During the pandemic, Gary Simpson had a realization that his at-home rowing experience could benefit from connectivity. Specifically, he sought a connected fitness solution that would work with his Concept2 rowing machine, the industry’s most popular erg.

Simpson already had entrepreneurial experience, having founded Transit Wireless, which provides wireless infrastructure for the New York City subway system. Driven by his desire for a better connected rowing solution, Simpson founded myrow, which sells a 22-inch, full-color HD touchscreen tablet that attaches to and connects with the Concept2 rowing machine to provide users with at-home workouts.

Athletech News spoke with Simpson about what differentiates myrow from competitors, where myrow fits into the larger connected fitness industry and the company’s biggest challenges as it scales.

This conversation has been lightly edited for clarity and length.  

Athletech News: What differentiates myrow from competitors in the connected rowing space? 

Gary Simpson: We took the best erg on the market and are transforming it into a connected fitness machine. For existing Concept2 owners, you can upgrade your workout and keep your machine for an investment of $499 plus a monthly subscription ($29.99).

The content and features that myrow go far beyond anything that is currently available for the Concept2. We have the competitive edge on price point, compared to what is currently on the market. The Concept2 (sold separately) with the added myrow monitor is priced at about $1,500, while competitors charge between $2,500-$3,000 for an erg with a comparable screen.

If you’re in the market to buy a new rowing machine and were interested in the Concept2 but deterred by the lack of a connected fitness experience, myrow solves that problem at a compelling price point. It won’t feel like an add-on product; instead it was designed to feel like it belongs with the Concept2.

ATN: With connected fitness flux, including rowing-based brands, where do you see myrow fitting in? 

GS: With an aging population, rowing will continue to be a perfect at-home workout. At-home rowing machines offer a highly efficient full-body and low-impact workout. Rowing machines are more effective than exercise bikes and treadmills, as they target and strengthen all major muscle groups throughout the entire body, including the legs, glutes, core, arms, back and shoulders in a low-impact workout.

Rowing accomplishes calorie-burning and muscle-building. We hope to tap into the huge base of Concept 2 owners to offer an immersive connected fitness experience. In our beta testing last year, we had over 3,000 applicants (who own the Concept2) to test the product, which gives us confidence that it is something the Concept2 world will embrace. 

ATN: As a startup, what have been your biggest challenges and successes thus far? 

GS: As with all start-ups every day is a challenge, but every day is a success if you get to the next day!  We were thrilled with all the excitement and interest when we unveiled the product at the Consumer Electronics Show (CES), the largest electronic show in the world, and hope to take that momentum with us as we set our sights on the launch this Spring.  

ATN: What can users expect to see from myrow when it launches? 

GS: We are excited to start taking pre-orders for the product at www.myrow.com in early April and will begin shipping to consumers at the end of May. 

When we launch this Spring, the myrow tablet will come pre-loaded with over 80 video workouts and over 200 workouts and training plans (non-videos) and will have a constantly growing library with a variety of classes. In addition to the instructor-led workouts, there are also group rows, challenges, the ability to create your own workouts and preset workouts, including Concept2’s “Workout of the Day.”

 The tablet also provides the user with a deep level of metrics and analytics to help users improve their performance and achieve their fitness goals. 

The post Myrow Founder Sees Bright Future for Connected Rowing appeared first on Athletech News.

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

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

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

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

The 22 SERIES 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.”

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

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

Machines That Work Out With You

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

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

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

Expert Guidance 

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

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

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

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

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

Guier sums up the 22 SERIES experience like this:

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

The Omnichannel Advantage

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

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

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

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

The post With Freemotion’s 22 Series, Cardio Is a Member Engagement Tool appeared first on Athletech News.

A new fitness mirror has hit the market — and this time, it’s powered by AI and driven by DNA. 

Alter, a biometric-based at-home fitness and wellness ecosystem, has officially launched, empowering consumers with DNA-based insights to personalize workouts and recovery for optimal results.  

Taking human performance to the next level, Alter uses a non-invasive cheek swab to identify 13 traits such as exercise responsiveness, stress and anxiety resilience, inflammation risk, carb, fat, and protein responsiveness, weight loss and ease of keeping weight off, mental decline risk, chronotype, motivation level and bone density risk.

After receiving a personalized report, an Alter Signal wearable is provided to gauge readiness and recovery needs and can be worn as a watch, armband or clipped to a bra. An app pulls the entire Alter experience together with personalized insights, including genetics-informed workout plans, nutrition advice, sleep reports and access to fitness and wellness coaches for one-on-one guidance.

Alter’s 50-lb mirrored device is the essential component of the experience, offering a pathway to personalized workouts, real-time heart rate tracking and AI-powered form correction. Designed to be low-profile, the fitness mirror blends into a living space when not in use. 

While Alter will recommend the ideal cardio and/or strength workout, it will also encourage “work-ins” when needed — opportunities for recovery through breathwork, yoga or sound baths.

“The science that is integrated into Alter is our superpower – we have taken the guesswork out of working out (to) give people a program that will work optimally for them,” said Scott Cohen, who co-founded Alter along with Blake Johnson. “Beyond the incredible science, we are making Alter accessible to as many people as possible through guaranteed financing and waived monthly subscription fees when they hit their goals to truly make an impact on human wellness.”

Alter charges $39.99/month as a membership fee for individuals or $59.99/month for households of up to five people. As an incentive, Alter will waive the membership fee once its AlterSense plans are completed. Aside from the membership fee, the Alter system is either $99/month or a one-time payment of $2,995.

The purchase also includes an equipment pack consisting of a yoga mat, foam roller and exercise bands. Additional equipment add-ons like weights are also available.

Personalized Daily Fitness

A holistic approach to wellness is crucial for achieving and maintaining overall health, points out Lauren Sherman, Alter’s chief experience officer. With rich insights, Alter can address the unique day-to-day needs of each individual. 

“If someone gets poor sleep after a night out, for example, our coaches tailor the user’s daily fitness plan based on what their body is capable of and needs that day, so instead of strength training, we might suggest a work-in like yoga,” Sherman tells Athletech News. “This comprehensive approach – rather than solely focusing on reps completed – ensures that users receive tailored support across all aspects of their wellness journey.”

Alter’s technology puts consumers in the driver’s seat of their health journey while navigating barriers in traditional care.

“When it comes to wellness, ease and accessibility continue to be paramount to consumers,” Sherman said. “By democratizing access to this personalized approach, we’re making it easier for everyone to prioritize their health and well-being, which is increasingly important in light of the rising challenges with healthcare.”

Can Alter Turn the Connected Fitness Tide?

Connected fitness mirrors haven’t had the best of luck on the market recently – Lululemon famously scrapped its mirror endeavors last year.

However, Alter’s ecosystem encompassing health data and personalized programs may cast its fitness mirror in a new light. The company’s executive team includes leaders from Nike, Under Armour, professional sports organizations and leagues, Mayo Clinic, National Academy of Sports Medicine (NASM), Stanford Sleep Lab and UCSF Human Performance Center.

Looking ahead, Sherman says the company will listen closely to feedback to enhance the Alter ecosystem.

“We’re continually adding new classes and programs and are moving into R&D – we will have some exciting updates in the coming months; stay tuned,” she said.

The post Alter Launches DNA Fitness System, Smart Mirror appeared first on Athletech News.

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

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

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

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

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

Best-In-Class Content Drives Engagement

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

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

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

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

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

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

Machines That Work Out With You

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

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

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

Expert Guidance 

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

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

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

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

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

Guier sums up the 22 SERIES experience like this:

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

The Omnichannel Advantage

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

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

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

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

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

All products featured on Athletech News are independently selected by our editors. However, when you buy something through our retail links, we may earn an affiliate commission

The new Peloton Tread+ has been a long-awaited release in the fitness community after the treadmill’s recall in 2021 due to safety issues. As of December 2023, the Tread+ was available for pre-order, with deliveries having begun early this year.

The Tread+ is bigger and better than ever, with a price tag to match, at $5,995. The premium version of Peloton’s treadmill comes packed with features like a 32” HD touchscreen, automatic incline, shock absorption and more. It also comes with new safety features, providing valuable piece of mind.

Athletech News tested the Peloton Tread+ to see if the connected fitness brand’s latest launch is worth the investment.  

Pros

One of the biggest benefits of the Tread+ is that its large screen size and impressive sound system make the Peloton classes even more engaging. It has a 32” HD touchscreen, which is one of the largest screens I’ve seen on a piece of cardio equipment. The screen can be tilted up or down at a 30-degree angle, but not rotated from side to side.

Like the Tread, Peloton’s base-model treadmill, the Tread+ comes with customizable screen features. For example, users can swipe away the leaderboard and the stats at the bottom of the screen (including pace and incline). One of the best features of the treadmill was its automatic incline feature, which follows the instructor’s incline cues. I found it enjoyable to only have to focus on speed instructions during the workout.   

The belt has rubber slats that run horizontally along its platform that are incredibly shock-absorbent, similar to the premium Woodway treadmills. Running at a range of different speeds, I felt less strain on my joints, which could be perfect for runners facing chronic injuries. Fast speeds felt more like gliding, with very little of the usual treadmill bouncing.  The deck is also extremely long, at 67”, which allows for a more comfortable running experience. For taller users, this could be a key new feature. 

Speed and incline are controlled by knobs that are easy to change, even during fast sprints. You can increase the knobs in increments of 0.1 mph or 0.5 mph. Jump buttons in the center of the knobs also increase speed or incline by 1.0 increments. The incline can reach grades of 15%, compared to the maximum incline of 12.5% on the Tread. 

One of the most fun new features of the Tread+ is the “Free Mode” button, which turns off the motor and lets the user move the running surface alone. Free Mode works best while holding onto the treadmill and is an interesting new way to endurance train.

Other newer features that are not unique to the Tread+ include Peloton Entertainment, where users can stream TV, shows, movies, and live sports while running, and Scenic Runs, where they can follow instructors on runs in locations across the globe. Both features are elevated with the Tread+’s large screen and sound system. 

As for safety, Peloton now has the standard features of a safety key and a software-based Tread lock that requires a passcode to use the equipment. It also has a rear safety guard. If anything (or anyone) gets stuck, the guard falls open and stops the treadmill’s belt from moving, providing users extra piece of mind. 

Cons 

The biggest potential downside of the Tread+ is its price: $5,995, which is double the price of the $2,995 base Tread model. The Tread+ extremely high-end treadmill that might be worth it to dedicated treadmill runners but could be excessive for more casual users. However, it remains cheaper than many of competitor Woodway’s treadmills, which hover around $10,000. 

The Tread+ is around 430 pounds and measures 7.25” L x 36.5” W x 72” H. The dimensions of the running surface are 67 long x 20” wide. Moving the Tread+ would likely be a daunting task, so it could be better for those who are more settled in long-term homes.  

For those who would use the Tread+ without headphones, it was also difficult to hear the audio over the sound of the belt at speeds more than about 8 miles per hour. This is likely an issue with most large rubber slat treadmills but could be disruptive in small spaces. 

Final Thoughts

Overall, if the shock-absorbent slat-based running system, large screen, and extra running surface room are worth the Tread+’s high price tag to you, consider investing in what is likely one of the most premium treadmill experiences on the market.  

Read more ATN Product Reviews here.

The post Product of the Week: Peloton Tread+ Is Premium in Every Way appeared first on Athletech News.

Peloton’s comeback story is beginning to look more like a tome in its adventures of successfully pivoting to a less hardware-centric model. Shares of the connected fitness company dropped around 23% on Thursday after Peloton lowered its full-year 2024 revenue to $2.68 – $2.75 billion, down from its previous forecast of $2.70 and $2.80 billion.

In its Q2 2024 results, the connected fitness company posted total revenue of $743.6 million ($319.1 million of connected fitness revenue and $424.5 million of subscription revenue) for the three months ending December 31, 2023, in line with the company’s $715 million to $750 million guidance range. 

Peloton also saw a net increase of 40,000 paid connected fitness subscriptions in the quarter, ending with 3 million, but it experienced a net reduction of 44,000 in paid app subscribers, ending with 718,000.

Sales revenue of Peloton products increased to $743.6 million in the quarter when compared to Q1’s $595.5 million, but are down when compared to $792.7 million a year earlier in Q2 2023.  

In a letter to shareholders, Peloton CEO Barry McCarthy wrote that the biggest challenge continues to be growth at scale.

University of Michigan Deal Doesn’t Pan Out

Despite a flurry of partnerships designed to promote the brand, not all have succeeded, although Peloton plans to continue exploring other avenues to “ignite growth.”

Touching on one lackluster deal, McCarthy admitted that the premium co-branded Bike experiment with the University of Michigan didn’t deliver.

“Notwithstanding the football team’s success winning the national championship, we sold substantially fewer Bikes to alumni and boosters than we expected,” he wrote. “So instead of launching additional co-branded bikes in school colors, we will end-of-life this hardware initiative.”

McCarthy was also critical of the member service area of Peloton, admitting that the past holiday season was “particularly taxing” for members. Peloton notably had technical issues with its Thanksgiving Day live ride that prevented many members from partaking in the event.

“The member support experience has tarnished our brand, and we simply must do better,” McCarthy wrote. “The team is currently in the middle of a reboot. New leadership. New systems. New third party vendors. New training. New staff. I’m confident we’re on the right path this time.”

Bright Spots for Peloton

As for its wins and areas that show promise, Peloton reported strong sales growth as a result of its third-party retail deal with Dick’s and Amazon and its Bike rental model.

“We’re forecasting more than 100% Y/Y revenue growth for FY24,” McCarthy wrote. “The underlying economics continue to be attractive, given the current churn and buyout rates for Bike and Bike+.”

He noted that the Bike rental program is attracting more diverse, female, and younger consumers than just six months ago and that Peloton will test the model in new areas, such as corporate wellness, later this fiscal year. 

There is also high demand for Tread+, which began taking orders in December 2023 for delivery in Q3. Demand has been “significantly stronger” than expected, with a ripple effect of consumers becoming interested in Peloton’s entry-level Tread — which outperformed sales expectations last quarter.

Stating that the treadmill market is roughly 2x larger than the stationary bike market, McCarthy wrote the “newly found momentum” in the treadmill space is “good news” for Peloton’s future growth.

High-Profile Partnerships

As for Peloton’s newer partnership with Lululemon, McCarthy says to expect a “broader assortment” of co-branded merchandise for both members and non-members. He also indicated that he’s excited to see what comes with Peloton’s collaboration with TikTok, which gives Peloton a dedicated and co-branded space to target the app’s users, 60% of whom are Gen Z, with its fitness content 

The connected fitness company’s disappointing Q2 results could further fuel Deepwater Asset Management’s 2024 prediction that Apple may look to buy Peloton to grow its Fitness+ subscriber base, although many are skeptical that a deal will take place.

The post Peloton Stock Drops as CEO Laments Failed College Strategy appeared first on Athletech News.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

CityRow has been acquired by rower maker WaterRower, representing another step in what may be a gradual consolidation of the connected fitness market.

The two companies are familiar with one another, with the Rhode Island-based WaterRower serving as a manufacturing partner for CityRow, which boasts an omnichannel model with at-home rowers, digital content and in-person studios. 

The terms of the deal have not been disclosed.

CityRow founder and CEO Helaine Knapp confirmed the news on LinkedIn, writing: 

“As of this morning, CityRow has been acquired by our longstanding strategic partner WaterRower! This milestone comes almost 10 (!) years to the day since we opened our first studio in NYC. WaterRower has been our backer, partner, and steady manufacturer since our inception. I could not be happier with this new phase for CityRow – there is no better place for this brand, our clients, and our team than under their stewardship.”

In a call to Bloomberg, Knapp noted that the pandemic had a “crazy impact on connected fitness” and described this stage as a “phrase of recalibration,” underscoring that this is the ideal time for such a deal. 

Boston-based connected fitness rowing brand Hydrow was rumored to be mulling acquiring CityRow last fall.

In a letter to CityRow members that has circulated online, Knapp acknowledged the deal, writing that WaterRower will have a “direct role” in CityRow’s operations. She assured that new classes and content are coming next month and that members will still have access to the CityRow app and features, with WaterRower continuing to support and service CityRow equipment.

A New World for Connected Fitness

CityRow secured a $12 million funding round in 2021 to bolster its company-owned and franchise studio model. It was smooth sailing at the time, with the connected rowing company reporting a 375% revenue growth due to the sales of its rowing machines, monthly subscriptions and franchise sales amid the pandemic.

Amid post-pandemic challenges driven by the return of in-person fitness, two other notable acquisitions and power collaborations have occurred in the connected fitness realm in recent months — Lululemon threw in the towel on its connected fitness Mirror ambitions, instead teaming up with Peloton for a five-year content deal, while Clmbr was acquired by smart home gym maker Forme last October following the closure of Clmbr’s Los Angeles fitness studio and layoffs.

The State of Rowing

While connected rowing hasn’t yet soared into the mainstream quite like stationary bikes and treadmills have, the modality has developed its own subset of dedicated enthusiasts. 

Celeb-backed Hydrow beefed up its C-suite late last year to accelerate its growth. The connected at-home rowing company closed out 2023 on the red carpet, teaming up with the George Clooney-directed film, “The Boys in the Boat,” to deliver themed rowing workouts for its members.

Game-based in-home rowing brand Ergatta (made in partnership with WaterRower) continues to churn out advancements to the rowing experience, recently launching “Coach AI” software to give rowers personalized assessments and recommendations. The rowing brand also announced an integration with Apple Watch last year. 

However, Peloton CEO Barry McCarthy indicated to investors last year that consumer awareness for the connected fitness brand’s rower had been low, despite favorable reviews. 

The post WaterRower Acquires CityRow in Connected Fitness Consolidation appeared first on Athletech News.

Peloton has sold its spacious Peloton Output Park (POP) facility and land in Ohio to First Solar for a cool $33 million.

The commercial real estate transaction closed on January 11, according to Wood County records. Ohio Governor Mike DeWine alluded to the transaction in an interview with The Blade as he discussed the economic future of the state’s northwest region. 

Peloton announced its Output Park endeavors in 2021, stating that the 1.2 million-square-foot space would serve as its first U.S. equipment factory, with plans to open in 2023. John Foley, Peloton co-founder and its CEO at the time, had said that the Peloton Output Park would give the connected fitness company a “massive strategic lever” to scale its Bike and Tread equipment. By 2022, and coinciding with the departure of Foley, Peloton stated it would wind down its Output Park plan.

Peloton is scheduled to release its second quarter fiscal 2024 results on February 1, 2024, marking CEO Barry McCarthy’s second anniversary as leader of the connected fitness company.

While it’s likely that Peloton will reference Output Park’s sale on its upcoming earnings call, the fitness company will also likely highlight its new Gen Z-focused content deal with TikTok, provide an update on its paid subscribers numbers and B2B deals, and discuss its ongoing international push. 

As Peloton continues to rebound from post-COVID challenges, speculation is swirling that tech giant Apple could make a play for Peloton to position its Apple Fitness+ as a connected fitness dominator.

Industry predictions and rumors are commonplace, but the possibility of an Apple-Peloton deal comes with weight, as Deepwater Asset Management has listed the potential deal on its list of 2024 predictions. The firm correctly predicted nearly all of its ten predictions for 2023. However, many, including Apple insiders, are skeptical of a deal.

The post Peloton Offloads Output Park Factory in $33M Deal appeared first on Athletech News.

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.

“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.”

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.

The post Engagement Through Enthrallment: The Key to Acquiring (and Keeping) Members appeared first on Athletech News.

Predictions that Apple will buy Peloton are on the rise, a deal that could upend the entire fitness industry. Deepwater Asset Management included the deal on its list of 2024 predictions. The firm, founded in 2017 by Gene Munster, correctly predicted Apple’s explosive success years before the iPhone and its launch of Apple TV six years before its announcement.  In 2023, the firm correctly predicted almost all of its 10 predictions, including that Apple would unveil its mixed-reality (MR) headset later that year.

Peloton, a connected fitness giant, has over 2 million subscribers and a community of nearly 7 million members. While Apple has remained tight-lipped about the number of Fitness+ subscribers, many believe the newer service has a smaller market share than many other big players. A deal for Peloton would propel Fitness+ into becoming one of the largest connected fitness services globally. 

Reasons To Believe

Apple has long been dedicated to health and wellness, with Apple Watch revenues likely close to $20 billion According to recent estimates. In 2019, CEO Tim Cook stated, “I do think, looking back, in the future, you will (hear): Apple’s most important contribution to mankind has been in health.”

Peloton’s services would dovetail well with Fitness+, adding live classes to Apple’s pre-recorded videos, and absorbing Peloton’s subscribers could add more than $1.5 billion to Apple’s subscription revenue. Peloton currently runs on Android, but switching its systems over to iOS would likely not be a difficult transition. 

Reasons for Skepticism

However, some experts, like William Gallagher at Apple Insider, note many factors weighing against the potential deal. Apple might not want to take on the potential liability from Peloton’s lawsuits regarding fatal treadmill accidents, or pay the deal’s steep potential cost, which could be as high as $9 billion. That amount would be more than three times any other acquisition that Apple has made after the tech giant paid $3 billion in 2014 to acquire headphone maker Beats.

After Peloton’s recent struggles, some analysts doubt that Apple would want to make such a deal. 

Not the First Apple-Peloton Rumors

In 2022, Apple was rumored to be a potential buyer of Peloton amid the connected fitness company’s financial difficulties after the resurgence of in-person workouts post-pandemic. Peloton recently unveiled a major rebrand, designed to broaden its fitness content offerings while attracting “more male, Gen Z, Black, and Latin X groups than before the relaunch,” CEO Barry McCarthy stated.

As part of its new strategy, Peloton has inked new partnerships with Lululemon, Liverpool Football Club, the University of Michigan, New York Road Runners, and the NBA and WNBA. The Apple acquisition could usher in a new era of growth and a new chapter for the connected fitness company. 

Apple, meanwhile, made major fitness moves in 2023, like the launch of Apple Watch Ultra 2, which has the brightest display yet and a new watch face that shows data like altitude, depth or seconds along its outermost edges. The company partnered with Anytime Fitness and Gympass to offer free memberships to users, demonstrating the tech giant’s commitment to expanding its audience for Fitness+. Anytime Fitness has over 5,000 locations in more than 50 countries, while Gympass has over 15,000 corporate clients with more than two million employees globally.

Earlier this week, Apple Fitness+ also added new strength workouts for golfers and new “Time to Walk” episodes featuring celebrities like Al Roker and Common, among other content additions to celebrate the new year. 

The post Apple-Peloton Deal Rumors Gain Traction but Hurdles Remain appeared first on Athletech News.

This article is part of ATN’s DISRUPT 2023 video series, which features key conversations with executives from the most successful brands in fitness and wellness. To watch more videos, click here

Centr, the fitness and wellness platform founded by Chris Hemsworth, has been on a tear recently, releasing new products, creating content and forging strategic partnerships with other leading brands.

The burst of activity is part of CEO Andrew Sugerman’s ambitious plan to turn the platform into what he calls a holistic health and wellness “ecosystem,” a place where consumers can go to not only get workout routines, meal plans and mediation content, but also buy strength-training equipment and other fitness products. 

Sugerman sat down with Athletech News during DISRUPT 2023 to discuss his first 12-plus months on the job, his vision for Centr, and the perks of having Hemsworth as the face of the brand. 

More Than a Fitness App

Sugerman took over as Centr’s CEO in September 2022 with a clear goal in mind: make Centr more than just a fitness app.

“The vision was to establish Centr as a highly trusted lifestyle brand in the wellness category where we bring together the latest research, content, digital tools (and) physical products, all to help users, our audience and consumers on their wellness journey,” Sugerman says.

To bring Sugerman’s vision for the brand to fruition, Centr has focused on creating both content and equipment to bridge the gap between the physical and digital worlds.

On the content side, Centr continues to produce fitness and wellness videos featuring Hemsworth and expert coaches, covering everything from workout programs to healthy recipes to meditation routines. Centr’s content is built on the three Ms: meals, mind and movement, Sugerman noted.

“It’s really the holistic element of how these three pieces work together, and then we’re wrapping that with an element of motivation,” he said. “What is it that actually drives you every day when you wake up to want to care about meals, movement and mind?”

At the same time, Centr also recently entered the fitness equipment space, leveraging its close relationship with Inspire Fitness to launch new strength training products. Consumers can now buy Centr-branded home-gym products at Walmart, and the company recently inked a deal with Hyrox to provide competition-level equipment for hardcore athletes. Expect to see more Centr products hit the market soon.

“We’ve got a lot of new things we’ll be announcing over the coming probably three to six months,” Sugerman said during the conversation, which was filmed in late September. “So it’s just the start.”

Not a Connected Fitness Company

Combining equipment and content may seem like old hat in the fitness world, but Centr is doing things a bit differently than its competitors, according to Sugerman.

“We don’t really view (ourselves) as a connected fitness company,” the Centr CEO said.

Sugerman says that unlike connected fitness companies that operate on a “closed-loop” – you have to buy a digital subscription to use the hardware and vice-versa – Centr takes an “open” approach where consumers can use the brand’s equipment and content independently of one another, or they can combine the two. 

“We really want to create a ‘connected ecosystem’ where we don’t require one thing to drive the other,” Sugerman says. “If you want to buy some of our products and not tap into the digital side we’re offering, that’s your choice. We want to enable options and accessibility.”

The Hemsworth Effect

Sugerman also touched on what it’s like to have Hemsworth as the founder and face of the Centr brand, saying he’s the “perfect person to have associated with a company like ours.”

Contrary to what some might assume, Hemsworth isn’t the normal uninvolved celebrity just lending his name and star power to a brand in return for cash or clout.

“Chris is not an endorser of the brand, he is the brand,” Sugerman says. “He really lives our mission. He throws himself into the latest research and insights. … He’s constantly looking at how to be on the front edge of longevity, the front edge of trends in the world of fitness and nutrition.”

According to Sugerman, Hemsworth founded Centr to create a platform where everyday people could receive the same expert-level fitness, nutrition and mental coaching he had access to as a Hollywood actor.

As Centr looks to make good on Hemsworth’s initial vision, the brand will lean into personalization. The goal is to find ways of turning Centr into the ultimate “interactive coach” for users on their fitness and wellness journeys, Sugerman says.

“It’s really back to that notion of, ‘How do we bring the expert perspectives that Chris experiences and bring that to bear for consumers, regardless of their socioeconomic position,’” he says.

The post Centr CEO on Building a Fitness & Wellness ‘Ecosystem’ appeared first on Athletech News.

Fitness and wellness are growing priorities for many. According to Lululemon’s 2023 Global Wellbeing Report, 67% of people place wellbeing as a top priority, but only 12% say their wellbeing is where it should be. Looking back at 2023 and toward 2024, how will consumers try to narrow the gap between their fitness goals and their current reality?

Consumers’ affinity for connected fitness remains an open question, although virtual reality seems to have carved out a niche for those who desire gamified workouts. Wearables continue to advance, but are they innovating too fast? Strength is seemingly here to stay, with Pilates and functional training more popular than ever. And how will the rise of weight loss drugs impact the traditional fitness industry? While the future of fitness and wellness is uncertain, one thing is for sure: the industry is unlikely to show any signs of slowing down in 2024.    

To get you ready for a new year, Athletech News previews the top fitness and wellness trends to watch in 2024:

• 

  Can Connected Fitness Rebound?

  Connected fitness has been slow to recover from the post-pandemic surge in popularity of in-person workouts. Lululemon stopped selling Mirror, its connected fitness unit, at the end of 2023. It even struck a five-year deal with Peloton to provide fitness content for Lululemon Studio, which is replacing Mirror, as well as create co-branded apparel. The two companies also hosted a series of in-person events, demonstrating a collaboration between the one-time competitors. Earnings showed that Lululemon’s previous $500 million acquisition of Mirror was nearly worthless. Mirror’s downfall might be reflective of the current state of connected fitness. 

  Peloton, meanwhile, continues to cite hope for a turnaround. It recently rebranded to a more content-focused model, and offered extensive holiday deals in November to drive sales, including up to $700 off of Peloton purchases. The company is facing difficulties converting free app users into paying subscribers, which has led to wider-than-expected losses. Peloton is hoping to boost revenue with high-profile partnerships and the relaunch of Tread+, but the company has cited concerns that inflation-weary consumers will hesitate to invest in its expensive hardware.

  Connected fitness companies that focused on premium hardware as opposed to virtual programming have also been struggling, such as Tonal and Hydrow, each of which began 2023 with layoffs. Even Clmbr, the LeBron James and Jay-Z-backed vertical climber maker, laid off around 25% of its staff earlier this year before being acquired by Forme.

• 

  Will In-Person Fitness Continue To Grow?

  While connected fitness struggles, in-person is back and better than ever. IHRSA’s 2023 Global Report cited a resurgence of consumers connecting and engaging during in-person workouts. Today, boutique fitness accounts for 42% of all gym memberships. The report also cited high-value, low-price and luxury fitness facilities gaining the most over 2023.

  Planet Fitness continues to win big with Gen Z: Morning Consult named the brand on a list of top ten leading companies that young consumers are eyeing. The fitness franchise has an active presence on social media platforms, and its “Classic Membership” is just $10 a month, a price that hasn’t been raised in 30 years, although the brand is considering a slight increase. Crunch Fitness is also expanding rapidly. The New York-based franchise brand currently has over two million members and operates over 450 gyms worldwide. CR Fitness, the top Crunch Franchisee, plans to build 15-20 fitness clubs per year, growth that has led to over 1,000 employment opportunities. 

• 

  What’s Next for Weight Loss Drugs?

  GLP-1 weight-loss drugs have also taken the fitness and wellness world by storm this year. Barclays has estimated that the industry could be worth $100 billion by 2030 and perhaps even $200 billion within the next ten years. WeightWatchers notably pivoted from its points system and weight-loss meetings to offering access to weight loss and diabetes drugs. Food companies have noticed declining sales and have scrambled to shift their strategic focus. Nestlé has created new vitamin and mineral-packed products for those on appetite suppressants. 

  The fitness industry has been eager to welcome GLP-1 users: Life Time launched the Miora Longevity and Performance clinic at its flagship Target Center health club in downtown Minneapolis. The clinic offers doctors, physician assistants, nurses and personal trainers in addition to weight loss drugs and non-invasive therapies like red light therapy, hormone replacement therapy, and infrared saunas. Xponential Fitness has also leaned into the weight loss medication sector, acquiring Lindora, a metabolic health clinic.

• 

  Will Strength Training Continue To Surge?

  According to MindBody’s 2024 fitness trend report, the top three workouts of 2023 were Pilates, yoga, and strength training. Strength training in particular is growing in popularity with Gen Z. Les Mills partnered with Adidas earlier this year on a strength-focused workout to target younger consumers. The launch of Nike Strength, a collection of strength training equipment for elite and everyday athletes, also demonstrates the growth of the category. Pure Barre launched Define, a low-impact fitness class that incorporates heavier weights than those used by most boutique fitness brands. CorePower Yoga’s most recent class addition was Strength X, a high-intensity strength training class that incorporates traditional yoga poses with targeted resistance exercises. Orangetheory Fitness, known for its cardio workouts, has also gotten into the strength training craze.

  At 2023’s IHRSA Convention in San Diego, Fabrizio Cecchinelli, format manager at Technogym, cited two main reasons for strength training’s surge in popularity: social media and science. Strength training’s photogenic nature makes for aesthetically pleasing posts. The science behind strength training has also propelled workouts, as a search on PubMed, the National Institute of Health’s database of biotechnology information, revealed that in the last decade, the number of searches for scientific information related to the benefits of strength training increased almost fourfold.

• 

  Can Fitness Wearables Bridge the Healthcare Gap?

  Wearables continued to evolve in 2023 as consumers using the devices for reaching various fitness goals are increasingly using wearables to generally monitor their health. New hardware, software, and apps have allowed turned wearables into customizable health clinics. Heart rate monitors are standard on many wearables, and some even have FDA approval for detecting abnormalities like atrial fibrillation. Whoop offers a feature called Health Monitor which provides a daily update on all user metrics. Members can send this report as a PDF directly to a doctor or medical professional. Devices have also gotten more social. Oura launched Circles earlier this year, where members can share high-level data like “Readiness,” “Sleep,” and “Activity” scores with friends and family members. Apple Watch also allows users to share their activity with family, friends or coaches.

  Strength training has also become more prominent in the wearables market. Whoop became the first fitness wearable to measure strength earlier this year. It now allows users to measure strain during strength workouts by tracking weights, reps and sets for a personalized view of their training. Oura also launched a co-branded Rest & Recovery kit with Equinox that featured a specially designed ring cover for weight training and strenuous workouts. The innovation addressed users’ concerns about the Oura ring being less compatible with barbell training. 

• 

  Will VR Fitness Take Off?

  While connected fitness has waned, virtual reality (VR) fitness is a fairly nascent field, but one that’s becoming more prominent in the industry. Les Mills is investing in the space, with its recent launch of XR Dance and Bodycombat. Xponential Fitness has created Xponential+, a new virtual and mixed-reality app for Meta Quest 3 that allows users to essentially take boutique fitness classes in their living room.

  On the athleisure front. Alo Yoga teamed up with Obsess, the experiential e-commerce platform, to launch an immersive virtual reality shopping experience. But it hasn’t been all fun and games—Meta was sued earlier this fall by Andre Elijah Immersive Inc (AEI), a self-proclaimed new entrant to the VR fitness space which alleged that it developed a fitness yoga app with Meta and Alo before the relationship soured. Most of the lawsuit alleges that Meta has a vertical monopoly on the VR fitness space, and colluded with Alo to keep AEI out of the market. Despite some setbacks, Meta is still leaning into the health and fitness space, believing in the power of virtual reality to make workouts fun and engaging. 

The post The Fitness & Wellness Trends To Watch in 2024 appeared first on Athletech News.

Tonal, the smart home gym company, is hoping to lure in disenchanted Lululemon Studio members with a trade-in opportunity just as the athleisure company officially decommissions its connected fitness Mirror. 

The at-home gym brand launches the program on December 19th.

The savvy move aims to do more than replace the Mirror with a Tonal, but continue the sense of fitness community that Lululemon Studios cultivated, with former Mirror coach Lance Parker joining Tonal as a guest coach. Tonal teases that another Lululemon Studio favorite is also coming on board in the new year, but their identity is under wraps for now.

Qualifying consumers receive $250 off the purchase of a Certified Refurbished Tonal Trainer, the first 12 months of a Tonal membership for free ($719 in savings) plus the removal of a Mirror from their home for no additional cost. 

Lululemon Leaves Connected Fitness

Lululemon may be uber-successful at athleisure, but its connected fitness Mirror proved to be a $500 million misfire. 

In September, the company announced it would discontinue the connected fitness device before the end of the year and teamed with Peloton in a strategic five-year global partnership that saw the connected fitness company create exclusive digital fitness content for Lululemon Studio starting in 2024.

Tonal Embraces Hardware, AI

Tonal, meanwhile, has made key moves in the at-home fitness market. under the leadership of new CEO Krystal Zell, who took the reins in April at the same time as a fresh injection of $130 million in funding,

The company is actively using AI, with plans to leverage its capabilities for user personalization regarding suggested weights, dynamic weight modes and personalized content recommendations. As Zell told Athletech News in an exclusive interview, Tonal has five years’ worth of complete data collection on weight training that drives insight and workout design.

“We are very much focused on taking this incredible data set that we have, but making it useful for our members,” Zell said, adding that the data is anonymized. “It’s not about technology for the sake of technology. It’s all about how we can use this data to get our members better workouts with more results.”

The smart home gym company also expanded its in-store Nordstrom retail footprint this holiday season by selling Tonal and accessories on BestBuy.com to reach a wider audience. In another move this season, Tonal partnered with Extend to offer product production on its AI-powered strength trainer to enhance the consumer experience. 

Learn more about the Tonal trade-in program here.

The post Tonal Rolls Out Lululemon Mirror Trade-in Program appeared first on Athletech News.

Asensei, a tech company specializing in technique coaching and skill-based learning for sports and fitness brands, has introduced Cloud Coach to enhance the capabilities of sports and fitness videos and bring advanced solutions for connected fitness companies.

The Cloud Coach leverages Asensei’s software development kit (SDK), which debuted an extended reality (XR) extension this year.

While Asensei has laid the groundwork for fitness and health developers to bring virtual (VR) and augmented reality (AR) experiences to consumers, its latest tool looks to tackle fitness and sports footage with leading methods — and create new opportunities.

Connected Fitness Solution

Cloud Coach offers an easy solution for quickly processing video uploads, effortlessly managing multiple feeds from several cameras on a game field or court, with the ability to splice footage to remove extraneous content. The new Cloud Coach can generate real-time data insights for sports broadcasts, but can also be highly useful in a connected fitness context.

Asensei’s movement recognition processor can detect multiple movements in video footage at unspecified times. Connected fitness companies can use Cloud Coach to analyze videos, annotating them with metadata that indicate which specific exercise is being performed and timestamps when the exercises start and stop, which can power form-tracking and rep-count solutions. This is especially helpful for connected fitness brands with large content libraries.

For fitness or sports activities that don’t require real-time feedback, the Cloud Coach can provide mid-practice or post-practice analysis, providing coaching insights to players or coaches after a simple video upload. A training journal capability is also available, where users can upload videos to receive comprehensive post-workout feedback on performance and progress.

Asensei allows connected fitness companies to pilot its capabilities without integrating the software kit by uploading video to its Computer Vision Processor Input for post-workout analysis.

Fitness Brands Tap Asensei

The tech company recently partnered with Centr, the health and wellness platform founded by actor Chris Hemsworth, to create artificial intelligence-driven connected fitness experiences using computer vision that recognizes human movement. Asensei’s technology will help develop a new product for the health and wellness platform.

Asensei’s movement-capturing, VR/AR and connected fitness innovations have also attracted other fitness clients such as Vertimax, PowerBlock, Litesport, Fittar, Bhout and Alter. 

The post Asensei Adds Cloud Coach, A Potent Tech Tool for Connected Fitness appeared first on Athletech News.

Peloton has named Lauren Weinberg as its new chief marketing officer following the upcoming departure of current CMO Leslie Berland, who oversaw the connected fitness company’s rebrand, which was first announced back in May.

Joining Peloton’s C-suite and based in New York City, Weinberg will report directly to CEO Barry McCarthy and will lead Peloton’s brand and product marketing, growth marketing, creative, consumer insights, membership and global communications. 

McCarthy points to Weinberg’s growth-first mindset and focused approach to scalability as assets to the newly rebranded connected fitness company.

“She thrives on understanding both the art and science of effective and impactful marketing strategies for companies, to build awareness and engagement, identify new audiences, and drive customer conversion, all ambitions key to the Peloton growth strategy,” McCarthy said of the new CMO, who joins the fitness brand from Intuit where she served as senior vice president, chief marketing and revenue officer, for Quickbooks.

CMO Star Power

Before Intuit, Weinberg led global marketing and communications as Square’s chief marketing officer and held marketing roles at Yahoo, MTV and AOL. As a seasoned marketing professional, she’s been featured on Forbes’ “50 Most Entrepreneurial CMOs” list, Adweek’s “Top 18 CMOs” and Brand Innovators’ “Top Women in Marketing.” 

“I am thrilled to be joining the incredible Peloton team to continue building on the momentum of the brand’s transformation,” said Weinberg. “As an active member of the Peloton community, I am a huge believer in the impact the brand, product, and community have with millions of consumers. I am beyond excited to get started, and I see great potential ahead for the company.”

Peloton’s Rebranding Efforts

Although Peloton’s major rebrand and freemium app model haven’t converted as many free users into paying members as the company initially hoped, Peloton’s CEO sees a positive, with the brand maintaining its core user base while inviting in male, Gen Z, Black, and Latinx consumers as both free and paying members.

While McCarthy has said before that he views Peloton’s app as the path to the promised land, rather than its hardware sales, the connected fitness company has also shown promise with several new strategic partnerships, including Lululemon, Liverpool Football Club, the University of Michigan, New York Road Runners and the NBA and WNBA.

The fitness brand is also betting on the success of its international push and entrance into Austria, its fifth overseas market.

Earlier this fall, Peloton chief financial officer Liz Coddington indicated at a Goldman Sachs conference that the company is eyeing additional markets in Europe in 2024.

The post Peloton Hires New CMO Amid Rebrand Efforts appeared first on Athletech News.

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

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

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

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

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

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

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

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

The post iFit Plans AI Coach, Touts Tech in New Brand Campaigns appeared first on Athletech News.

Eight months after a total company rebrand that welcomed new fitness enthusiasts across a variety of demographics, Peloton has released ‘The Peloton Report: A Fitness Journey,’ which unearths what motivates (and hinders) progress, how consumers pursue fitness, what they hope to achieve, and how they use tech on their fitness journey.

Peloton has seen both a rise and fall in recent years, but has continued to endure as the brand that put connected fitness on the map. This year, Peloton fully embraced change as a way to chart a new course, reintroducing its brand with a vision of “anyone, anywhere” fitness that shifted its focus away from hardware and towards its app, inviting everyone to access free fitness content across a variety of modalities.

The revamp occurred this past May, five months after Leslie Berland took over as Peloton’s chief marketing officer. Now, Berland is moving on — leaving her role at Peloton later this month for Verizon. 

Under her brief tutelage, Peloton rebranded to become more than a fitness hardware company, leaning into its digital app offerings. At the same time, the brand’s marketing approach morphed from targeting high-income earners in the suburbs to a more inclusive strategy, as seen with its 2023 holiday campaign ad. Peloton also made headway with strategic partnerships, such as Lululemon, Liverpool Football Club, the University of Michigan, New York Road Runners and the NBA and WNBA.

Although the free app tier hasn’t fully hit the mark as far as converting free users into paying subscribers as Peloton initially hoped, CEO Barry McCarthy still deems the strategy a success, noting that Peloton has pulled off somewhat of a feat:  continuing to resonate with its core consumers while attracting more male, Gen Z, Black, and Latinx consumers that joined Peloton as both free and paying members.

Peloton’s study consists of data from a U.S.-based online survey taken from Aug. 31 to Sept. 13, 2023, and reveals some key findings regarding the fitness company’s newest users — and offers a glimpse into the minds of Gen Z fitness consumers. 

Here are some key insights from “The Peloton Report: A Fitness Journey”: 

• Men are more than twice as likely than women to increase their exercise frequency to boost their libido.

• Over two-thirds (66%) of Gen Z reveal that mental factors cause them to increase their exercise, which is more than Gen X (49%) and a quarter more than baby boomers (40%). However, it’s important to note that 79% of Gen Z are more likely to face challenges related to mental factors when trying to engage in fitness (as opposed to 64% of Gen X and 65% of Baby boomers.)

• 56% of Gen Z prefer to work out in a gym or health club setting, eager to be around others.

• Younger generations of fitness consumers are more than two times more likely than Baby boomers to want apps that offer access to fitness instructors to enrich their workout experience.

• 89% of Black/African Americans and 90% of Hispanic/Latinx say they are motivated by the promise of better physical health, and 94% of the Black/African American and 95% Hispanic/Latinx populations say they are motivated by the promise of better mental health. 

• While Peloton acknowledges in its report that the fitness industry has work to do, the study revealed 88% of Black/African Americans, 88% of Hispanic/Latinx, and 91% of white Americans believe it is “on par or getting more inclusive.”

• Overall, Peloton found that 68% of the general population believe “people with my background have a positive relationship with fitness” — a statement it found was true across genders, with 72% of men and 64% of women, and races, with 75% of Black/African American respondents, 68% of Hispanic/Latinx respondents, and 66% of white respondents.

• Inclusion is on the minds of fitness consumers, with nearly six in 10 respondents (58%) believing fitness companies and brands have a responsibility to address barriers to inclusiveness. 

• 65% of respondents say fitness brands and companies are listening to and taking into account the opinions and needs of their group, with younger generations agreeing more (Gen Z: 71%, Millennials: 78%) than older generations (Gen X: 62%, Baby boomers: 50%).

Download ‘The Peloton Report: A Fitness Journey’ in full here.

The post Peloton Unveils Key Insights on Gen Z, Inclusivity in Fitness appeared first on Athletech News.

Aviron is making waves with the introduction of its newest connected rowing model: the lower-priced Aviron StrongGo, along with a retail expansion into Amazon, Best Buy and Dick’s Sporting Goods.

With a growing community of over 50,000 active profiles, Aviron offers a variety of original content in the connected fitness space. Members can customize their rowing experience with live competitions, multiplayer and solo games, scenic rowing, instructor-led classes, guided interval training and more. Its interactive screen, which displays high-quality visuals and gaming psychology, fosters consumer engagement. Founded in 2018, Aviron, is a Y-Combinator company and boasts backing from entities including Stripes and Samsung Next, and the co-founder of Oculus.

With a starting price of $1,199, Aviron says the new StrongGo is the most affordable connected rower on the market.

“Aviron’s mission is clear: bring fitness entertainment to people worldwide. Over the past year, we’ve made significant strides by lowering the price point of our rowers,” said Andy Hoang, Aviron’s Founder and CEO. “We firmly believe that fitness should be both enjoyable and accessible, and the StrongGo is an exciting milestone that speaks directly to our guiding principles.”

Aviron is committed to optimizing fitness entertainment. The StrongGo is equipped with an auto-adjusting tablet holder for seamless integration with iOS devices, Bluetooth connectivity, and resistance buttons. The rower is also committed to inclusivity, boasting an accessible seat and a frame height that caters to users of all fitness levels, as well as patented foot width adjustments. 

“By lowering the barrier to entry, we propel more people to embark on a life-changing fitness journey,” Hoang said. “By creating fun and immersive content, we continue to carve the fitness entertainment category, creating community and deeply engaging our members along the way.”

In addition to the direct-to-consumer launch, Aviron has expanded its product reach through three new online retail partners: Amazon, Best Buy and Dick’s Sporting Goods. This strategic move not only increases brand visibility but also enhances accessibility to Aviron’s fitness solutions.

As connected fitness navigates changing tides post-pandemic, Aviron has reported a 50% year-over-year increase in top-line revenue in the first half of the 2023 fiscal year. It also continues to grow headcount. The launch of StrongGo and the brand’s retail expansion show that the brand could just be getting started. 

The post Aviron Embraces ‘Fitness Entertainment’ With Affordable Connected Rower appeared first on Athletech News.

The most devoted fitness enthusiasts opt to get moving on Thanksgiving morning, and Peloton members showed up in full force for the connected fitness company’s annual 2023 Turkey Burn classes — only to find they couldn’t join Peloton instructor Robin Arzon’s holiday ride for the first 20 minutes of the live class. 

Despite the outage, Peloton earned some bragging rights for setting Guinness World records for the largest cycling and running classes. It was a feat Peloton hoped to pull off, as it heavily promoted the Turkey Burn event to its members, offering a special badge for those who beat their personal record.

While the issue was resolved within 20 minutes for some, many Peloton members had logged off already and others experienced an ongoing outage. 

The Turkey Burn blunder led Peloton CEO Barry McCarthy to issue an apology in an official Peloton community group on Facebook, saying that while the connected fitness company had intended to create an “amazing” ride event, it had let members down. 

McCarthy acknowledged that the number of Peloton members who attempted to join the Turkey Burn ride “overwhelmed” Peloton’s technical infrastructure, making Peloton unable to support those trying to participate in the annual class.

“While over 37,000 members were able to participate, we know far too many of you could not,” penned McCarthy. “I know for many of you, this has become an annual tradition, and we owe you the best possible member experience. On behalf of the team, we apologize.”

Although many Peloton members accepted the apology, others were less than understanding and indicated that the outage wasn’t a one-off but a chronic issue. 

“The thing that is truly so sad and disappointing about this is that much of the membership called it many weeks ago regarding the IT infrastructure simply not being able to support the goal being promoted. If we knew it, how is it even remotely possible that Peloton didn’t?” wrote one disgruntled Peloton member under McCarthy’s apology post. 

Still, others were able to shake off the disappointment.

“I was a bit sad but did an outdoor walk instead,” shared one member. “No reason to stress out about something like that when we have so much to be thankful for!”

Peloton, which recently announced a five-year global partnership with athleisure giant Lululemon, has been struggling to convert free users into paid subscribers.

The company ended Q1 2024 with 2.96 million paid connected fitness subscribers, reflecting a net reduction of 33,000 in the quarter and 763,000 paid app subscribers, showing a net reduction of 65,000.

While the early results have been lackluster, McCarthy revealed that Peloton’s new marketing strategy focusing on its paid app has shown some promise, writing in his recent letter to shareholders that the company is “making a large bet on growing Peloton App subscribers in FY24.”

The post Peloton CEO Apologizes for Thanksgiving Ride Issues appeared first on Athletech News.