iFIT Archives - Athletech News The Homepage of the Fitness & Wellness Industry Mon, 23 Dec 2024 21:58:20 +0000 en-US hourly 1 https://wordpress.org/?v=6.6.1 https://athletechnews.com/wp-content/uploads/2021/08/ATHLETECH-FAVICON-KNOCKOUT-LRG-48x48.png iFIT Archives - Athletech News 32 32 177284290 iFIT’s Hybrid Features Are Leading the Fitness Community into the Future https://athletechnews.com/ifit-hybrid-fitness/ Tue, 31 Dec 2024 15:30:00 +0000 https://athletechnews.com/?p=117810 iFIT is using artificial intelligence and more to help take users to new places and offer new modalities  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…

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iFIT is using artificial intelligence and more to help take users to new places and offer new modalities 

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.”

iFIT app displayed on two iPhones
credit: iFIT

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.”

woman on a Freemotion Fitness elliptical
credit: iFIT/Freemotion Fitness

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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iFIT Embraces AI Fitness With New NordicTrack, ProForm Machines https://athletechnews.com/ifit-ai-fitness-nordictrack-proform-machines/ Tue, 10 Sep 2024 16:17:59 +0000 https://athletechnews.com/?p=110902 AI Coach integration is central to iFIT’s new lineup of 40-plus smart machines across the NordicTrack and ProForm brands 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…

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AI Coach integration is central to iFIT’s new lineup of 40-plus smart machines across the NordicTrack and ProForm brands

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. 

Woman uses X24 Bike
NordicTrack X24 Bike (credit: iFIT)

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. 

side shot of NordicTrack Commercial 2450 treadmill
The NordicTrack X24 Treadmill features a 24″ touchscreen with iFIT content (credit: iFIT)

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. 

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Freemotion Expands into Brazil Through Grupo Multi Partnership https://athletechnews.com/freemotion-expands-into-brazil/ Mon, 09 Sep 2024 16:34:09 +0000 https://athletechnews.com/?p=110841 New collaboration brings Freemotion’s cardio, strength equipment and iFIT content to Brazilian fitness market 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…

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New collaboration brings Freemotion’s cardio, strength equipment and iFIT content to Brazilian fitness market

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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Freemotion Elevates Fitness Club at U.K.’s Voco Hotel Amid Wellness-Travel Boom https://athletechnews.com/freemotion-elevates-fitness-club-at-u-k-s-voco-hotel-amid-wellness-travel-boom/ Tue, 06 Aug 2024 20:49:20 +0000 https://athletechnews.com/?p=108783 Elevate Health & Fitness Club has undergone an upgrade with Freemotion’s 22 Series Freemotion Fitness, the commercial equipment division of iFIT, upgraded England’s Elevate Health & Fitness Club’s fitness hardware offerings, leading to a 15 percent increase in usage. Located within Voco Hotel Reading, the fitness club’s revamp includes the latest from Freemotion’s 22 Series,…

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Elevate Health & Fitness Club has undergone an upgrade with Freemotion’s 22 Series

Freemotion Fitness, the commercial equipment division of iFIT, upgraded England’s Elevate Health & Fitness Club’s fitness hardware offerings, leading to a 15 percent increase in usage.

Located within Voco Hotel Reading, the fitness club’s revamp includes the latest from Freemotion’s 22 Series, including cardio favorites including Reflex treadmills, cross trainers and coach bikes. The upgrade also includes strength-training-focused adjustable benches, a half rack and cable crossover for guests and members. 

Elevate Health & Fitness Club‘s operations director, Paul Dickinson, noted the increased gym usage since Freemotion equipped the club with its leading fitness products. 

“The top-of-the-line equipment has enhanced not only the gym’s look and feel but enhanced the way our guests and members interact with fitness – with exercisers appreciating the advanced cushioning technology on the treadmills and extensive on-demand workout library,” Dickinson said.

credit: Elevate Health & Fitness Club

With Freemotion outfitting Elevate Health & Fitness Club, the gym has been able to increase its membership price to reflect its upgraded value, which includes Freemotion’s omnichannel approach.

“One of the unexpected benefits guests have mentioned is the availability of online workouts on their mobile devices, allowing them to continue their fitness journey beyond our four walls,” Dickinson continued. “These features keep our members and guests engaged, motivating them to come back for more.”

“We are delighted to be working with Voco Hotel, part of the IHG group globally,” Freemotion’s U.K. country manager Blake Fletcher remarked. “The impressive increase in gym usage and weekly visits is a testament to the amazing iFIT holistic platform that encourages gym users and guests to travel the world; across 120 different countries, and benefit from world-class coaching from an A-list line-up of trainers.”

Hotel Brands Respond to Fitness Surge

With the global wellness economy projected to reach a staggering $8.5 trillion by 2027, consumer enthusiasm for health, wellness and fitness reaching a fever pitch and hotels still the top choice for business travelers, hotel brands are gearing up for guests looking to remain active. 

In recent months, Marriott’s resort in Dorado Beach has added yoga, pickleball and a forest trail for its guests, while its St. Regis Bahia Beach Resort offers trainer-guided fitness classes at its Athletic Club and recovery treatments at its spa. Other locations in St. Regis, Grace Bay and Grand Cayman have followed suit, adding slow cardio, muscle-recovery massage treatments and professional tennis and pickleball coaching.

Hyatt is also investing in fitness, having teamed with Peloton to add its signature fitness equipment to 800 of its properties and reward its World of Hyatt loyalty program members for using Peloton during their hotel stay, which can unlock special deals on Peloton equipment. 


It’s not the first time Peloton has struck a deal with a hotel chain — last year, the former pandemic darling put its signature bikes at Hilton properties across the globe.

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UK Gym Taps Freemotion Fitness as Part of $10M Renovation https://athletechnews.com/freemotion-kingsmead-pools-fitness/ Fri, 19 Jul 2024 22:00:00 +0000 https://athletechnews.com/?p=107953 Kingsmead Pools & Fitness will open this autumn with a full suite of Freemotion equipment, including connected fitness content from iFIT With the U.K. fitness industry experiencing an increase in memberships and a market value that has risen 9.7% since 2023, one of the region’s sports and leisure management organizations has committed to delivering an “unrivaled”…

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Kingsmead Pools & Fitness will open this autumn with a full suite of Freemotion equipment, including connected fitness content from iFIT

With the U.K. fitness industry experiencing an increase in memberships and a market value that has risen 9.7% since 2023, one of the region’s sports and leisure management organizations has committed to delivering an “unrivaled” health and fitness experience in Canterbury, England.

Fusion Lifestyle, the parent company of Active Life, has forged a partnership with fitness equipment provider Freemotion Fitness, part of iFIT, as part of an £8 million ($10.3M) renovation project that the sides say is “set to redefine the leisure landscape in Canterbury.”

The enhancements will begin at Kingsmead Pools & Fitness to deliver Freemotion’s latest cardio fitness equipment and designated zones for personal fitness and small group fitness with Genesis DS strength machines.

The upgraded gym is planned to open this autumn.

“We’re delighted to announce our partnership with Freemotion, one of the U.K.’s biggest and most innovative names in health and fitness, to power our new look gym,” Fusion Lifestyle’s operations director Richard Allan said. “The new fitness equipment we’ll be installing will be some of the most innovative, immersive and inclusive available right now in the U.K., helping all our members achieve their fitness goals.”

credit: Fusion Lifestyle/Freemotion Fitness

Blake Fletcher, U.K.. and Ireland country manager at iFIT and Freemotion Fitness, gave some insight into what members will experience, such as the ability to work out with more than 250 trainers or climb to new heights with iFIT’s immersive technology. Gym members can either load their own workouts using Google Maps or select from over 18,000 of iFIT’s workouts, which include cycling in the Bahamas or climbing to Mount Everest base camp. 

“We’re looking to hyper-personalize the exercise experience, including embracing the power of AI, and customers at Kingsmead Pools & Fitness will be among the first in the U.K. to benefit from that,” Fletcher said.

Freemotion and iFIT have invested in the power of AI, unveiling a digital coach that interacts with users via text message for personalized fitness support.

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iFIT, Freemotion Take Hybrid Fitness to New Heights With AI Coach  https://athletechnews.com/ifit-freemotion-take-hybrid-fitness-to-new-heights-with-ai-coach/ Thu, 02 May 2024 13:43:00 +0000 https://athletechnews.com/?p=105313 As hybrid fitness becomes the industry standard post-pandemic, iFIT’s artificial intelligence-powered digital coach can serve as a key tool in gyms’ quest to engage and retain members Freemotion is getting a major boost as it looks to make hybrid fitness the standard at gyms worldwide.  The commercial equipment brand has long embraced its relationship with…

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As hybrid fitness becomes the industry standard post-pandemic, iFIT’s artificial intelligence-powered digital coach can serve as a key tool in gyms’ quest to engage and retain members

Freemotion is getting a major boost as it looks to make hybrid fitness the standard at gyms worldwide. 

The commercial equipment brand has long embraced its relationship with parent company iFIT, whose vast library of fitness and wellness content, including around 18,000 workouts from expert coaches, is available to stream on Freemotion’s newest cardio machines.

Soon, iFIT will be launching its AI Coach, an artificial intelligence-powered digital coach that interacts with users via text message to provide personalized, 24/7 support. 

Now available in Beta mode, iFIT’s AI Coach, called “Tailor,” helps users pinpoint their individual fitness goals. Based on those goals, Tailor then creates custom workout plans, schedules workouts, sends reminders, and delivers motivation to keep users on track and engaged. 

“I personally use Tailor every day to stay on track with my fitness regimen while testing the product,” iFIT CEO Kevin Duffy has told Athletech News, adding that while AI Coach will mark a new era for fitness, it won’t replace human personal trainers but rather enhance them. 

“Through our research, consumers have told us that a great personal trainer would help them know what to do next, in all parts of their health journey, hence why iFIT’s AI Coach won’t solely focus on the workout but the whole person,” Duffy explains. 

To that end, iFIT is creating an expert panel of fitness, wellness, nutrition and mental health experts to ensure Tailor’s guidance corresponds to the real needs of users worldwide.

“iFIT will be one of the first fitness and wellness brands to enhance its real trainers with AI support with the debut of our AI Coach this fall and we cannot wait to help more people live happier and healthier lives with expert coaching on-demand,” Duffy adds. 

credit: iFIT

Hybrid Fitness Is the New Normal

The creation of AI Coach comes as hybrid fitness becomes the standard industry-wide – fitness enthusiasts, even highly dedicated gym-goers, are increasingly working out at home and on the go in addition to time spent inside the four walls of their favorite facility. 

“How people exercise has fundamentally changed since the pandemic and we are remaining nimble to match our customers’ needs,” Duffy says. “The hybrid approach to fitness is a new reality – from the home gym to studios to sports and hobbies – people are no longer compartmentalizing where they break a sweat.”

Freemotion is embracing this reality rather than running from it; the equipment brand and its executives are encouraging their gym partners to board the hybrid fitness train before it’s too late.

“We tell our customers, ‘You need to have a digital solution because you’re going to lose your members if not,’” Peggy Vo, Freemotion’s Director of Global Marketing, has told ATN. “You want them to use your digital solution and not someone else’s.”

AI as a Member Engagement Tool

For gyms, the digital solution Vo speaks of can come by carrying Freemotion machines that stream iFIT content. It can also come by giving members access to iFIT at home to complement the in-facility experience. 

Fit Athletic Club in San Diego notably signed a content deal with iFIT in 2023 to give its members a complimentary subscription to the fitness platform. Members at many other clubs across the world have experienced iFIT content in-club on Freemotion machines.

As gyms fight to engage and retain their members, a tool like iFIT’s AI Coach could be a game-changer. Tailor drives motivation and builds healthy habits with personalized text messages, including daily reminders and nudges. Members who are motivated by Tailor to work out at home using iFIT content can then hop on a Freemotion cardio machine at their gym and pick up where they left off with the same content and featuring the same coaches.

credit: Freemotion Fitness/iFIT

The symbiotic relationship between brick-and-mortar fitness and virtual content is one of the guiding principles behind Freemotion’s current business model and the value proposition it offers its gym partners in 2024.

“(Gyms) shouldn’t see it as a competitive product; it’s a complementary product to what (members) are using in the gym,” Adam Guier, Freemotion’s VP/North America Sales says of virtual fitness options like iFIT content. “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.” 

Learn more about iFIT AI Coach and sign up here.

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iFIT Adds C-Suite Execs as AI Coach Launch Nears https://athletechnews.com/ifit-adds-c-suite-execs-as-ai-coach-launch-nears/ Tue, 02 Apr 2024 20:14:38 +0000 https://athletechnews.com/?p=104478 The connected fitness company welcomed Mark Phillips as chief marketing officer and Bart Muller as chief international officer 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…

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The connected fitness company welcomed Mark Phillips as chief marketing officer and Bart Muller as chief international officer

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.”

Bart Muller (credit: iFIT)

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.”

Mark Phillips (credit: iFIT)

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.”

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Trainer Talks: Ashley Paulson Redefines Endurance With a Dash of Fun https://athletechnews.com/trainer-talks-ashley-paulson-exclusive-interview/ Fri, 22 Mar 2024 18:06:57 +0000 https://athletechnews.com/?p=104199 From marathons to motherhood, Ashley Paulson’s unique approach to fitness inspires a community of athletes to achieve their goals With a healthy dose of enthusiasm and discipline, Ashley Paulson serves as an example of how joy and consistency forge the path to fitness achievements. Paulson has turned her passion for running into a vibrant testament,…

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From marathons to motherhood, Ashley Paulson’s unique approach to fitness inspires a community of athletes to achieve their goals

With a healthy dose of enthusiasm and discipline, Ashley Paulson serves as an example of how joy and consistency forge the path to fitness achievements. Paulson has turned her passion for running into a vibrant testament, and at the heart of her career lies the intersection of fun and serious training. 

Paulson’s venture, Ashkickn Training, helps people embrace a lifestyle where every workout is a celebration of progress. With each stride, race and training session, Paulson sets records and inspires countless individuals to push beyond their limits, proving that with passion and perseverance, every goal is within reach. Paulson also serves as an iFIT and NordicTrack Trainer.

Athletech News spoke with Paulson about her colorful approach to training, outrunning the competition, and making every mini milestone an unforgettable journey of discovery and challenge. 

This conversation has been lightly edited for clarity and length.

Athletech News: Can you share the most pivotal moments that helped you make the transition from being a professional triathlete to health coach and trainer?

Ashley Paulson: My journey into professional athletics began more as a gradual shift rather than a singular moment. Teaching fitness classes built a solid foundation for me. I officially transitioned to a professional triathlete in 2016, after I had my fourth child. Despite not having a traditional athletic background or college education, I managed to earn my pro card. This experience has been incredibly fulfilling, serving as a role model for my children as well as other women, showing them that it’s possible to achieve significant goals even as a mother.

Initially, I wasn’t as interested in hybrid coaching or personal training. I thrived on the energy of group fitness, interaction and collective motivation. It wasn’t until about 10 years ago that I began focusing more on personal training, primarily online. This has taught me the importance of sharing my passion for fitness and the possibility of making a significant impact, regardless of one’s starting point. 

ATN: What inspired you to create the Ashkickn Training model, and how do you see it evolving to meet the needs of fitness enthusiasts at all levels?

AP: The inspiration for Ashkickn came from hearing how others began their fitness journeys as a result of something I said. This kind of feedback and the changes I saw in people’s lives fueled my desire to expand and help more individuals. It’s incredibly motivating to hear about the positive shifts in someone’s body or lifestyle because of fitness. 

I see Ashkickn evolving alongside our understanding of fitness and aging. When I ran my first marathon at 19, the idea of being in the “Masters” category at 40 seemed like a different league, suggesting a slowdown. However, I’ve found myself getting faster in my 40s. Advances in knowledge about the body, combined with technology, allow us to push ourselves further and remain in our prime for longer. The perception of age in fitness is changing, with individuals over 40 achieving what was once thought impossible for their age group. 

credit: Ashley Paulson

ATN: How are you involved in integrating more human elements into online training programs using artificial intelligence (AI), and why is this important to you?

AP: Being involved with iFIT’s AI Coach (beta) has been an incredible experience, especially because the team wanted input during the testing phase to ensure the feedback didn’t come across as robotic. As personal trainers, we aim to preserve a sense of personal connection with the athletes, adding a human touch to the automated messages. It was important to convey care and emotion, adjusting based on the athlete’s performance and needs, rather than issuing generic, impersonal directives. 

This personalized approach can significantly enhance an athlete’s training by making smart adjustments that cater to their current state, helping them stay injury-free and active across all ages. I advocate for treating everyone as an athlete because it positively influences their mindset, encouraging them to stay engaged and avoid sidelining themselves after missing a workout. The goal is to guide users gently, advising them it’s okay to slow down or adjust their routine as needed, providing comfort and the feeling of having a coach right there with them.

ATN: You humorously note that you “eat dessert first.” Can you share your overall philosophy on nutrition and how you incorporate this into training plans for your clients?

AP: People often find it amusing that my sugar intake is notably higher than many athletes are accustomed to. However, as an endurance athlete, sugar is a primary fuel, providing necessary quick energy. It’s not just about consuming sugar; I advocate for a balanced approach, emphasizing that it’s okay to enjoy treats in moderation while maintaining a nutritious diet. 

Nutrition is vital, but it’s also deeply personal. What works for me may not work for everyone. Some may thrive on low-carb diets, while others might find them restrictive. It’s about finding what works for your body and lifestyle. My father’s mantra of “life’s short, eat dessert first” has always resonated with me, reminding me that enjoying life—and your food—is just as important as following a strict nutrition plan.

ATN: You offer plans that are not just about physical workouts but also about creating an enjoyable experience. How do you stay innovative and keep your programs engaging and effective?

AP: Staying connected with my community is crucial. I engage actively in social media and personal interactions, especially at races, to understand individuals’ stories and motivations. This personal touch allows me to tailor training plans that are not only effective but also resonate with people’s lives and schedules. By listening and adapting to each person’s unique situation, I ensure my training plans are personalized, keeping motivation high and making every goal achievable, no matter the lifestyle or constraints involved. 

ATN: How do you plan to expand the reach and impact of Ashkickn to inspire and support more individuals in their fitness journeys?

AP: My major goals revolve around continued presence and lifelong learning. I plan to expand the reach and impact of Ashkickn by consistently showing up, both in the digital world and at in-person events, while staying educated on the latest in fitness and wellness. This approach isn’t rooted in a desire for financial gain but from a genuine passion for what I do. I believe that by continuing to share my journey, enthusiasm and knowledge, I’ll naturally attract and inspire more individuals to embark on or maintain their fitness journeys. 

The foundation is my love for this work, which I would pursue regardless of compensation. This passion drives me to remain engaged and enthusiastic, debunking the myth of inevitable burnout despite my extensive participation in races and fitness activities. Hearing people’s stories and seeing the impact of my work fuels my motivation and reiterates the importance of what I do.

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These Fitness Products Made Waves at IHRSA 2024 https://athletechnews.com/fitness-products-ihrsa-2024/ Fri, 15 Mar 2024 22:13:51 +0000 https://athletechnews.com/?p=104019 ATN breaks down some of the best innovations from leading fitness brands across strength training, cardio and fit tech at IHRSA 2024 Leading fitness equipment and technology brands brought their best to IHRSA 2024, the annual convention and trade show put on by IHRSA, now known as the Health & Fitness Association. Athletech News breaks…

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ATN breaks down some of the best innovations from leading fitness brands across strength training, cardio and fit tech at IHRSA 2024

Leading fitness equipment and technology brands brought their best to IHRSA 2024, the annual convention and trade show put on by IHRSA, now known as the Health & Fitness Association.

Athletech News breaks down some of the key products that made waves on the show room floor from brands including Aktiv Solutions, EGYM, Freemotion Fitness, Life Fitness, Matrix, Precor and Technogym.

Energizing their respective spaces and showing what’s next in fitness evolution, these seven brands showcased their top-tier releases across strength training, cardio and fit tech, all designed to engage consumers while assisting club operators. 

Aktiv Innovates on Traditional Strength Training

The rise of strength training is likely the fitness biggest trend of 2024, with consumers of all ages and fitness levels finding time to weight train, taking to the benefits of increased muscle mass, joint protection, fat loss and lowered resting heart rate.

Aktiv Solutions, a commercial gym design and supply company, used IHRSA 2024 to unveil its latest innovation: the Gym Rax Smith 3D Trainer (3SD). The next-gen smith machine features a free bar path, mimicking barbells while offering the benefits of the traditional smith machine, including the lack of need for supervision.

credit: Aktiv Solutions

Aktiv created the S3D to onboard those new to strength training while also catering to expert lifters.

“The S3D presents an opportunity for operators to appeal to their broader constituencies without alienating more advanced lifters,” explained Bryan Green, founder and CEO of Aktiv Solutions, adding that users “can get that last rep without fear that they’ll injure themselves without a spotter.”

The S3D touts a patent-pending movement carriage that synchronizes its safety catches and serves as a built-in spotter — perfect for newer users, Gen Z and active-aging populations

The safety feature makes S3D a particularly beneficial addition to unsupervised fitness facilities like hotels or university gyms.

Precor Embraces the Glute Trend

Precor is also heavily invested in strength, partnering with Glutebuilder to breathe new life into glute training, which has become highly popular on social media platforms like TikTok. Besides looking good, training the glutes has numerous benefits including hip stabilization and pain prevention in the back and neck. 

The partnership will see an all-new line of six patent-pending glute training products that combine the motion design of Glutebuilder’s founder and CEO, Arturo García López, with Precor’s engineering and manufacturing expertise.

“We recognize the surging popularity of glute training worldwide, and the innovations within the new Precor Glutebuilder Line offer novel ways to engage and attract new fitness enthusiasts,” said Precor’s CEO Dustin Grosz. “We are delighted to partner with this esteemed brand and leverage Arturo’s groundbreaking developments.”

credit: Glue Builder

Those who missed IHRSA 2024 will be able to preview the Precor Glutebuilder Line at FIBO in April in Cologne, Germany.

Technogym Launches AI-Powered Health & Longevity Tracking

It was impossible to ignore Technogym at IHRSA 2024, with its massive presence on the tradeshow floor and outfitted in its signature black and yellow branding.

Already a force to be reckoned with, Technogym took its ecosystem a step further with the debut of Technogym Check Up. Harnessing AI to assess physical and cognitive conditions, Technogym Check Up has the power to prescribe the ideal fitness program that adapts over time based on the individual user.

Nerio Alessandri, Technogym founder and CEO, says the latest innovation represents the access point to the entire Technogym ecosystem, offering a “fully personalized program for every single individual that evolves over time thanks to AI.”

credit: Technogym

Leaning into longevity, Technogym’s latest offering goes beyond cognitive function, body composition, strength performance, balance and mobility. It uses the data to calculate a “Wellness Age,” a nod to the brand’s ‘Technogym as Medicine’ philosophy.

The new tool puts longevity-seeking consumers in the driver’s seat of their health. At the same time, Technogym’s ecosystem and data-forward approach can also unlock invaluable data for fitness operators.

EGYM Empowers Users To Move Beyond the Scale

EGYM, a leading fitness tech provider, put its new BioAge feature front and center at IHRSA 2024, a measurable approach to fitness that calculates a user’s wellness across four pillars: strength, cardio, flexibility and metabolism.

It may be time to toss the scale since BioAge takes things beyond simple bodyweight measurements. Giving users a solution-based path, BioAge focuses on four different areas of need, tracking progress and providing users with valuable visual feedback along the way. 

The result? A comprehensive approach to health and fitness that keeps users engaged and motivated — especially when they quickly start seeing results. 

“Unfortunately in our industry, usually it’s all about what a member sees on the scale,” Dana Milkie, EGYM general manager for North America, told ATN. “It can be a little demotivating, particularly in the first three or four weeks when you’re starting to exercise trying to change your body and you don’t see anything on the scale. From a BioAge perspective, you begin to see changes very quickly as whatever biological age you started at begins to go down.”

credit: EGYM

BioAge is visible on EGYM’s Fitness Hub, trainer app and branded member app, making it accessible anywhere for individuals who work out at various facility types. The innovation also serves as a powerful tool for operators and fitness trainers, allowing them to share tangible results with clients, deepening motivation with proof.

Matrix Brings Luxury to Cardio

Matrix Fitness, a commercial fitness leader under Johnson Health Tech, has elevated cardio with a luxurious look and feel with the launch of its Onyx Collection, a line of five ultra-premium cardio machines, including a treadmill, Ascent Trainer, ClimbMill, upright cycle and recumbent cycle. 

“Every touch point and every element of the Onyx Collection was designed to be exceptional, immersive, and unlike anything else in our portfolio,” said Andrew Kolman, vice president of global product development. “At Matrix, meaningful innovation is at the heart of everything we do. Our partners can expect to see this guiding principle artfully expressed in every design detail.”

credit: Matrix Fitness

With its impressive 32″ touchscreen console and interactive touch controls, users can sprint, interval train, complete fitness tests or run on rolling hills. 

Kolman explained that feedback from industry partners fueled the creation of Onyx’s luxe design, with its oversized screen allowing operators to brand the experience and advertise their own messaging. 

The Onyx Collection is headed to FIBO next month in Germany, which will take place from April 11 to 14.

Life Fitness Gives Operators the Keys

Life Fitness used IHRSA to remind the fitness industry that cardio is still king and that the key to a successful product is deepening user engagement while offering new revenue channels for club operators. 

Symbio, an ultra-premium cardio line features a Runner (treadmill), Incline Elliptical, SwitchCycle and Recumbent Cycle — all of which enable club operators to easily upload on-demand workouts featuring their in-house instructors.

credit: Life Fitness

Gym goers want an engaging cardio experience, which Symbio can deliver, as operators can add new member onboarding videos or promote additional services.

“(It) gives you the ability as a trainer, instructor, facility owner, operator — to completely customize the experience,” said Life Fitness global training and education manager Leigh Wierichs. “The content doesn’t have to be a class — although it could be an actual on-demand class or something nutrition-related. It could be something explaining the different capabilities of the treadmill; it could be something talking about how to prepare for a 5K. It can be anything that you think would resonate.”

Content abilities aside, Life Fitness’ new Runner offers a standout feature, adaptive flex deck technology so that users can select their preferred level of firmness – either 40% softer or firmer.

For Freemotion, Content Is King

Freemotion Fitness, along with parent company iFIT, put a spotlight on its new 22 Series cardio line at IHRSA 2024, boasting iFIT’s robust content library of nearly 17,000 coach-led workouts, including Olympic Gold Medalist Michael Phelps and ultrarunner Tommy Rivers Puzey. 

The 22 Series cardio line offers a six-piece collection that spans an incline trainer, a Reflex treadmill with an impact-reducing deck, an elliptical and three bikes, all with 22-inch HD touchscreens that display content and automatically adjust speed, incline, resistance and fan speed based on the on-screen workout.

credit: Freemotion/iFIT

With an emphasis on delivering top-notch video content that is immersive and exciting, iFIT films its footage on all seven continents, including adventurous locations such as Mount Everest. It’s a creative decision that Adam Guier, vice president of North America sales at Freemotion, says has a tremendous impact on member engagement.

“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 said. “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.”

Beyond the gym, members can use the iFIT app at home or on vacation, using equipment from NordicTrack or ProForm, other iFIT brands.

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Freemotion Continues Global Expansion Efforts https://athletechnews.com/freemotion-executive-hire-renaud-grout/ Thu, 14 Mar 2024 19:49:00 +0000 https://athletechnews.com/?p=103981 iFIT’s commercial equipment branch continues to build out its executive team, this time adding a key international piece 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…

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iFIT’s commercial equipment branch continues to build out its executive team, this time adding a key international piece

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.” 

Renaud Grout (credit: Freemotion Fitness)

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.

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IHRSA 2024: Cardio Still Top of Mind for Fitness Equipment Leaders https://athletechnews.com/ihrsa-2024-cardio-equipment-matrix-life-fitness-freemotion/ Sun, 10 Mar 2024 22:19:00 +0000 https://athletechnews.com/?p=103794 Top equipment brands look to reenergize cardio by blending it with immersive touchscreens, on-demand content and luxury materials Strength training may be getting all the attention lately, but equipment leaders such as Life Fitness, Matrix Fitness and Freemotion Fitness are aiming to keep cardio fans engaged—after all, even those focusing on resistance training still carve…

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Top equipment brands look to reenergize cardio by blending it with immersive touchscreens, on-demand content and luxury materials

Strength training may be getting all the attention lately, but equipment leaders such as Life Fitness, Matrix Fitness and Freemotion Fitness are aiming to keep cardio fans engaged—after all, even those focusing on resistance training still carve out cardio time, and newcomers gravitate to treadmills for their familiarity and ease of use.

Cardio was on full display at IHRSA 2024, with equipment makers excited to debut the latest in equipment advancements and user-friendly technology guaranteed to keep fitness consumers engaged and moving.

Here’s a look at some top brands and their latest cardio innovations.

Life Fitness Lets Operators Create Their Own Content

Life Fitness is revitalizing cardio, deepening user engagement and unlocking new revenue streams for club operators with Symbio, its ultra-premium cardio line, which was displayed at IHRSA 2024.

Citing data from EcoFit, the commercial fitness equipment leader points out that fitness enthusiasts are still heavily engaged in cardio activities, but their desires have changed when it comes to equipment. In a screen-friendly world, consumers expect on-demand content to be readily available on their cardio machine. One Life Fitness survey revealed that gym members prefer nutrition, fitness, mental health and mindfulness content, along with on-demand workouts featuring in-house instructors. 

Enter Symbio, a next-gen collection spanning a Runner (treadmill), Incline Elliptical, SwitchCycle and Recumbent Cycle that allow club operators to create on-demand workouts with their own in-house instructors, add new member onboarding videos and promote services to drive additional revenue. 

credit: Life Fitness

The Runner breathes new life into cardio with adaptive flex deck technology, offering advanced customization where exercisers can select their preferred level of firmness – either 40% softer or firmer. Geared for everyone from running beginners to advanced or to those rehabbing or looking to prevent injury, the Runner keeps fitness enthusiasts engrossed and encouraged with its technology, according to Don Saladino, celebrity trainer.

“It’s giving people the ability to quantify their success from a cardio standpoint that doesn’t require them going faster,” Saladino said during a Life Fitness panel discussion at IHRSA 2024.

Providing on-demand content on a cardio machine is another key driver to keeping members motivated, especially when they can understand and see their progress through metrics. As an expert trainer, Saladino said he was impressed by Symbio’s ability to hook members with content and urges operators to tap into their team of personal trainers and instructors.

As Life Fitness global training and education manager Leigh Wierichs points out, club operators can easily shoot content with their phones and seamlessly upload it to the console, unlocking endless possibilities.

“(It) gives you the ability as a trainer, instructor, facility owner, operator — to really completely customize the experience,” Wierichs said. “And the content doesn’t have to be a class — although it could be an actual on-demand class or something nutrition-related. It could be something explaining the different capabilities of the treadmill; it could be something talking about how to prepare for a 5K. It can be anything that you think would resonate.”

Matrix Brings Luxury to the Next Level

Matrix Fitness, a commercial fitness leader under Johnson Health Tech, has entered 2024 with the launch of its Onyx Collection, a line of five ultra-premium cardio machines, including a treadmill, Ascent Trainer, ClimbMill, upright cycle and recumbent cycle. 

“Every touch point and every element of the Onyx Collection was designed to be exceptional, immersive, and unlike anything else in our portfolio,” said Andrew Kolman, vice president of global product development. “At Matrix, meaningful innovation is at the heart of everything we do. Our partners can expect to see this guiding principle artfully expressed in every design detail.”

credit: Matrix Fitness

Matrix showcased the new cardio collection at IHRSA 2024, with its sleek visual appeal on full display, meant to take the fitness experience at high-end health clubs and luxury hotels to the next level.

Kolman explained that feedback from industry partners was central to the creation of Onyx.

“As a commitment to the success of our partners, we have made significant investments in enhanced manufacturing processes, machinery and more exacting quality standards that will not only meet but exceed the expectations of the ultra-premium customer,” he said.

Aside from its premium aesthetics, Onyx offers an oversized 32″ touchscreen console and interactive touch controls. Whether users are looking to sprint, interval train, complete fitness tests or run on immersive rolling hills, they will stay engaged. At the same time, operators are able to brand the experience and run their own messaging on the big screen.

credit: Matrix Fitness

The Onyx Collection will also be showcased next month at the 2024 FIBO show in Germany, which will take place from April 11 to 14.

Freemotion Engages Members Through Immersive Content

Freemotion Fitness, along with parent company iFIT, showcased its new 22 Series cardio line at IHRSA 2024, featuring iFIT’s content library of roughly 17,000 coach-led workouts, including Olympic Gold Medalist Michael Phelps and ultrarunner Tommy Rivers Puzey. 

The six-piece lineup includes an incline trainer, a Reflex treadmill with an impact-reducing deck, an elliptical and three bikes, complete with a 22-inch HD touchscreen that displays content and automatically adjusts speed, incline, resistance and fan speed based on the on-screen workout.

credit: Freemotion Fitness/iFIT

iFIT’s content is filmed on all seven continents, including exciting locations such as Mount Everest, transporting cardio enthusiasts to another world via the 22 Series monitors, which Adam Guier, vice president of North America sales at Freemotion, says is a massive benefit for attraction and retention. 

“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 has told Athletech News. “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.”

credit: Freemotion Fitness/iFIT

Freemotion’s 22 Series also serves club operators who struggle to hire enough fitness instructors for group fitness classes. The cardio line provides an engaging experience with plenty of variety and the ability to be coached virtually with expert guidance from iFIT instructors. 

Outside the gym, members can use the iFIT app wherever they are, including at home, using equipment from NordicTrack or ProForm, other iFIT brands.

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With Freemotion’s 22 Series, Cardio Is a Member Engagement Tool https://athletechnews.com/freemotion-22-series-cardio-is-a-member-engagement-tool/ Wed, 06 Mar 2024 03:22:49 +0000 https://athletechnews.com/?p=103737 Gyms that install Freemotion Fitness equipment get an automatic boost from iFIT content, which is already enjoyed by more than 7 million people 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…

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Gyms that install Freemotion Fitness equipment get an automatic boost from iFIT content, which is already enjoyed by more than 7 million people

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 will be front and center at IHRSA 2024. The lineup 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.”

Adam Guier (credit: Freemotion Fitness/iFIT)

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.”

credit: Freemotion Fitness/iFIT

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.” 

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iFIT, Dish Settle Lawsuit Over Fitness Streaming Tech https://athletechnews.com/ifit-dish-streaming-tech-lawsuit-settlement/ Tue, 27 Feb 2024 00:35:29 +0000 https://athletechnews.com/?p=103417 A judge had ruled that iFIT and Peloton infringed on Dish’s streaming technology patents, causing headaches for the connected fitness rivals iFIT and Dish Network have reached a definite settlement in a legal dispute over streaming technology patents, according to a joint filing in a Delaware federal Court. The agreement follows a feud that began…

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A judge had ruled that iFIT and Peloton infringed on Dish’s streaming technology patents, causing headaches for the connected fitness rivals

iFIT and Dish Network have reached a definite settlement in a legal dispute over streaming technology patents, according to a joint filing in a Delaware federal Court.

The agreement follows a feud that began in 2021 between the satellite television company and fitness equipment brand where Dish Network accused the Utah-based iFIT of infringing on its streaming technology patents with its bicycles and ellipticals.

In addition to iFIT’s NordicTrack equipment, Dish took aim at Peloton’s bikes and treadmills, arguing that the fitness equipment brands infringed on its patents that cover adaptive bitrate streaming technology, allowing users to stream content in real-time at a high quality.

The case had escalated to the U.S. International Trade Commission, which banned imports of video-streaming fitness devices made by Peloton and iFIT after a judge determined they infringed on the Colorado-based Dish Network’s patents last March. Peloton agreed to pay Dish $75 million in a one-time settlement payment last May. 

The settlement filing between iFIT and Dish states that the fitness equipment maker and TV network are in the process of memorializing the terms in a written settlement agreement and anticipate that they will be able to complete the process and file a joint stipulation and order of dismissal within 60 days.  The two entities have requested the court grant a stay of proceedings until April 22, 2024.

An iFIT spokesperson declined to comment on the financial terms of the settlement.

Aside from its squabble with Dish, the health and fitness company has leaned into artificial intelligence with last month’s launch of AI Coach, which helps fitness enthusiasts hit their goals with personalized and adaptive training plans.

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Freemotion Fitness, Aktiv Solutions Ink Distribution Deal https://athletechnews.com/freemotion-fitness-aktiv-solutions-distribution-partnership/ Wed, 21 Feb 2024 18:06:30 +0000 https://athletechnews.com/?p=103270 As part of the partnership, Aktiv will debut its newest strength training machine at Freemotion’s IHRSA exhibition this March Freemotion Fitness, the commercial equipment division of iFIT, and Aktiv Solutions, the commercial and home gym design company specializing in movement-based training, have joined forces to bolster their respective distribution networks. The deal will see Freemotion…

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As part of the partnership, Aktiv will debut its newest strength training machine at Freemotion’s IHRSA exhibition this March

Freemotion Fitness, the commercial equipment division of iFIT, and Aktiv Solutions, the commercial and home gym design company specializing in movement-based training, have joined forces to bolster their respective distribution networks.

The deal will see Freemotion use its global market reach to represent Aktiv’s specialty equipment, solutions and facility design capabilities. In return, Aktiv will expand its representation of Freemotion’s equipment to support the brand’s global customer reach.

The alliance comes after Aktiv last month named Mike Kelly its new global vice president of sales as it seeks to grow into key markets, form distribution partnerships and announce new products.

“By joining forces, we are poised to unlock new markets and propel our growth trajectory,” said Mark Watterson, Freemotion Fitness CEO.  “Together, we are stronger and better equipped to provide unparalleled fitness solutions for an ever-evolving industry.”

credit: Aktiv Solutions/Freemotion Fitness

The partnership will also bring “collaborative ventures” at industry events and shows — beginning with IHRSA 2024, where Aktiv will debut its recently launched Gym Rax Smith 3D Trainer within Freemotion’s exhibition on March 7th and 8th.

The partnership will also help the two fitness brands as they aim to redefine the fitness equipment landscape with various products and services to meet the evolving needs of operators.

“At Aktiv, we believe that successful fitness facilities offer more than simple function and utility – they deliver experiences,” said Bryan Green, founder and CEO of Aktiv Solutions. “As operators get more creative, movement-based modalities will continue to dominate the exercise floor. Our partnership with Freemotion strengthens our ability to offer the most comprehensive and impactful solutions for commercial clients everywhere.”

Watterson added that the partnership isn’t just about products but creating a “collective impact” for clients; Freemotion has notably collaborated with Orangetheory Fitness to create the OTF REFLEX Treadmill, which offers a 29% reduction in impact force when running.

“We know the Aktiv team well and believe in the power of collaboration to drive innovation and elevate the fitness experience for our customers,” Watterson said,

Freemotion will be found at booth #847 at IHRSA 2024, with Aktiv showcasing its new Smith 3D TrainerTM on March 7 and March 8.

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Top Fitness Equipment Makers Change With the Times https://athletechnews.com/top-fitness-equipment-makers-change-with-the-times/ Mon, 12 Feb 2024 14:44:49 +0000 https://athletechnews.com/?p=103017 Execs from Life Fitness, EGYM, Concept2 and iFIT share their thoughts and predictions on the future of fitness equipment By ensuring a fitness facility or gym has the latest equipment and diverse options, gyms can be competitive and attract and retain members, especially those without access to cutting-edge hardware at home. Athletech News spoke with…

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Execs from Life Fitness, EGYM, Concept2 and iFIT share their thoughts and predictions on the future of fitness equipment

By ensuring a fitness facility or gym has the latest equipment and diverse options, gyms can be competitive and attract and retain members, especially those without access to cutting-edge hardware at home.

Athletech News spoke with four leading fitness equipment companies, Life Fitness, iFIT/Freemotion, EGYM and Concept2, to learn about their products and predictions for how gyms and fitness facilities will evolve in the coming years.

Based on our conversations with these four top brands, fitness operators wanting to have an edge over the competition must offer top-tier strength training and user-personalized connected equipment, bridge the gap between in-gym and home-based workouts and build a robust community.

Life Fitness Embraces Functional Training, Cardio Content

Founded in 1977, Life Fitness has long been a staple in the industry, offering strength, cardio and accessories under its signature Life Fitness brand as well as Hammer Strength.

The fitness equipment maker recently launched LFX, a functional training experience combining equipment with programming, education and digital experiences to give gyms an all-in-one solution. Such systems are a necessity, as Life Fitness notes workouts like Olympic weightlifting, kettlebells and calisthenics are increasing in popularity with gym goers.

“LFX was born as a way to help facilities create these spaces, and then actually program the spaces to bring them to life for their members,” says Leigh Wierichs, global training and education manager at Life Fitness.

credit: Life Fitness

With LFX, gyms can select from seven pre-designed equipment packages, all containing a combination of Life Fitness and Hammer Strength functional training equipment. 

“Our customers wanted to optimize the functional training experience for their exercisers, and we wanted to empower them with easy-to-implement solutions,” she said.

Life Fitness also unveiled the Discover SE4 cardio console, allowing facilities to boost member engagement with immersive entertainment, connectivity, workout content and branding.

“SE4 was inspired by research with exercisers and customers with the goal of creating truly immersive experiences to drive member engagement,” said Nick Yogerst, Life Fitness product director, consoles. “We wanted to bring the technologies that consumers expect and utilize in their daily lives into the fitness facility.”

The SE4 is available across the line of Life Fitness Integrity+ and Aspire cardio machines. 

For Concept2, Quality Is Paramount

Peter Dreissigacker, who founded Concept2 in 1976 alongside his brother Dick, has been fully immersed in sport and fitness, launching Concept2 out of his love of rowing. The Vermont-based company went on to create the RowErg, an indoor rower, the SkiErg, a cross-country ski trainer and the BikeErg, a sport-based ergometer. 

Dreissigacker says the ideal “gym of the future” includes three simple things: strength, cardio and Wi-Fi. 

“There will always be weights, perhaps along with some other kind of strength apparatus,” Dreissigacker said. “There will always be cardio to get people moving and (if they don’t already have it) the ‘gym of the future’ will have Wi-Fi to let people connect to their chosen ‘tribe’ and personal devices will be used in the gym to connect to a favorite app for training advice, recording their workouts in a log, entertainment and connecting to other users.”

As for what gives Concept2 the edge over other fitness equipment providers, Dreissigacker emphasizes the brand’s sport-based conception. 

“We came to this industry from the sport (rowing) and were focusing on the requirements of the sport and not the fitness industry,” he said. “One of the things of top importance to us was that every RowErg out there would give identical results all the time, which sounds simple, but there is a lot involved to ensure that happens. We have heard many times the RowErg referred to as ‘The Gold Standard.’”

credit: Concept2

Concept2 has come a significant way from producing a paper-based ranking system of times for specific events on the RowErg, notes Dreissigacker.

“As the world moved to the web, more opportunities became available for making connections and driving the ‘Concept2 Culture,’” he said. “Now, there is racing over the internet, online ranking data and training with partners and even strangers around the world in real-time, all part of our free app.”

Just as sports and fitness can drive fellowship, Dreissigacker believes fitness consumers are looking for equipment that can stand the test of time while providing a sense of community.

“There is certainly a portion of fitness consumers who want to be connected to others and I think consumers want to have that ability,” he said. “Some things don’t change. People want something that feels good to use, and they want something that has the quality to last.”

iFIT, Freemotion Go All-In on Connected Fitness

Freemotion, the commercial equipment branch of Utah-based iFIT, is reinvigorating the cardio experience at gyms with its 22 Series, a perfect blend of content and hardware that meets the needs of modern fitness operators. 

The 22 Series features six connected cardio machines: an incline trainer, Reflex treadmill, elliptical and three bikes, all equipped with HD touchscreen displays and access to iFIT workout content.

“The conversation (with fitness operators) has shifted from, ‘I need to replace my treadmills’ to ‘I need a digital solution,’” explains Peggy Vo, director of global marketing for Freemotion.

credit: Freemotion Fitness/iFIT

The 22 Series allows members to access iFIT’s vast library of coach-led workouts and takes it a step further with auto-adjusting technology, where speed and incline change depending on what’s happening on-screen. Users also can intervene to adjust the hardware manually.

“We like to call it ‘auto-magic,’” Vo says. “If you’re doing a climbing workout the incline is automatically going to climb as the terrain is climbing. As an exerciser, you don’t have to think about anything.”

Member retention has always been the biggest hurdle facing fitness operators, notes Vo, but with Freemotion and iFIT, members using in-gym Freemotion equipment can continue outside of the gym with the iFIT app. 

“This is a perfect solution to keep up with your members who want to work out outside of the gym,” Vo said. “Members can do a workout series on Freemotion equipment (in-facility), but if they can’t come in next week for whatever reason, say they’re traveling, they can go to any hotel gym and run the iFIT program on another treadmill.”

Freemotion offers gyms the option of purchasing membership-wide access to an iFIT subscription, boosting the member experience.

As Vo points out, it’s imperative that fitness operators embrace that some fitness consumers have adopted a hybrid approach.  

“We tell our customers, ‘You need to have a digital solution because you’re going to lose your members if not,’” she said. “You want them to use your digital solution and not someone else’s.”

EGYM Is the Leader in Smart Fitness

EGYM, a Munich-based global fitness technology company catering to commercial and boutique segments, has had a stellar 2023, receiving $225 million in growth capital and nailing its first profitable year.

Fifteen thousand facilities worldwide use EGYM’s products and services, such as its Fitness Hub, personalized Smart Strength trainers, Smart Cardio and digital fitness solution Mobile Packs.

Since the fit tech company has made exercising smart and efficient for operators, EGYM’s chief product officer, John Ford, envisions the “gym of the future” touting interconnected and interactive cardio and strength machines.

“Analog tools will (still) be popular, but the experience on these analog tools will also be digitally supported for users who desire the support,” he says.

credit: EGYM

Although EGYM released an eye-opening survey this fall revealing that many gyms haven’t fully adopted digital technology, Ford predicts fitness operators will strive to make seismic shifts in 2024.

“We have seen a big change in awareness and interest in EGYM products in newer markets this past year, across all gym types and segments,” he shared.

Of all of EGYM’s offerings, Ford points to the fit tech brand’s classic line in Circle Mode (a synchronized mode for guided and time-efficient workouts) as having stood the test of time. 

“Circuits have always been an effective and efficient way to get beginners training with less intimidation,” Ford said. “EGYM first enhanced this model with digital guidance and motivation over ten years ago, and to this day, 50% of our machines are installed in this mode to engage and guide new exercisers to success.”

He says EGYM’s key differentiator is its focus on digital equipment, ready to provide an entire ecosystem for operators who desire an entirely tech-first concept.

“There are competitors in the space that offer everything you might find in a gym,” Ford said. “They might have hundreds of analog products and a subset of true tech products. We believe it’s a lot easier to focus on great tech-driven experiences because 100% of our products are technology products.”

Ford also points to the increased recognition of strength training benefits and how that is changing fitness operators’ needs.

“Cardio floors are shrinking everywhere, and strength trainers are now a solid majority in gyms,” he said. “Groups that traditionally strength trained less, such as women, are breaking the old norms and becoming lifters. It’s great to see the modality getting the appreciation it deserves.”

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How Gyms Can Win Members With the Right Cardio Experience https://athletechnews.com/how-gyms-can-win-members-with-the-right-cardio-experience-freemotion/ Thu, 08 Feb 2024 14:48:32 +0000 https://athletechnews.com/?p=102956 Gyms that install Freemotion Fitness equipment get an automatic boost from iFIT content, which is already enjoyed by more than 7 million people 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…

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Gyms that install Freemotion Fitness equipment get an automatic boost from iFIT content, which is already enjoyed by more than 7 million people

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.”

Adam Guier (credit: Freemotion Fitness/iFIT)

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.”

credit: Freemotion Fitness/iFIT

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.” 

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Trainer Talks: iFit’s Paulo Barreto Blends Intensity & Empathy https://athletechnews.com/trainer-talks-ifit-paulo-barreto-exclusive-interview/ Fri, 02 Feb 2024 17:22:16 +0000 https://athletechnews.com/?p=102809 Paulo Barreto fuses fitness with life lessons, teaching the art of resilience and the power of consistency Paulo Barreto embodies a unique style of compassion and tenacity. Specializing in high-intensity interval training (HIIT), bodyweight mechanics and kettlebell exercises, the iFit trainer brings a unique blend of rigor and support to his coaching style. Often described…

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Paulo Barreto fuses fitness with life lessons, teaching the art of resilience and the power of consistency

Paulo Barreto embodies a unique style of compassion and tenacity. Specializing in high-intensity interval training (HIIT), bodyweight mechanics and kettlebell exercises, the iFit trainer brings a unique blend of rigor and support to his coaching style. Often described as a “sour patch,” he combines the toughness necessary for physical endurance with a warmth that encourages and motivates his clients.

His approach to fitness goes beyond traditional methods, emphasizing the transformative power of disciplined, high-energy workouts. Barreto’s philosophy centers on the idea that fitness is not just a physical journey, but a gateway to overall life improvement, building both physical strength and mental toughness. This approach breeds loyalty among clients.

With his wife and business partner Hannah Eden of Hannah Eden Fitness, Barreto continues to inspire and challenge individuals to reach their full potential, overcome obstacles, and lead a healthier, more dynamic life.

Athletech News spoke with Barreto about his approach to training, client retention and motivation.

 This conversation has been lightly edited for clarity and length.

Athletech News: You specialize in HIIT, bodyweight mechanics and kettlebells. How do you incorporate these techniques into personalized training plans, and what benefits do they offer compared to traditional training methods?

Paulo Barreto: As much as fitness and training are vital parts of living a more vibrant life, I understand they can sometimes be the most challenging commitments one makes to oneself. By this, I mean that typical life chores and daily to-dos tend to take priority when choosing to carve out 30 or more minutes per day to dedicate to moving your body.

I like to incorporate intense and diverse workout routines where we can use a mix of strength compound movements with explosive and powerful exercises to get the most out of a workout in 30 minutes or less.

A wise man once said, “The best workout is the one that keeps you coming back.” So, I’ve found that breaking the monotony of slower and more boring routines with fast-paced workouts that require minimal equipment — such as bodyweight exercises and one heavy kettlebell — works well to keep my athletes engaged and eager for more. It helps eliminate the “barriers to entry” if all you need is a 6×6 area in your living room and one piece of equipment you keep under your bed. With fewer excuses, we achieve more.

credit: Paulo Barreto/iFIT

ATN: Given your experience, you must have encountered clients with various obstacles and limitations. How do you approach these challenges, and what strategies do you employ to help clients overcome them?

PB: The most common limitations I’ve encountered are self-limiting beliefs. To overcome these, it’s crucial to help the athlete reframe the view they have of themselves in their mind. Changing their perspective requires them to feel safe and supported. 

Fitness is about becoming vulnerable in order to become stronger. We must first understand what we lack and what we need, and then know what we have to do to improve. It’s about creating a safe space where clients can cut through their excuses and truly understand the underlying reason they choose to temporarily suffer and work hard. This process fosters accountability and encourages consistency.

ATN: Your coaching style is described as a blend of toughness and support. How do you balance these elements to create a supportive yet challenging training environment?

PB: Support during the process is essential so that the athlete feels they don’t have to figure out the next steps alone. However, toughness is also necessary to hold them accountable. As humans, we often seek the path of least resistance, which can involve deceiving ourselves. If you ask any conscious individual whether an active lifestyle would improve their lives, I’d argue that the vast majority would say “yes,” yet most choose the opposite.

We manufacture lies and excuses to remain complacent and comfortable. Allowing a client to continue this behavior means you’re no longer equipped to guide them toward choosing the harder path. Therefore, I focus on fostering extreme ownership in my clients, helping them become true to who they are and what they need to do to become who they want to be. Being tough doesn’t mean being cruel, loud, or excessive; it means empowering their stronger self to take the lead in what they do next.

credit: Paulo Barreto/iFIT

ATN: Your 75-mile paddleboarding journey across the Atlantic was both a physical and mental feat. How do you translate personal achievements into motivational tools for your clients?

PB: Completing a 75-mile paddleboard journey across the Atlantic, from Bimini to Florida, was a challenge that took me around 16 hours. Initially, I struggled to stay on my board and, in hindsight, my ocean training wasn’t entirely sufficient. Yet, I took on the challenge with the mindset of “I will figure it out,” although the figuring-out part took much longer than expected.

We launched our boards at 12:30 am, navigating the pitch-black ocean amidst a mix of excitement and fear. With every stroke, I grappled with thoughts of sharks and other marine life potentially swimming beneath me. My mental toughness was tested every minute, and my fortitude broke down several times, forcing me to rebuild it repeatedly.

The thought of quitting crossed my mind more times than I can recall, as my mind conjured up creative justifications for not completing the journey. Nevertheless, I kept paddling. It taught me many lessons, but perhaps the most impactful was that the only way to fail is to quit. This lesson applies to fitness, life, relationships and business – you can never fail if you just keep on paddling. This is the motivation and perseverance I aim to instill in my clients.

ATN: How do you and Hannah integrate the belief that fitness leads to a better life into your business model and translate that to your clients?

PB: Fitness laid the foundation for everything we have today in our lives and business. It was in the gym where we learned the power of delayed gratification, the importance of working consistently day in and day out, with the understanding that the compound effects would manifest later down the road. It’s where we realized that if we follow a plan and show up as our most formidable selves, giving our best effort, then achieving our goals becomes not a question of if but when. These traits are transferable to all aspects of our lives.

This journey begins with temporary suffering, leading to becoming a stronger human on the other side. The lessons we’ve learned are universal, even though their applications can be endless. Hence, our passion lies in igniting change in as many people as we can reach. We want them to discover these lessons for themselves and to strive for what they once thought was unattainable.

This philosophy has profoundly impacted our client base, encouraging them to see fitness not just as a physical journey but as a transformative life experience.

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CEO Corner: iFIT’s Kevin Duffy on the ‘World’s Most Effective’ Fitness Platform https://athletechnews.com/ceo-corner-kevin-duffy-ifit-exclusive-interview/ Thu, 01 Feb 2024 00:18:45 +0000 https://athletechnews.com/?p=102716 Duffy and the iFIT team are leaning into AI, digital content and hardware integrations to build the ultimate fitness experience 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,…

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Duffy and the iFIT team are leaning into AI, digital content and hardware integrations to build the ultimate fitness experience

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.

credit: Freemotion Fitness/iFIT

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. 

credit: iFIT

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.  

The post CEO Corner: iFIT’s Kevin Duffy on the ‘World’s Most Effective’ Fitness Platform appeared first on Athletech News.

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Trainer Talks: iFIT’s Hannah Eden on Forging an Unstoppable Mindset https://athletechnews.com/trainer-talks-ifit-hannah-eden-exclusive-interview/ Fri, 19 Jan 2024 19:54:07 +0000 https://athletechnews.com/?p=102268 Hannah Eden brings the mentality she honed as a CrossFit Games athlete to uplift and empower as a fitness influencer and entrepreneur 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,…

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Hannah Eden brings the mentality she honed as a CrossFit Games athlete to uplift and empower as a fitness influencer and entrepreneur

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.

credit: Hannah Eden

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.

credit: Hannah Eden

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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Engagement Through Enthrallment: The Key to Acquiring (and Keeping) Members https://athletechnews.com/freemotion-fitness-engagement-through-enthrallment/ Thu, 11 Jan 2024 15:25:08 +0000 https://athletechnews.com/?p=101989 As part of the iFIT family, Freemotion Fitness combines best-in-class equipment with the world’s leading fit tech solution, including immersive workout content It’s becoming a bit of a cliché, but it’s true – the fitness industry is evolving fast. From the increasing role of preventative healthcare to digitalization and the other technological innovations that are changing…

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As part of the iFIT family, Freemotion Fitness combines best-in-class equipment with the world’s leading fit tech solution, including immersive workout content

It’s becoming a bit of a cliché, but it’s true – the fitness industry is evolving fast. From the increasing role of preventative healthcare to digitalization and the other technological innovations that are changing how exercise is “consumed,” it seems that there’s constantly something new to absorb. 

Faced with this quickly changing landscape, however, it’s important to remember that the three cornerstones for success remain unchanged: facility operators still need to attract, engage and retain members. 

More Than a Workout

To keep people truly engaged, clubs have realized they need to do more than merely provide equipment and a place to exercise at a suitable price point. The modern fitness consumer is looking for a more holistic approach to fitness. One that keeps them motivated, connected and committed to their wellness journey. 

Freemotion Fitness was among the first commercial equipment companies to recognize this, well before the COVID-19 pandemic. It acknowledged that engaged members are much more likely to both achieve their fitness goals and also remain loyal to their chosen fitness facility. 

As part of the iFIT family of companies, Freemotion was in a perfect position to come up with an innovative approach, combining best-in-class equipment with the world’s leading fitness technology solution. It launched a revolutionary, interactive cardio line – the 22 SERIES – in 2020, which seamlessly integrates with the iFIT digital platform. Using the two elements (digital and equipment), gyms and health and fitness facilities are now able to create a groundbreaking omnichannel service that redefines the fitness experience.

Understanding Member Engagement

The 22 SERIES machines go beyond traditional cardio machines. As engaging the user was at the heart of the design process, each piece of equipment in the 22 SERIES incorporates cutting-edge technology that transforms a workout into an interactive and immersive experience. 

The machines feature a vibrant and responsive touchscreen with access to the full iFIT library of exercise experiences. Via iFIT, users can access a plethora of workouts, virtual landscapes and training programs, creating a personalized and engaging exercise routine. Each 22 SERIES machine also features auto-adjusting technology that controls the speed, resistance, incline or decline in sync with the on-screen coach’s command and route topography. As there is no need to manually adjust the machine, the user can focus on their workout and maximize their training outcomes.

credit: Freemotion Fitness/iFIT

“For facility operators, the crucial aspect is how all the innovations included in the 22 SERIES are geared to work towards one result – to keep the exerciser engaged and reaching their goals,” says Adam Guier, VP/North America Sales at Freemotion. “The on-screen vivid imagery and motivational coaching, delivered by iFIT’s team of world-class trainers, are matched by the equipment’s revolutionary auto-adjusting technology. While on a 22 SERIES machine, exercisers can transport themselves anywhere in the world, choosing a location or terrain and a level of workout they enjoy the most. From running along the beaches of Hawaii to cycling through the streets of Paris, users can escape the monotony of traditional workouts and stay motivated and educated by exploring different environments.”

“There is also data-driven personalization, thanks to each user having their own iFIT membership. Leveraging the platform’s power of technology, the 22SERIES tracks users’ performance and progress,” Guier adds. “The data can then be utilized to choose future workouts, ensuring that each session is challenging yet achievable. The ability to see tangible results fosters a sense of accomplishment, driving sustained engagement.”

iFIT Integration & Omnichannel

At the core of Freemotion’s member engagement strategy is a seamless integration with the iFIT platform. It is a dynamic fitness ecosystem that connects users with world-renowned trainers, provides interactive workouts and fosters a sense of community.

“Thanks to iFIT, Freemotion’s commitment to member engagement extends beyond the gym floor,” Guier remarks.” Rather than ‘just machines,’ Freemotion can offer fitness facilities with a ready-made omnichannel solution to offer their members.”

“A true omnichannel solution means shifting away from a purely brick-and-mortar offering and creating a ‘club without walls,'” he adds. “It means providing all the fitness options that consumers expect to have at their disposal.”

To deliver a successful omnichannel experience, it’s essential that operators provide their members with plenty of touchpoints and opportunities to engage in workouts to keep them connected with the club and its brand. All touchpoints need to be connected in a coherent way so that members can move seamlessly between channels without encountering any obstacles or off-brand experiences.

As well as accessing iFIT at the gym via Freemotion, members can also access their iFIT at home via NordicTrack and ProForm equipment, and on the go via the iFIT app. 

“For example, a member can start a 12-part running adventure on the Freemotion 22 SERIES treadmill at the club, then they can continue their journey on their iFIT-enabled home fitness equipment – or by using the app, listening to their coach as they take their exercise outdoors,” Guier says. “Wherever they are, members can access a seamless, interactive and multi-sensory fitness experience at their gym, their home, via their phone or on their tablet. This means they will have a personalized experience which is linked to their individual iFIT profile – which facility operators can use for further engagement.”

credit: Freemotion Fitness/iFIT

Trust the data

The claim that Freemotion and the iFIT platform achieve results for clubs is backed by data. Clubs with iFIT-enabled Freemotion equipment record more exercises (10.5 workouts per month, compared to the national average of 8.5). 

“By choosing Freemotion and iFIT, facilities are also tapping into a huge, existing resource,” Guier says. “iFIT’s 8-million members stream 2.2 million hours of content each day globally. In other words, iFIT is a readymade omnichannel ecosystem; operators can simply plug in and play to connect with members, drive engagement, and secure retention within their facilities.” 

“By embracing technology, personalization, and an omnichannel approach, Freemotion Fitness has not only set a new standard for the fitness experience but has also positioned itself as the market leader in fostering sustained member engagement,” Guier concludes. “In a world where staying fit is not just a trend but a lifestyle, Freemotion stands out as a beacon of innovation, motivating individuals to embark on their fitness journeys with enthusiasm and dedication.”

As the fitness industry continues to evolve, Freemotion remains at the forefront, continuously pushing the boundaries of what is possible in the pursuit of healthier, engaged and fulfilled lives.

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