIT recently struck a partnership to supply members of Fit Athletic Club in San Diego with complimentary access to iFIT content as part of their gym membership. iFIT has similar partnerships with other fitness brands, including a white-label content agreement with Planet Fitness. 

Delivering an omnichannel experience is increasingly important in today’s era of at-home fitness. Gyms shouldn’t be worried that their members are working out at home; they should embrace it, Guier advises. 

“You shouldn’t see it as a competitive product; it’s a complementary product to what they’re using in the gym,” the Freemotion executive says of virtual fitness. “I have everything I need in my home to work out, but I still want to go to the gym. I want that gym atmosphere, and that energy you find when you walk into a facility.” 

The post How Gyms Can Win Members With the Right Cardio Experience appeared first on Athletech News.

A longtime audio industry executive, Kevin Duffy joined health and fitness company iFIT a little over a year ago with some lofty ambitions. 

“Our vision is to create the world’s most effective fitness platform,” Duffy, who took over as iFIT CEO in October 2022, tells Athletech News. 

To accomplish that goal, Duffy and the iFIT team will lean on the brand’s massive catalog of proprietary fitness content, as well as equipment from iFIT-owned brands including Freemotion Fitness, NordicTrack and ProForm.

Under Duffy’s watch, iFIT also plans to lean further into artificial intelligence. The Utah-based company recently announced the launch of its AI Coach, a tool designed to help iFIT users achieve their fitness goals with personalized and adaptive training.

Athletech News spoke with Duffy about why he joined the fitness industry after a long career in audio, his long-term vision for iFIT and the state of connected fitness post-pandemic. 

The following conversation has been lightly edited for clarity and length.

Athletech News: Can you tell us a bit about your background and why you decided to join iFIT?

Kevin Duffy: I was at a company called Sound United for almost 20 years, serving as the CEO for the last six years. We were the owner of premium and luxury audio brands, like Bowers & Wilkins, Denon, Marantz, Polk Audio and others. That company was sold in April of 2022. Six months later, in October 2022, I joined iFIT.

I really like being in “passion businesses,” or businesses that are enthusiastic about something. In audio, it was about entertainment, whether music or movies. When this position came up, obviously the passion for health and fitness outcomes is much bigger from a societal perspective.

At the same time, iFIT has some material assets that I thought were interesting. First, of course, the brands. NordicTrack is a very powerful brand that’s been built over decades. Freemotion, which is our brand used for the commercial channel, provides some diversity, along with ProForm, and then we have iFIT, which sits over the top of everything; a lot of capital has gone into developing iFIT content. And we’re backed by L Catterton, which is a prestigious investor in all consumer products, but particularly in fitness. 

Lastly, this is an industry that’s in transition, so it’s a transformative opportunity. I’m not a big fan of just sitting still, so for me, all of these things together were exciting. 

ATN: How does iFIT stand out from its competitors, whether in the fitness content space or equipment?

KD: On the digital fitness side, our content is unique and so compelling; it’s what we call “destination fitness.” You can walk along the Cliffs of Moher with an Olympian in Ireland – I did that workout recently, which is why I’m using it as an example. It’s pretty cool when you get on a treadmill, you’re running with an Olympian and you’re going to do intervals. She’s like, “Okay, let’s go,” and when she says that, the incline moves on its own; it’s called SmartAdjust. That’s really motivating – it makes me want to run farther than I would on my own. We have content across every geography, all seven continents, and we were nominated for an Emmy for our Mount Everest climb. You can even run with penguins in Antarctica. There’s pretty much nothing you can’t do.

On the hardware side, I come from a business where we made a lot of hardware. It takes a long time, years and years of reps, to get good at making hardware. The fact that NordicTrack has been doing it for 40 years makes it highly differentiated, as well as Freemotion. We will continue to modernize our hardware, but it’s already a big asset. Our Dual Cable Cross product is prevalent in every gym. Our treadmill is definitely the best treadmill in gyms.

ATN: How does iFIT balance the fitness content side of its business with the equipment side? 

KD: From my perspective, if you’re on our equipment, great, if you’re not on our equipment, great, people just need to keep working out. That’s the mission. However, I do think iFIT in the gyms is compelling. iFIT today runs on Matrix equipment as an example, which is a partner of ours. There’s no reason it couldn’t run on everybody’s hardware. I think that’s a very logical possibility. 

Our hardware products need to be able to stand on their own, but they should also leverage our content and iFIT software. 

ATN: What’s your vision for the future of iFIT?

KD: Our vision is to create the world’s most effective fitness platform. That word “effective,” to me, is really important. There’s been so much talk in general about improving health, but from my perspective, we haven’t as an industry improved health outcomes enough. I want to make that more of a reality as I look to the future of our company, and I think we’re at a unique moment in time where technologies such as AI are making that more possible. 

ATN: How are you working to turn that vision into a reality?

KD: There’s a huge opportunity to personalize and create more habit formation. Personalization is so important because everybody’s fitness journey is totally different. Some people want to run a 10k, some a marathon, some want to lose five pounds, and some just want to be able to lift their grandchildren. 

We’re launching our AI Coach, which personalizes content and habit formation. Creating habits is a very personal experience. I joke sometimes that I just need someone to say to me, “Kevin, you committed to this and you didn’t do it. Why not?” But I bet we’d lose hundreds of thousands of subscribers if we did that with other people because people are motivated in different ways. Some people are motivated by community, some are motivated by achievement and goals. Some people just need a little push, like the AI Coach waking them up and telling them at 6:30am, “You committed to work out at 7:00am, here’s your workout. Are you ready to roll?” 

ATN: Given the recent turmoil in the market, how confident are you in the future of connected fitness?

KD: I think we’re in transition. We had this growth pre-COVID, and COVID exacerbated that growth rate to a non-sustainable level for basically everybody in connected fitness. Then we came back to reality post-COVID as gyms opened, which created a lot of turmoil. A lot of inventory was bought during the COVID period, so that’s all working itself through. A lot of that work got done in 2023. Our company is well positioned, having worked through that, although I think the industry still has some ways to go to work through it all.

But if you look out a few years, the future of connected fitness is undeniable. People’s workout routines have become more fluid. It’s hard to believe this won’t be a materially bigger part of the world three to five years from now than it is today. Which is another reason why I came to iFIT.  

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Hannah Eden first made her mark as a CrossFit athlete in 2013, showcasing remarkable determination and skill. Her career took a turn in 2015 when she, alongside her husband Paulo, launched PumpFit Club, a premium boutique gym in Fort Lauderdale, Florida.

Amassing nearly 500,000 Instagram followers, Eden has successfully partnered with leading brands, harnessing her dynamic energy to inspire and motivate a global audience. She works as an iFIT and NordicTrack trainer, introduced the HEF Training App, and launched her own apparel line, FYR Apparel.

Athletech News spoke with Eden about her journey from CrossFit athlete to successful fitness entrepreneur, and her ability to use immersive training to reach people from all walks of life.

The following conversation has been lightly edited for clarity and length.

Athletech News: As a former CrossFit athlete turned entrepreneur, how has your athletic background influenced your business approach?

Hannah Eden: My entry into CrossFit was somewhat accidental, but I approached it with energy. I strongly believe in our immense capacity, and I put all of mine towards achieving the lofty goal of winning the CrossFit Games. Despite my strengths, I also had weaknesses and suffered a back injury.

By that time, I was already coaching my own classes at another gym. I had dedicated every moment to being an athlete, but then I had to face the reality that becoming a top CrossFit athlete wasn’t in my cards. I had this fitness side hustle and thought, “What if I applied as much effort to my fitness business as I did to being an athlete?”

Our first business venture was opening our gym in 2015. I had no business experience, I was just 23 years old, but I brought discipline, structure and goal-setting from my athletic background. If you aim to lift a certain weight, you plan and work towards it. If you fail, you revise your approach and try again. This method of setting goals, planning, and making small, consistent efforts towards a larger objective is a skill I transferred to my business.

ATN: What strategies have you implemented to stand out in the competitive fitness industry?

HE: When I started working with iFit around 2017, I was already doing my own thing, sending out written programming via email, which was the norm at the time. My previous work involved breaking down workouts into parts and leaving the audience to do it on their own. iFit, however, introduced a more immersive approach. We did the workouts together, live, with no cuts or edits.

This format allowed me to be authentic, to admit mistakes and be more human. I believe this approach made a significant impact in the fitness space. More than just showing we are human, this method allows for deeper conversations beyond the typical workout instructions. It forms a personal connection with our audience. While it’s a bit odd because they know everything about me, and I know little about them, it becomes real when we meet during in-person retreats. 

ATN: You’ve organized numerous charitable events. How do you balance philanthropic pursuits with running your business?

HE: I’ve integrated my personal brand with my business, making charitable events a part of what I do. Initially, as I grew on social media, I was unsure of my purpose. The idea of being recognized just for physical attributes or social media presence didn’t resonate with me as a lifelong mission. Then, I realized the incredible reach of my platform. It felt right to use it for something greater than myself, satisfying me personally while raising awareness and funds, and integrating with my business.

A pivotal moment was in 2017 when my best friend passed away from cancer. I wanted to retreat, but I chose to channel that emotion positively. I undertook a mission to cycle and run around Iceland in eight days. This effort aligned with my passion for fitness, my desire to give back and my business interests.

ATN: What are some of the biggest challenges you’ve faced as a fitness entrepreneur, and how have you managed to stay resilient?

HE: The journey as a fitness entrepreneur has been multi-faceted. Firstly, personal branding means a significant part of my life is public. While this was a conscious choice, it’s not without challenges. Not every moment is a high; there are tough times, like the loss I mentioned earlier. It’s crucial to understand my core values and maintain a strong support circle. Over the past 12 years, I’ve learned to establish personal boundaries about what I share and what I keep private.

The second aspect is the pursuit of success in the fitness industry, which brings substantial exposure. I remind myself that playing in the big leagues means facing big challenges too. It’s about staying true to who I am, regardless of external pressures.

Resilience involves not just facing personal and professional challenges, but also adapting to the evolving fitness landscape, especially with the rise of online training platforms and apps. The integration of digital tools into personal training and the impact of this shift on traditional models is another crucial aspect of staying relevant and effective.

ATN: How do you integrate digital tools into your practice, and what impact does this have on the traditional personal training model?

HE: The advent of digital tools has revolutionized the fitness industry. When I started, it was all about in-person or written training; there wasn’t a digital component like video, which has since exploded. This digital shift allows us to impact people globally, reaching far beyond our local communities. It’s empowering to think that our online posts or workouts can help someone in the remotest parts of the world.

As a coach, it has also enabled me to broaden my skills and expertise. The accessibility of online training has allowed me to pursue certifications that might have been challenging to obtain otherwise, like my pre and postnatal certification I did while pregnant.

I’ve learned to adapt my routines to make them accessible and scalable for different fitness levels. As an influencer, people often want to mimic what you do, which can be tricky. By using video, I can provide variations for different skill levels. This approach helps make fitness more inclusive and reduces the risk of injury for those who might feel overwhelmed. 

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iFit, a global health and fitness technology subscription company with brands such as NordicTrack, ProForm, Weider and Freemotion, is gearing up for the upcoming launch of its new AI Coach, set to debut in January of 2024.

The virtual AI Coach will launch in beta as the fit tech company tests and refines its artificial intelligence capabilities to help users achieve their goals with personalized and adaptive training. 

To hit the mark and spread the word on its new endeavors under CEO Kevin Duffy, the Utah-based iFit is unveiling two new brand campaigns, “World of Intelligent Fitness” and “Incredible Machines,” that spotlight iFit and NordicTrack, respectively.

“We are exceptionally proud of our heritage as the inventor of world-class at-home and connected fitness equipment,” said Duffy, who was appointed to his role in October 2o22. “Since our founding nearly 50 years ago we have continued to innovate and improve our offering in service of the athlete and anyone who wants to improve their life via a holistic and intelligent approach to fitness.”

Duffy noted that iFit’s two campaigns emphasize the fitness company’s new direction. The brand’s 30-second spots, created by AKQA’s San Francisco studio, will begin airing in domestic and international markets across television, digital and social platforms.

“The campaigns underscore how our incredible machines and intelligent fitness enable people to achieve more by maximizing their potential through personalized technology and inspirational programming unlike anything else on the market,” Duffy said.

iFit’s spot highlights the power of intelligent fitness integration across NordicTrack, ProForm and Freemotion equipment with performance tracking and illustrates the benefits of tech-driven adjustments with SmartAdjust and ActivePulse. The ad shows how fitness enthusiasts can push their limits while remaining informed about recovery needs. The NordicTrack campaign pays homage to the brand’s treadmill and expertise in building premium fitness equipment over the last 50 years.

“It was inspiring to craft these stories based on the incredible way they combine their technology, incredible content, and expert guidance,” said John Gordon, group creative director at AKQA. “We hope this work inspires people to start their own fitness journeys, and are looking forward to continuing to develop this campaign with the iFit and NordicTrack teams.”

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Hydrow, an at-home connected rower brand, has announced it has reached a lawsuit settlement agreement with iFIT. The rowing company enjoys a bevy of celebrity backers, including Lizzo, Justin Timberlake, Aaron Rodgers, and Whitney Cummings, and comedian and actor Kevin Hart signed on to Hydrow as Creative Director in 2020.

Hydrow filed a design patent and trade dress infringement action against iFIT and its NordicTrack RW700 and RW900 rowers earlier this year. As part of the settlement with Hydrow, iFIT has agreed to redesign certain aspects of the rowers named in the lawsuit.

Hydrow claimed that iFit had been “wrongfully enriched,” and that the rowing company had suffered losses in sales and goodwill as a result. The at-home rowing company claimed that iFIT attempted to capitalize on its success, and that the RW900 “copies all of the significant aspects of the award-winning design that has led to the success of the Hydrow Rower,” according to the filing.

The settlement agreement’s remaining terms are confidential.

“We’re pleased with the outcome of the settlement,” shared Bruce Smith, CEO and Founder of Hydrow, Inc. “Every single facet of Hydrow’s distinct design plays an equally critical role in creating the unique experience we deliver. To ensure our customers receive the highest quality of products, we remain steadfast in our commitment to protecting and enforcing our intellectual property rights and its goodwill within the brand.”This past March, the connected rowing company announced a $55 million Series D funding round, and has considered an IPO or merging with a SPAC, according to Bloomberg. Hydrow, like many other tech-based and fitness companies this year, recently laid off employees due to economic uncertainty, joining Tonal, F45, and Whoop.

Featured Photo by Wesley Tingey on Unsplash

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A Smart Gym, in the context of this article, is any at-home training equipment combined with technology that can connect you to virtual training or provide feedback on your workouts. With that explained, we will break down some of the top smart gym products in the industry and compare which are best for you, depending on your fitness goals.

Smart Gyms have exploded over the last few years due to their convenience, a small amount of space needed, and access to virtual training. Of course, the pandemic only boosted the demand for home fitness equipment by closing gyms, remote work, and lockdowns. The market and popularity of at-home fitness continue to grow even now.

Mirror Smart Gym

Up first is the sleek design of the Mirror. It functions as a mirror when it’s off, but once you are ready to start training, it turns into a video library of over 10,000+ classes on demand. These classes can range from yoga to boxing classes. Courses can be online alongside other Mirror members, where you can receive live feedback and one-on-one sessions with a personal trainer. 

Access to that number of classes can be overwhelming, but Mirror anticipates this and offers weekly curated classes based on what you like to do. The Mirror takes personalization even further by displaying your heart rate on the screen, but you must pair it with your heart rate monitor or smartwatch. You can play your favorite artists through Mirror or opt for their curated playlists that change depending on your activity.

Mirror also has a community where you can compete with each other in exercise-based games. Suppose competition is not your thing but still like the social element of working out together you can do that too. You can exercise with your friends and do the same training program. They also have a “health score” that you can keep track of to keep you motivated and pushing to better numbers.

The Mirror is an excellent option for individuals who are just getting started in their fitness journey or whose main goals are cardio and calisthenic based and are looking for a minimalist set-up that takes up a small amount of space.

Athletech News recommends The Mirror Pro if you are starting from scratch since you will gain your choice of 1 pair of weights, a workout mat, foam roller, and yoga block. The Mirror Pro goes at $1795 but has a financing option with Affirm where you can pay as low as 0% APR and $38 a month when this is published. If you have these accessories handy already, you can go with The Mirror, which will only include the product itself and an adjusted price of $1495 with the same financing offered by Affirm. Mirror Membership is also $39 a month with a 12-month commitment.

Tonal Smart Gym

Tonal is similar to Mirror in that it is mounted to the wall and offers personal training. The cable resistance weights (up to 200lbs) make it one of the most versatile options in the market today.

Marketed as the “smartest gym,” Tonal can provide you with personalized training, strength assessments that affect how Tonal can structure your workouts and performance analytics for specific parts of your body. Unlike your standard cable machine, Tonal has “Adaptive Weights,” meaning you do not benefit from the inertia of your movement, meaning you experience the same resistance throughout your range of motion. You can even have a “Dynamic Weight Mode” that changes the cable’s resistance in different areas of your rep. Essentially, you are working harder and getting a better workout to help you attain your goals.

Tonal not only offers weighted training, but you can also do yoga, interval training, and even meditation. Versatility is expanded further in the accessories you can have with Tonal, like the rope, bench, and my favorite, the bar. The bar will let you do some of the traditional movements of squat, deadlift, and benchpress using the adaptive weights of Tonal. 

Tonal is for anyone and everyone, no matter what their goals are. The versatility of this gym is unbeatable, but with that, the cost is much higher than their competitors.

The price of Tonal with accessories (smart bar, handles, bench, rope, mat, and roller) will be $3490. A steep price for sure, and that does not include the Tonal Membership, which unlocks all the features like progress tracking, personal training, and workout programs. Tonal membership will be another $49 a month as of publication. The upfront price can be eased by financing by Affirm to as low as 0% APR.

NordicTrack Fusion CST and Vault

The NordicTrack Fusion CST Studio is almost like a Tonal and Mirror combined. It has cable resistance weights with a mirror to watch your form. It also comes with a 10-inch tablet that mounts on the mirror so that you can stream your workouts and keep up with your training metrics.

As with other competitors, they also offer mindfulness exercises with their membership and training programs. Interestingly, your trainer can adjust your weight depending on your performance to keep proper form which is a stand-out feature. Unfortunately, what also stands out is how much more space the CST Studio takes up than the Mirror or Tonal. It does not mount on the wall and fold up neatly to decrease its footprint. The footprint and space it takes up could be a dealbreaker if you are someone who lives in a smaller space.

The NordicTrack Fusion CST Studio is an excellent piece of equipment and versatile, much like the Tonal, as long as you have the floor space. If the Tonal was a little pricey for you, the CST Studio sells at $2495 or $64 monthly, as low as 0% APR. Membership for iFit personal training is $39 monthly.

The NordicTrack Vault: Complete Set is a direct competitor with The Mirror. They offer similar personal training and specs, except, in this case, the Vault is a better buy for the value. You get a range of weights from 5 to 30lbs, resistance bands, and two kettlebells at 20lbs and 30lbs. They can also be stored inside the Vault to save space. This feature puts it ahead of The Mirror for value and convenience.

The Vault is going for $1999 or $46 monthly, as low as 0% APR when writing this article. The monthly membership for personal training is the same at $39 monthly.

Tempo Studio Plus

The Tempo Studio Plus is similar to The NordicTrack Vault in that it is a stand-alone smart gym with no drilling required. Some but not all of the weights and accessories are stored inside the Tempo Studio. That being said, the bench and barbell can be stored behind the Tempo Studio if placed strategically.

The Tempo smart home gym offers personal training with a screen to watch your trainer and your form. A stand-out feature for the Tempo Studio is its camera that will notify you on-screen if you are using incorrect form. It does this by recognizing the weights, the rack, and the bench with the built-in camera. The camera is a valuable feature if you have ever been injured because of poor form or are just starting your fitness journey.

If you are starting your fitness journey, this can be an excellent choice. The guided assistance with form and personal training can take you along the path you want to be on for your goals. The Tempo Studio is also a solid choice if you need something to keep you more consistent with working out when you do not want to make that drive to the gym.

If you are a little more advanced, this may not be for you, considering the weight provided in the package is only 75lbs.

The Tempo Studio Plus package is selling at $3245. A steep price, but you have to factor in getting a bench, 75lbs of weight, and a 25lb barbell. You can also opt-in for financing at 0% APR and as low as $68 monthly.

PRx Foldable Rack Packages

We have a bonus product for you if you are more of a traditional weightlifter but want something more familiar and compact. PRx has multiple foldable rack packages for whatever you might need. These racks bolt into the wall and fold into the wall to decrease their footprint. They can come with various weights, two barbells, plyobox, resistance bands, kettlebells, dip station, bench, etc.

These foldable racks are the perfect solution for more advanced fitness enthusiasts that want a home gym set-up. If you don’t necessarily need personal training or want something at home when you don’t want to make that commute to the gym, this is for you.

The PRx Foldable Racks are in a price range of $1900-$5200 at the time of writing.

Athletech’s Best Overall Choice

Considering versatility, personalization, and how little space it takes to install. Athletech News gives the best overall smart gym to Tonal. While Tonal is one of the more expensive packages, it is the most versatile. Its adaptive weight technology and variety of classes tailored to your level of strength will help you accomplish your goals whether you are just starting or are more advanced.

Tonal continues to stand out from the time of its release to now, and we expect to see more great things come from the company. Whether that is a new product or more accessories is yet to be seen. Athletech News would like to see a more budget-friendly addition to their line-up but remains our best overall choice for a smart gym.

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Hydrow Inc., the maker of the Hydrow Rower, has brought a design patent and trade dress infringement action against iFIT.

Hydrow claims in the filing that iFIT, which develops and manufactures fitness equipment under the NordicTrack brand, recently launched the RW900 Rower, which infringes on its patent and design.

The at-home rowing company claims that as a result of the infringement, iFIT has been “wrongfully enriched” and Hydrow has been “harmed by the loss of sales and good will.” Hydrow is suing for injunctive and monetary relief.

According to the fitness rowing company, iFIT sought to capitalize on its success, and the RW900 “copies all of the significant aspects of the award-winning design that has led to the success of the Hydrow Rower.” 

Hydrow claims that iFIT began selling the RW900 just a few weeks ago and was served with a cease and desist letter. According to Hydrow’s filing, iFIT has not agreed to stop selling the RW900.

In the action against iFIT, Hydrow dives into the history of the company and says that Bruce Smith, founder of Hydrow, has significant experience with rowing and coaching rowing. The filing points out his ancestor, W.W. Ruddock, built single sculls for Harvard’s crew in the late 1800s.

Rowing machines were “ugly, noisy, and boring” before Hydrow launched, according to the rowing company, and these characteristics were intentional as rowers were meant to appeal primarily to those committed to the monotony of rowing.

Hydrow points out that Smith launched a “stylish and fun” rower in 2018 and that the average observer would be duped into believing that the RW900 is the same as Hydrow’s design. 

Hydrow has celebrity investors including Kevin Hart, Lizzo, and Justin Timberlake, and is said to be in talks to go public.

The CEO of iFIT recently resigned after the company received a $355 million investment from L Catterton. The company has gone through several rounds of layoffs.

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NordicTrack from iFIT has announced the release of its latest connected fitness innovation, the NordicTrack iSelect Adjustable Dumbbells. The patent-pending voice-controlled dumbbells will work with Alexa and offer stability during floor exercises with its square design.

With a voice command to an Alexa-enabled device, the iSelect Adjustable Dumbbells can electronically adjust from 5 to 50 pounds in seconds, making fitness routines less disruptive than traditional weight adjustments between exercises.

The NordicTrack iSelect Adjustable Dumbbells, priced at $429, are available on Amazon.  

“We are thrilled to offer the first ever voice-controlled dumbbells that work with Alexa,” said Mark Watterson, Chief Experience Officer for iFIT. “Our patent-pending electronic adjustment eliminates the pain points of cumbersome mid-workout weight change found on other adjustable dumbbells, like decreased heart rate and reduced time under tension, creating a truly uninterrupted and transformative experience.”

NordicTrack ensured that the dumbbells could also be mechanically adjusted with the turn of a knob and feature knurled handles for improved grip. 

The NordicTrack iSelect Adjustable Dumbbells include a one-month iFIT membership, which grants users access to a vast content library of workouts created by iFIT trainers. Members can follow the iFIT trainer’s cues and use voice commands to adjust the weights as needed. The iFIT membership will auto-renew at $39 per month plus tax, but is not required to use the NordicTrack iSelect dumbbells.

Alexa recognizes three skills for the NordicTrack iSelect dumbbells: setting weight to a specific amount, increasing or decreasing weight, and setting weight presets for specific exercises. 

The iSelect dumbbells can save and automatically adjust to a user’s preset for 15 different classic dumbbell exercises, including biceps curl, overhead shoulder press, lateral shoulder raise, front shoulder raise, triceps extension, bent over row, chest press, squat, deadlift, lunge, lateral lunge, wood chop, chest fly, reverse fly and renegade row.

Last summer, iFIT acquired SWEAT, a move made to provide the two with opportunities for collaboration on content development. A new strength workout series with SWEAT founder Kayla Itsines is available, along with other fitness series featuring iFIT trainers like Casey Gilbert, John Peel, and Gideon Akande.

The new connected fitness device from iFIT comes after the company shelved its IPO plans last year, citing unspecified “adverse market conditions.” Some market experts suggested that investor demand may have been lackluster due to external factors, like high energy costs and inflation. In a statement, iFIT stated that it would continue to assess the market and the timing for its future IPO.

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Global fitness and tech company iFIT recently announced an IPO of its Class A common stock, offering 30,769,231 shares. iFIT’s brand portfolio encompasses NordicTrack, ProForm, Sweat, Freemotion, Weider, and 29029, utilizing the company‘s integrated health platform. The proprietary iFIT system includes interactive hardware and exclusive content that services 6 million members in over 120 countries.

Highlighting iFIT’s philosophy, Co-Founder and CEO Scott Watterson included a memorable motto in the SEC filing letter.

“An Asian proverb I learned long ago has influenced the company and me through the years: bu jin ze tui, which means, ‘If you’re not progressing forward, you’re moving backward.’ iFIT’s unique, seamless technology, workout series, and continual innovation embody forward movement and progress. We are humbled by the role iFIT plays in our member’s lives in keeping them moving forward, empowering them to change for the better, and enjoying the benefits of better physical, mental, and emotional fitness and well-being.” 

The health and fitness platform reports that during 2021, 142 million workouts were streamed both live and on-demand across its range of fitness products. The company has also started offering content in eight languages as it looks to focus on global interest. Noting that the content offerings go beyond just fitness, iFIT says its library that includes mindfulness, nutrition, and recovery has given members a holistic experience that has led to a 229% growth over the years and boasts an average rating of 4.7 stars out of 5 from member reviews. 

The fitness tech company acknowledges that it is enjoying the global wellness industry wave that has proved to be a smooth ride with favorable conditions. In its filing, it mentions the sustained and consistent growth of the industry, despite economic challenges and cycles, and says that the company’s vast offerings of equipment put them in the best position to service consumers in the fitness market. The interactive fitness company points to a Frost & Sullivan report that projects the global health and wellness market to have an estimated total value of $5.9 trillion by the end of 2021.

Planet Fitness and Orangetheory Fitness already have key relationships with iFIT, and the fitness company hopes to expand to more commercial sales and strategic partnerships. Orangetheory Fitness currently uses iFIT’s patented technologies in their studios, and Planet Fitness members can access exclusive iFIT content on the Planet Fitness app. 

iFIT also has joined the mindfulness game with MindTM, which was created with the helping hands of mental health experts and has proven to attract new iFIT members. 29029, a recent acquisition of iFIT, is touted as a “premier wellness tourism event and community.” 29029 represents the 29,029 feet it takes to summit Mount Everest and serves as a retreat for endurance hiking enthusiasts.

iFIT believes that fitness tourism isn’t fully represented and sees an opportunity to bring current members to new heights, stating, “As we expand into adjacent categories, which we believe are currently underserved, we believe we will enhance stickiness of current members and create more on-ramps into the IFit ecosystem.”

The initial public offering price is slated to range from $18.00 to $21.00 per share, with the company trading on the Nasdaq Global Select Market with the ticker symbol IFIT. Underwriters for the iFIT IPO include Morgan Stanley, BofA Securities, Barclays, and Citigroup.

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Dish Network and its subsidy, Sling TV, have filed lawsuits against three prominent fitness companies — Peloton, Lululemon and NordicTrack’s parent company, Icon Health & Fitness, — alleging that their streaming methods infringe on a patent owned by Dish. The company has also filed a complaint with the U.S. Trade Commission saying the same.

At issue is a method invented in the mid-2000s by Move Networks, a Utah-based company that helped revolutionize streaming video in an age of constant buffering. Move’s HTTP-based Adaptive Bitrate Streaming, or ABR, sliced the full content file into smaller units, called “streamlets,” and delivered them in accordance with the bandwidth available throughout during the stream. Instead of simply shoveling video content through whatever connection and the portal the user possessed, ABV took the users’ capabilities in mind to continually deliver the best video possible. Though little known by the general public, many in the industry considered it a breakthrough for streaming.

So how did this land a satellite TV network in court with three chic fitness brands?

It’s complicated. In 2011, Echostar, which once owned Dish Network and maintains a convoluted corporate relationship to it, purchased Move and all its patents. Dish’s subsidy, the streaming service Sling TV, utilizes ABR technology. Dish is asserting that the streaming processes of Peloton, Lululemon and NordicTrack also use “streamlets,” making them similar enough to ABR to infringe on their patent.

Dish also filed a lawsuit against Spanish-language cable network and content provider Univision, claiming its streaming was too similar to ABS. The two parties settled out of court in 2019.

Streaming classes have become an increasingly important part of the business model of makers of home fitness equipment, particularly as the COVID-19 pandemic has stationed many fitness buffs at home and live classes help fill the void of community once offered at gyms.

Peloton was founded in 2012, with the goal of adding internet-enabled instruction to cycling. NordicTrack has been a brand name since the 1970s and has branched into streaming. Lululemon, best known for status symbol yoga wear, entered the home exercise sphere with its $500 million purchase of Mirror in June of 2020. An equipment-less screen, Mirror is entirely dependent on streamed and downloaded content.

Through its lawsuit, Dish Network is hoping courts and federal regulators will agree that their streaming capabilities aren’t just state-of-the-art, but possess a legally enforceable resemblance to a patented mode of video streaming.

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These Peloton Alternatives also make attractive smart bikes that are worth considering

Peloton has become so associated with the idea of internet-connected stationary bicycles that the brand may become a fill-in for the concept, like how iPods were once used interchangeably with MP3 player or Kindle with e-reader. However, the market for high-tech stationary bikes is vast and had been developing long before the pandemic. Here are six Peloton alternatives to consider. If you are considering price points, owning a Peloton costs about $2,500 for the first year and $500 each year after, accounting for subscription fees.

Bowflex VeloCore ($1,699 – $2,199)

Right before lockdown and the rise of Peloton, Bowflex (a name you might remember from late ’90s/early ’00s infomercials) released its most advanced bike, the C6. The bike had no video screen, just a mount for a phone or tablet. In the age of connectivity, that would do and in October, the company presented the VeloCore. The range of costs mostly account for differences in size and touch-screen capabilities of the video panel.

Perhaps VeloCore’s most unique feature is “lean mode,” which allows users to angle from side to side, supposedly offering a more full-body workout. Reviewers praised the feature, as well as VeloCore’s sound-reducing magnetic resistance system and its media adaptability — it plays all the main streaming services and even works with Peloton and Zwift apps. Some noted lack of live classes and leadership boards, well-known aspects of the Peloton experience.

NordicTrack S22i ($1,999)

According to reviewers, the NordicTrack S22i sets itself apart with its ability to automatically adjust inclines, declines and resistance, creating a smooth ride. The Peloton alternative bike also includes virtual courses for its 22-inch screen, gathering praise for its simulations of riding through the jungles of Vietnam, the beaches of Hawaii or ruins in Turkey — an appreciated escape given the COVID-19-related hazards of travel. The bike also has a built-in fan that emulates the breeze on your face, showing NordicTrack really put stock in the stimulated experience. Reviewers also liked the 360-degree adjustable screen, which helped them when streaming non-bike-related content, but some said the seat was a little rough. Some have also grimaced at the generic workout music that comes with its programs, a sharp contrast with the playlists of hits available via Peloton’s contracts with Spotify and Apple Music.

SoulCycle At-Home Bike ($2,500)

With a price point and cult brand following to match, the SoulCycle bike is the cycle that comes closest to directly competing with Peloton. Reviews have praised its smooth ride and the high-resolution of the 21.5-inch screen, better by which to stream the fitness classes for which it is named. The bike doesn’t include a leaderboard and its metrics are limited to power output and calories burned (no heart rate), which some have attributed to SoulCycle trying to create an experience rather than a competition. That is not to say it’s limited to streaming Cycle content: like Pelotons, these bikes can connect to Netflix and other outside video apps. The corresponding subscription service for the bike, Equinox+, is also not a budget-minded purchase at $40 a month, but includes a range of classes outside of cycling. If the cost is an issue, the SoulCycle at-home can also be purchased in monthly installments of $64 over 39 months and the company now guarantees shipment in three weeks after some issues with delays.

Echelon EX5S Connect Bike (1,599)

Echelon’s EX5S Connect Bike mirrors many of the connectivity features that have elevated Peloton into a fitness craze, according to reviewers, including leaderboards, frequent live classes, a sizable and diverse library of on-demand workouts for the subscription fee, both involving the bike and not. The less fine resistance controls and lack of access to top music services seems to be the key difference to consider. The EX5S also doesn’t connect with outside programs, like Netflix, if you are the type to catch up on your shows during rides. On the plus side, some have liked the compact design of this Peloton alternative bike.

Myx ($1,299)

With a price tag several hundred dollars below a Peloton and most competitors, the question at the heart of the Myx is: Can a budget bike compare? Some reviewers think it can. The most noticeable difference is that most smart bikes use magnetic resistance whereas Myx uses friction resistance, losing some of the smoothness and quietness of a Peloton. However, Myx scored high points for its adjustable screen and handlebars, good for taller riders. Monthly subscriptions to its in-house video content are $29 and reviewers have noted a good array of non-bike classes, including barre, body sculpting, yoga and meditation. Also, Myx does away with leader boards and instead compares progress against users’ stated fitness goals, which may be more your style.

ProForm Studio Bike Limited ($1,499)

ProForm is trying to scoop up customers who don’t have a disposable grand to spend on a connected bike. Its Studio Bike Limited is available on a three-year payment plan for $39 a month. Reviewers have found the bike to be pretty similar to a Peloton, with classes available on its iFit program. The ProForm Studio Bike Limited doesn’t have automatic resistance control or heartrate monitoring, but those seem like bells and whistles many could live without.

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