iFIT, a Utah-based fitness technology company, is making significant moves to redefine how people engage with connected fitness. Best known for its extensive library of digital workout content and integration with fitness equipment from brands like NordicTrack and ProForm, iFIT is now focusing on creating deeper, more personalized connections between users and their fitness journeys. This includes a push for innovative user engagement models, in-person events, and advanced AI-driven personalization.
Moving Beyond the Pandemic Fitness Boom
As the pandemic-driven surge in home fitness begins to normalize, iFIT is recognizing the need for a new approach to connected fitness. According to Mark Phillips, iFIT’s chief marketing officer, the current climate presents a unique opportunity to innovate and develop a different user-engagement model. This shift involves moving beyond simple streaming workouts to create a more immersive and personalized fitness ecosystem. iFIT’s strategy is about fostering a sense of community and creating stronger relationships between its members and trainers.
Experiential Events and In-Person Connections
A cornerstone of iFIT’s new strategy is the creation of in-person events designed to connect its more than six million members with the trainers they see on screen. This initiative began in 2023, when iFIT invited some of its members to a commercial shoot in Los Angeles, where they met their favorite trainers. The emotional impact of this experience has led iFIT to expand these experiential events.
In 2024, iFIT partnered with Olympic Gold Medalist Alex Gregory to host a five-day rowing experience in Portugal. This event allowed members to meet popular iFIT trainers, participate in workouts, and attend talks and hiking excursions. Looking ahead, iFIT plans to send members to the 2025 London and Boston Marathons, offering further opportunities for connections with trainers and fellow fitness enthusiasts. These events are designed to foster a deeper sense of community and motivation among iFIT members.
AI-Powered Personalization
iFIT is also investing heavily in technological innovations to personalize the fitness experience. A key development is the introduction of AI Coach, an artificial intelligence tool currently in beta mode. This personalized fitness assistant communicates with members through text messages, providing daily workout plans and motivational support. The AI Coach is designed to learn individual preferences and fitness levels, adapting to the user’s needs over time. It offers workout recommendations based on user goals, ensuring that each person receives a tailored fitness plan.
SmartAdjust™ and ActivePulse™
iFIT utilizes proprietary technology such as SmartAdjust™ and ActivePulse™ to further personalize workouts. SmartAdjust™ automatically matches the speed, incline, and resistance of iFIT content and trainers to the user’s fitness level. This ensures that members remain fully immersed in their workouts while maintaining the correct intensity for their needs. ActivePulse™ goes a step further by using a member’s heart rate information to automatically adjust the workout intensity, keeping users in their optimal heart rate zone. These features are available on iFIT-enabled equipment like treadmills, bikes, and rowers.
The iFIT Ecosystem: Hardware, Software, and Content
iFIT operates a comprehensive fitness ecosystem that combines hardware, software, and content. Its hardware includes a range of equipment from NordicTrack and ProForm, including treadmills, bikes, ellipticals, and rowers, all designed to integrate seamlessly with the iFIT platform. iFIT’s operating system has been recently updated with faster screens and processors for a more responsive user experience.
Content Library
iFIT boasts a vast library of on-demand and live workouts led by expert trainers. The library includes over 10,000 workouts, with new content added regularly. This content spans a wide range of fitness activities, including cardio, strength training, yoga, HIIT, and meditation. The workouts are set in diverse locations around the world, enhancing the immersive experience and keeping users motivated. Additionally, iFIT is expanding its content to include wellness programs addressing mental health and anxiety, such as the “Anxiety: Work It Out Series”.
Global Workouts and Interactive Experiences
iFIT’s signature “Global Workouts” transport users to stunning locations around the globe. These workouts are filmed in first-person perspective, giving the user the sensation of being on a journey with the trainer. From Antarctica to Bora Bora, iFIT aims to make fitness feel like an adventure. Through an exclusive partnership with Google Maps, users can also create their own interactive routes anywhere in the world.
Software and Platform
The iFIT software platform is designed to connect content with hardware, offering a unique two-way user experience. The platform allows trainers to remotely control the equipment’s settings in real time, adjusting parameters like speed, incline, and resistance during live-streamed classes. This interactive feature provides a touchless workout experience that sets iFIT apart from competitors. The iFIT platform can be accessed through iFIT-enabled equipment, as well as smartphones, tablets, and smart TVs. Users can also connect their iFIT accounts with apps such as Apple Health, Garmin Connect, Strava, and Google Fit.
Competitive Landscape
iFIT operates in a highly competitive market, facing challenges from other connected fitness companies like Peloton, Tonal, Vitruvian, and FORME. These competitors also offer smart fitness equipment and digital workout content, but iFIT differentiates itself through its extensive content library, global workout experiences, and focus on in-person events and AI-powered personalization.
Key Differentiators
iFIT’s key differentiators include:
- Vast Content Library: iFIT offers a much larger library of workouts, including outdoor and global experiences.
- Trainer-Led Workouts: The platform focuses on immersive, trainer-led workouts that feel personal and engaging.
- In-Person Events: iFIT’s commitment to experiential events and in-person connections sets it apart from many competitors.
- AI-Powered Personalization: AI Coach, SmartAdjust™, and ActivePulse™ provide personalized workout experiences.
- Hardware Integration: Seamless integration with its line of NordicTrack and ProForm equipment.
Subscription Model
iFIT operates on a subscription-based model, offering two main membership tiers:
- Train Tier: Priced at $15 per month or $144 per year, this tier allows access to all of iFIT’s fitness content on mobile devices or tablets.
- Pro Tier: At $39 per month or $396 per year, this provides access to content on all devices, including equipment with built-in monitors, and is the most popular choice for those who own iFIT-enabled machines.
Both memberships offer access to a wide variety of workouts, global experiences, and personalized recommendations, but the Pro tier gives users the full benefit of the platform’s integrated hardware features. The memberships are auto-renewing but can be canceled at any time.
Future Prospects
iFIT is committed to innovation and growth within the connected fitness industry. The company is focused on expanding its global reach, leveraging data analytics to improve user experiences, and developing new technologies that enhance fitness outcomes. The company’s mission is to create the world’s most holistic health and fitness platform, integrating physical fitness, mental health, nutrition, and active recovery into a seamless, interactive experience. With a robust product portfolio, a strong financial foundation, and a global member base, iFIT is poised to remain a major player in the connected fitness space, continuously adapting to the evolving needs of its users.
In conclusion, iFIT is actively working to transform the way people approach connected fitness, moving towards a more personalized, immersive, and community-focused experience. By combining cutting-edge technology, a vast content library, in-person events, and a commitment to innovation, iFIT is well-positioned to lead the next wave of the fitness revolution.
