As the modern fitness age begins to take form, gyms and fitness studios are reaching out by the many to offer new modalities, benefits and methods of application. Few, if any, are going further than iFIT, the global fitness technology company. 

iFIT, Inc., with support from its commercial equipment division Freemotion Fitness, has an extensive history of making versatile digital fitness options available to a wide audience, most recently with its AI Coach and new suite of smart machines. In doing so, iFIT has solidified itself as a leading facilitator of hybrid fitness. 

Hybrid fitness is the concept of working out in different environments whether you are at home, at a gym, or on the go, integrating both in-person and digital elements. This approach allows individuals to participate in a range of activities — such as strength training, cardio, and yoga—through live classes, on-demand videos or virtual sessions. By leveraging technology for personalized fitness plans, hybrid fitness fosters community and accessibility, making it easier for people to maintain an active lifestyle.

“Hybrid fitness” is also about more than your environment, it represents the different ways you can tackle your wellbeing. iFIT intentionally goes beyond standard fitness with its content, touching on an abundance of factors like mental health, general fitness education and more. 

Addressing Mental Health

More than one in every five adults in the United States lives with some sort of mental illness, according to the Centers for Disease Control and Prevention (CDC). It would be a miss not to address the connective tissue between the body and mind. As a sector that looks to improve population health, the fitness industry has both a responsibility and an opportunity to play a vital role in this growing issue.   

As well as providing safe and supportive spaces for people to exercise, creating inclusive environments and training staff to be more aware of their members’ mental health needs, the fitness industry can also harness technology in these efforts.  

For iFIT, addressing wellbeing is top of mind. The brand works to establish a community feeling with engaging and supportive workout content. Take its Heart to Heart series for example, which takes users on a walk with iFIT trainers who share the ups and downs of their personal stories of overcoming hardship.

“iFIT’s trainers connect users at a human level with content series like Heart to Heart,” said Kelly Fuson, iFIT Senior Director of Global Marketing, Commercial. “This is something you could do in the gym, on a cardio machine at home, or outside in nature.”

Additional series that help to address wellbeing include the Anxiety: Work It Out Series with iFIT Guide Dr. Jarrod Spencer, which shares anxiety-relieving advice during virtual walks through the Caribbean and the Climbing to the Top Series with iFIT Trainer George Hincapie, which takes you to the peak of the legendary Haleakalā Volcano and includes stories of mental resilience. 

Wellness IQ

The concept of a Wellness IQ has come up more recently as a way to measure how savvy an athlete may be at understanding their own fitness and wellbeing and how to improve it. It acknowledges that we are all on a unique journey and discovering what works for each individual and how to go about doing it properly, whether it be stretching, strength, or cardio.

iFIT offers users a very inclusive experience, no matter their level of fitness. For those who might be intimidated at first in gym environments – and would perhaps prefer a more remote setting in which to take the first steps of their fitness journey – iFIT provides beginner-friendly and convenient workout options that can help individuals make the most of their gym memberships over time as they gain more knowledge and confidence. 

“The beauty of iFIT is that it allows people who might be new to fitness or just starting their journey to accomplish a specific goal become more confident with different types of workouts and techniques at their own pace and in any setting they feel comfortable in,” said Fuson. “The ultimate goal is to serve an athlete at each step of their journey, one that hopefully has them maximizing their gym, studio, or even corporate fitness center through content that comes to life on our Freemotion cardio machines or through strength training with our GENESIS cable machines.”

iFIT’s open and versatile form of educational content combined with its high-quality machines paves the way to an evolved, more fitness-literate world. 

“A goal of ours is to either be a gateway to hiring a personal trainer, or help augment an existing personal training plan by filling in the gaps in between sessions, and over time increase an athlete’s Wellness IQ,” Fuson added. 

Hybrid Fitness Appeals to All

Consistent gym goers, moderate fitness enjoyers, those who like to experiment with new modalities or just casual consumers all stand to benefit from iFIT’s Hybridization, as the brand offers features catering to all consumer identities. 

Today, however, those who lead a balanced lifestyle between physical, nutritional and mental wellbeing and those who continually evaluate new fitness programs, products and services are experiencing the most growth year-over-year, according to iFIT.

The needs and wants of modern fitness consumers are changing. An increasing number now look to improve their overall health and wellbeing – including mental health – rather than to purely build muscle. With its inclusive approach and huge variety of options that cater to people of all ages and backgrounds, iFIT offers the perfect hybrid solution to fitness operators – no matter who their members are. 

This article originally appeared in ATN’s Gym of the Future Report, which explores the technology, equipment and sustainable practices driving a new era of personalized fitness and wellness experiences. Download the free report.

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Fitness and technology now go hand-in-hand, as seen with leading fitness operators, franchises and equipment makers leveraging the latest innovations. With consumers well-adapted to smartphones and wearables, it’s become an expectation for many to have data at their fingertips or to be entertained by a screen.

Here are some of the top fitness brands and operators that are meeting the needs and expectations of consumers looking for a tech-forward approach along their fitness journeys.

Boutique Fitness Goes High-Tech

Orangetheory, which launched in 2010, is considered one of the OGs of fitness technology, with heart-rate tracking technology at the heart of its boutique fitness operation. 

Having recently merged with Self Esteem Brands and poised for global growth, Orangetheory continues to elevate the fitness experience with real-time metrics and smart equipment for a holistic, individualized workout. 

One of Orangetheory’s standout innovations – the OTbeat – tracks a member’s heart rate throughout the workout and provides helpful feedback to ensure they stay within their optimal training zones.

“Members find their sessions more rewarding because they can clearly see the results of their efforts on the connected equipment and monitors in the studio and on their mobile app post-class,” Orangetheory’s chief technology officer Ameen Kazerouni said.

The data is also fundamental for Orangetheory coaches, allowing them to make adjustments that ensure members are appropriately challenged. Beyond the studio, the data is anonymized and utilized for program development.

“Our team of fitness experts and data scientists constantly analyze workout trends and outcomes,” Kazerouni explained. “Their analysis supports the continuous refinement of our workout.”

Data-Driven Smart Equipment

Despite some changes in the fitness landscape in the post-pandemic era, smart home gym Tonal remains bullish on at-home fitness and for a good reason. The company has amassed an enormous amount of data on human strength training outcomes that it says is revolutionizing the workout experience. 

Strength training has been at the heart of Tonal since the 2018 debut of its at-home fitness system that uses digital weights and offers a hyper-personalized experience.

“No matter what an individual’s goals are, Tonal can assess and then guide that person to their outcome successfully thanks to nearly 200 distinct exercises, multiple weight modes, the highest production-quality guided content and industry-leading artificial intelligence,” Tonal’s chief product and content officer Jonathan Shottan said.

Harnessing data has made Tonal an engaging and effective experience for its users, with the smart gym maker sharing that its members make 70+% strength gains in their first year on average.

“Unlike many other companies that capture data, Tonal is in the unique position to provide actionable insights in the same closed-loop system,” Shottan continued. “The more you use the product, the smarter it gets for you personally, and the smarter it gets as a whole.”

Smart workout equipment brand Echelon is fueling the connected fitness space for gym and studio partners, launching in 2017 as an omnichannel fitness solution that allows users to work out wherever they are.

“In today’s fast-paced world, everyone expects convenience, flexibility, and personalization in all services, especially fitness – no matter where they are working out,” said John Sweeney, Echelon VP of commercial sales. “If it’s not accessible, seamless and an easy experience, people move on. The tolerance levels are short.” 

Offering a connected experience increases usage and results, which drives customer engagement, Sweeney said. The smart gym maker offers real-time performance tracking, interactive elements like live leaderboards and Echelon Worlds, a gamified racing platform where users can compete against friends, a computer or themselves.

“These features foster a sense of community and competition, motivating all to go to their next level – whatever that may be,” Sweeney said. “Moreover, offering the ability to integrate personal training and group classes directly through our product makes for a more comprehensive and engaging fitness journey.”

Immersive Experiences

Freemotion Fitness, the commercial equipment division of iFIT, is charting a new course in fitness with immersive experiences on its 22 Series, a line of cardio machines that provide a virtual passport to a global adventure.

The equipment maker has breathed new life into treadmills, incline trainers, indoor bikes and more, with 22-inch HD screens depicting exotic locations across all seven continents thanks to its integration with iFIT’s digital content platform. Fitness enthusiasts working out on the new series work up a sweat while being transported to the beaches of Bora Bora or the Swiss Alps, offering a momentary escape from the mundane.

“The iFIT Global Workouts offer an unparalleled variety of experiences,” Freemotion Fitness CEO Mark Watterson said. “Whether members are looking for high-intensity interval training, scenic runs, or challenging hikes, there is something for everyone.”

Watterson noted that the approach has kept members engaged and motivated, and it’s also been a game-changer for gyms and health clubs.

“It not only enhances the member experience but also helps in retaining clients who crave variety and novelty in their workouts,” he said. “With Freemotion and iFIT, gyms can tap into the global trend of outdoor fitness, offering members a unique selling point that sets them apart from competitors.”

This article originally ran in ATN’s Technology & Innovation Outlook 2024 report. Read more about the transformative impact of cutting-edge technology on the fitness and wellness industry and download the free report today.

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Freemotion Fitness continues to expand the reach of its products and services. The commercial equipment division of iFIT has announced a partnership with Grupo Multi, a Brazilian fitness distribution company. The partnership will increase Freemotion’s presence in Brazil by incorporating its full range of cardio and strength equipment, as well as iFIT content subscriptions, into Grupo Multi’s offerings.

André Poroger, VP of Products at Grupo Multi, said that adding Freemotion to its portfolio allows them to offer a more extensive selection of fitness products and services for all market tiers in Brazil. The partnership positions Grupo Multi as a comprehensive fitness provider.

“By integrating Freemotion … into our portfolio, we are enhancing our already successful brand and establishing ourselves as the go-to fitness solution provider,” Poroger said. “This move allows us to offer the widest range of high-quality products and services that cater to diverse customer needs and preferences.”

Founded in 1987, Grupo Multi is a diversified Brazilian company operating in over 14 categories. The group ranked among the top 200 companies in Brazil in 2021, according to the company, which offers over 5,000 items through 30,000 points of sale and 90+ marketplaces.

Freemotion’s products, which focus on integrating global fitness trends and technology, will offer Brazilian customers new training options. “This collaboration allows us to reach a wider audience and contribute to the health and wellness of communities across Brazil.” said Mark Watterson, CEO of Freemotion.

This announcement comes after Yvette Cisneros was named the new Freemotion sales director for Latin America. She brings extensive experience in market expansion and sales strategy to the role.

The integration of Freemotion into Grupo Multi’s portfolio reinforces the company’s position as a key player in Brazil’s fitness industry, providing an array of equipment and services, including financing and technical support. Earlier this month, ATN reported on Freemotion’s upgrade of England’s Elevate Health & Fitness Club’s fitness hardware offerings, which led to a 15 percent increase in usage.

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We’ve never been more aware of the mental and physical benefits that coincide with being outdoors. The fitness community is no exception to this — leading to an increased worldwide demand for exercise in natural environments.

Like countless other aspects of the fitness industry, the COVID-19 pandemic affected this trend, giving it an additional boost as people sought safe, open-air alternatives to indoor gyms. Sports & Fitness Industry Association (SFIA) shows that participation in outdoor activities like hiking, running and cycling surged during the pandemic and have maintained momentum since.

Market data also reflects this yearning for outdoor fitness with the 2023 ACSM Worldwide Survey of Fitness Trends ranking outdoor activities among the top fitness trends (number six), largely due to its wellness, mental health and physical benefits, along with nature’s general bliss. 

But while popularity is widespread for outdoor access, accessibility remains limited. That’s where gyms and health clubs can step up and offer solutions that keep people feeling engaged and connected. Few, if any, do so better than Freemotion Fitness.

Freemotion Delivers Outdoor Settings

Freemotion fills the outdoor fitness void with its 22 SERIES, a line of cardio machines that allow members to experience stunning outdoor environments from the comfort of their local gyms and studios. Featuring 22-inch HD screens and with a Google Maps connection, these incline trainers, treadmills, indoor bikes, ellipticals, recumbent bikes and upright bikes enable users to immerse themselves in iFIT’s Global Workouts, which showcase breathtaking locations across all seven continents and 60+ countries.

This equipment integration with iFIT’s digital content platform essentially takes members all across the globe while remaining within the four walls of their home or studio. Training videos are professionally filmed in vivid locations and high-intensity classes are led by motivating coaches who could be one of the brand’s 200+ Olympic champions, celebrity trainers or other experts Freemotion has at its disposal.

From running on the beaches of Bora Bora and hiking through the Swiss Alps to cycling across the plains of Africa, there is something to match all tastes – and all within the confines of their gym. For example, a member or client can use the r22.9 Elliptical while watching iFIT coach and actor Graham McTavish scale the Scottish Highlands in a kilt, or run through the streets of Morocco with Hannah Eden on the Reflex Treadmill, to name just a few options. 

“The iFIT Global Workouts offer an unparalleled variety of experiences,” says Mark Watterson, CEO of Freemotion Fitness. “Whether members are looking for high-intensity interval training, scenic runs, or challenging hikes, there is something for everyone.”

“The content is filmed in breathtaking locations, providing not just a workout, but an adventure,” he headed. “This immersive experience helps maintain motivation, making exercise more enjoyable and accessible.”

The 22 SERIES and iFIT’s Global Workouts Library integration not only grants users unmatched exercise experiences but also helps operators capitalize on the outdoor fitness boom. Doing so keeps members engaged, motivated and coming back for more.

“For gyms and health clubs, offering these experiences can be a game-changer,” said Watterson. “It not only enhances the member experience but also helps in retaining clients who crave variety and novelty in their workouts. With Freemotion and iFIT, gyms can tap into the global trend of outdoor fitness, offering members a unique selling point that sets them apart from competitors.”

Additional features of the 22 SERIES include auto-adjusting technology to make workouts more engaging and apply a real-life feel. Workouts are easily accessible as well with search options such as location, trainer, exercise type and more. 

The Worldwide Effect

Efforts to establish these exotic outdoor settings have naturally taken the iFIT teams across the globe. This has, and promises to continue helping the brands innovate with intel and inspiration from new cultures. 

“Our team has traveled and filmed the content all over the world with the goal of delivering workouts in a way that makes people feel like they’re there,” said Watterson. We’ve found with each new destination and each new culture, there’s always something exciting to learn or beautiful to see.”

While fitness remains the name of the game, Freemotion is also proud to help users go global in a variety of ways. 

“Whether people look for jaw-dropping scenery, the inspiration for future vacations, or want to make their workout time fly by, we can promise three things: when using the 22 SERIES, our Global Workouts are always fun, always interesting, and always a good sweat,” Watterson concluded.

Check out the 22 SERIES and Freemotion’s other cardio equipment here.

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