TRX Training announced a new partnership with the Navy SEAL Foundation, a non-profit organization dedicated to providing vital support to the Naval Special Warfare (NSW) community and their families.

In 2023, TRX initiated a $2 million gear donation to the Navy SEAL Foundation and will continue to support the organization through offerings like exclusive discounts on products. 

“We are honored to partner with the Navy SEAL Foundation and support the courageous men and women who serve in the Naval Special Warfare community,” said Jack Daly, CEO of TRX. “Our company has deep roots in the military, and we are committed to giving back to those who have sacrificed so much for our country.”

The Navy SEAL Foundation provides a comprehensive set of over thirty programs to warriors, veterans and families of Naval Special Warfare (NSW). The programs are under the five Pillars of Support: Strength, Resilience, Health, Education, and Community. Programs help members reduce stressors, address tragedy and aid with recovery, enhance physical and mental wellness, and provide scholarships and development opportunities.

“We are grateful for TRX’s generous support and commitment to the NSW community,” said Robin King, CEO of the Navy SEAL Foundation. “Jack and Metka Daly have been long-time supporters of the Navy SEAL Foundation and with TRX’s place in the community it highlights the utmost dedication and distinction of the brand for both active and veteran service members.”

TRX’s support of the U.S. military extends beyond philanthropy. The company, founded by former Navy SEAL Randy Hetrick, has a history of providing training equipment to all branches of the military. Because the brand’s functional training products are portable and versatile, they’re ideal for helping military personnel stay in shape on the go. 

The post TRX Deepens Commitment to Navy SEAL Foundation appeared first on Athletech News.

At-home fitness equipment manufacturer BowFlex has filed for Chapter 11 bankruptcy, agreeing to a deal that could see Matrix parent company Johnson Health Tech Retail acquire it for $37.5 million.

Johnson Health Tech will operate as BowFlex’s stalking horse bidder, allowing them to acquire all company assets at the close of the transaction, less closing adjustment amounts for accounts receivable, inventory and certain transfer taxes. Other interested parties will have the chance to submit competing offers, but if none beat the $37.5 million price already agreed upon by BowFlex and Johnson, the sale will go through. 

Subject to court approval, BowFlex will also receive $25 million of debtor-in-possession financing from SLR Credit Solutions and its affiliates. Those funds will enable BowFlex to continue its normal operations and meet its financial obligations to employees, vendors and its continued provision of customer orders during the bankruptcy proceedings and while executing the sale process.

“For decades, BowFlex has empowered healthier living and enabled consumers to reach their fitness goals with our innovative home fitness products and individualized connected fitness experiences,” said Jim Barr, BowFlex CEO. “As a result of the post-pandemic environment and persistent macroeconomic headwinds, we conducted a comprehensive strategic review and determined this was the best path forward for our company. We are fortified by the potential partnership with Johnson Health Tech and encouraged by the multiple parties that have indicated an interest in bidding for our company. Our goal is to maximize value for our stakeholders through this process.”

At-Home Fitness Struggles

BowFlex isn’t the only at-home fitness supplier struggling out of the pandemic gates. Peloton has repeatedly seen share prices drop, including a 23% dip last month after lowering its full-year 2024 revenue forecast.

Still, the writing has been on the wall for BowFlex for some time now. In December, the company received a notice from the New York Stock Exchange (NYSE) alerting them of their failure to comply with listing standards, such as maintaining an average global market capitalization of at least $50 million over a 30-day consecutive trading period. 

A few months before that, the Vancouver, Washington-based company was hit with a non-compliance notice, which flagged the brand for having an average closing price of less than $1.00 per share over a consecutive 30-trading day period. Now, BowFlex will enter bankruptcy with $140 million in assets and $126 million in liabilities according to its newly filed petition. 

What’s Next for BowFlex?

Along with Matrix Fitness, Johnson Health Tech also carries wellness companies Horizon Fitness and Vision Fitness. Whether Johnson or another bidder ends up acquiring BowFlex, the move promises to give the once-popular at-home fitness maker a much-needed sense of redirection after recent struggles. 

BowFlex notably underwent a rebrand last year, changing its name from Nautilus to BowFlex to put more emphasis on its strongest brand. The equipment maker also remodeled its BowFlex line, equipping it with brighter visuals, messaging with goal promotions and a more inclusive approach to fitness to hopefully attract younger fitness consumers.

The post BowFlex Files for Bankruptcy, Eyes Potential Sale to Matrix Parent appeared first on Athletech News.

BowFlex is casting “substantial doubt” on its ability to continue operations and is considering filing for bankruptcy, according to a recent quarterly filing. The grim outlook follows a company-wide rebrand last fall that saw Nautilus switch its corporate name BowFlex.

In an SEC filing on February 21, the Vancouver, Washington-based fitness equipment maker cites a challenging retail operating environment, “deteriorating macroeconomic conditions” and a decline in customer demand, resulting in a “significant year-over-year decline” in revenue for the three and nine months ended December 31, 2023. 

BowFlex said it believes “conditions will not improve in the next several quarters,” negatively affecting its liquidity projections. The equipment maker painted a dire picture:

“We have been actively pursuing alternatives to access liquidity or sell the Company or its assets, which may include making a voluntary filing under federal bankruptcy laws,” BowFlex reported. “If we are not able to promptly consummate a transaction or access additional sources of liquidity, we will not be able to maintain compliance with debt covenants in our credit facilities and may not be able to continue to operate our business.”

“Management has determined that under these circumstances, there is substantial doubt about our ability to continue as a going concern for twelve months from the issuance date of this report,” the company added.

BowFlex reports that for the three and nine months ended December 31, 2023, it incurred a net loss of $34.3 million and $51.8 million, respectively, and for the three and nine months ended December 31, 2022, it incurred a net loss of $11.1 million and $84.5 million, respectively. 

Despite its rebrand, which included a colorful marketing campaign and the release of new home-fitness products, BowFlex has continued to struggle. 

The fitness equipment maker received its second notice from the New York Stock Exchange at the close of last year, warning that it wasn’t in compliance with continued listing standards amid its financial issues.

Despite rallying around its “North Star” strategy since 2021 under CEO Jim Barr, the company previously discussed a potential sale and also conducted layoffs, affecting 15% of its staff, in early 2023.

The equipment maker had announced in May that it would sell $13 million in non-core assets, including the Nautilus brand trademark, to boost its balance sheet in response to lackluster net sales. In June, BowFlex, then operating as Nautilus, sold over four million shares of its common stock or equivalents to an institutional investor to raise $5 million for general corporate purposes. 

The post BowFlex Future in ‘Doubt’ as Company Weighs Sale, Bankruptcy 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.

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

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

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

Life Fitness Embraces Functional Training, Cardio Content

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

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

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

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

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

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

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

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

For Concept2, Quality Is Paramount

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

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

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

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

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

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

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

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

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

iFIT, Freemotion Go All-In on Connected Fitness

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

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

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

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

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

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

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

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

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

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

EGYM Is the Leader in Smart Fitness

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

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

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

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

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

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

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

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

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

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

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

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

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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.

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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.

In terms of exercise – and the way users pay for it – Exxentric isn’t afraid to take the road less traveled. 

The fitness equipment supplier, founded in 2011, uses flywheel technology to prompt its users to pull against inertia. This, according to Exxentric, creates a dynamic form of strength training with a safer and more controlled approach compared to traditional options such as weight lifting. 

“It facilitates for coaches, therapists and individual athletes to get a variable load throughout the full range of motion” Johan A Larsson, head of ecommerce and marketing at Exxentric, told Athletech News. “That provides a range of possibilities for optimizing your strength training such as using eccentric overload and other benefits for the knowledgeable trainer or athlete.”

Purchasing Options Expand

Users can purchase Exxentric’s products via less conventional methods as well. The company recently partnered with Splitit, a white-label, fully-embedded installments-as-a-service technology platform that unlocks existing consumer credit on payment cards for 0% interest. The technology allows users to divide their expenses over time when making purchases.

“With the inflation and the general recession tendency in the economy today, offering financing or pay later options are important for any investment grade product,” Larsson said. “Given that we have pretty high order values, I think it’s important for us. That’s probably the same for many other fitness equipment vendors. You need options for the customer to find the right financing.”

Adding Clients of all Kinds

Exxentric is committed to supplying individuals engaged in health and wellness at more than one level. The company already made waves in strength training’s professional side, but has its eye on expanding beyond that, with help from Splitit. Exxentric’s kBox equipment ranges from $1,390 to $2,990. Its LegExx and LegFlexx machines both cost upwards of $6,000. However, the Splitit purchasing avenue breaks down those numbers over time, making them less daunting to anyone with a limited budget.

“We’re increasingly targeting advanced home users,” said Larsson. “It’s amateur athletes, weekend warriors, people who invest a lot of time, effort and budget into their training. Splitit is helping us to expand from the professional audience into the home audience.”

According to a post-pandemic report, 30% of fitness studios spend less than $1,000 per year on new equipment. There lies a key demographic that Exxentric and Splitit are also targeting. 

A Winning Solution for All Parties

Splitit also ensures secure monetary transactions. The company attracted Exxentric as a partner with its compatibility across different currencies; Exxentric views this flexibility as another necessity for its business operations in today’s day and age. 

“We wanted to avoid going through the hassle of trying to figure out how to address the customers’ financing problem in all the different markets where we are active, being a small company with limited resources,” said Larsson. “This was especially important for us in the US market, which is the largest for us. At that time, Splitit provided a solution that was hassle-free and a good enough financing option to our customers. It’s a solution we can use globally.”

Exxentric’s forward thinking has paid off thus far. The company reports that the average order value for orders coming in via Splitit are 88% higher than order values overall. It’s a functioning, well-made match, as Larsson also noted that there was no other realistic option on the table offering a similar payment solution for its customers. 

“It’s all about sales right?” said Larsson. “In the end, we can’t know for sure what drives people’s behavior. But we do see that a lot of people asked for financing options and when we launched with Splitit, a lot of people chose it as their payment method. We do believe that this has contributed to our growth. That’s what’s important for us.”

The post Exxentric Pushes Boundaries Inside & Outside the Gym With Splitit appeared first on Athletech News.

Treadmills are officially coming to Wahoo Fitness, promising to take users and the company itself down new paths in 2024. 

The indoor and outdoor fitness supplier will launch the Kickr Run Smart Treadmill in the United States within the coming year and globally by 2025. With lines of smart bikes, wearables, and other fitness accessories up until this point, this resembles a groundbreaking move with the Kickr Run being a first-of-its-kind product for the Atlanta-based Wahoo Fitness. 

The software within the treadmill is equally forward-thinking. The Kickr Run includes a new sensing system called “Run Free Mode,” which allows users to change pace in a hands-free manner. High-speed motors react within milliseconds to a user’s position on the running platform to naturally adapt to changes in speed. This allows runners to undergo a seamless cardio exercise experience where their feet dictate their pace rather than a series of buttons. 

“I have been working behind the scenes with a very talented group of Wahooligans developing Kickr Run for over 7 years – so I am delighted to see it come to market,” said Chip Hawkins, founder of Wahoo Fitness. “As passionate runners – we wanted to create the most realistic experience and create a tool that helps people improve, become better athletes and achieve their goals. The Kickr Run will revolutionize indoor running, in the same way that the Kickr did for indoor cycling over a decade ago.”

Gamification & More

The treadmill also features Zwift Run, a gamified mode that allows users to feel changes in gradient while trotting down virtual pathways. This, alongside innovative lateral tilting capabilities, installs a more accurate simulation of an outdoor running environment from within the comfort of your own home or facility. 

Wahoo’s heart rate monitors, smartwatches and other accessories also connect to the Kickr Run to back the product with as much tech-enabled support as possible. USB ports to charge devices, WiFi connectivity and a port for a hardwired connection are available as well. Even the little things, such as water bottle holders spaced around an integrated laptop, are covered.

The Kickr Run will make its first public appearance at the Boston Run Show on Saturday, January 27th, 2024. Live demos will run through that weekend.

The post Wahoo Fitness Launches Treadmill Powered by Smart Tech 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.

Tesla, known for its electric vehicles, recently submitted a trademark application in the United States for the “Cyberhammer,” defined as a piece of “exercise equipment, namely, gym hammers for fitness purposes.”

While little else is known about the merchandise, it is likely to be designed with elements of the popular Cybertruck, the company’s electric pickup truck. During the Cybertruck’s unveiling in 2019, it was famously hit with a hammer to demonstrate its resilience. 

The Cyberhammer comes as the latest addition to Tesla’s line of Cybertruck-inspired merchandise and accessories. Gigabeer, a small-batch premium German beer, and the Cyberwhistle, a stainless-steel whistle, have been popular despite their high prices of around $800 and $70, respectively. 

Tesla entering the fitness equipment market could be merely a one-time venture, but if the Cyberhammer is popular, the company might expand its offerings. After the recent trademark application, the product is likely to appear in Tesla’s online store soon. 

Exercise sledgehammers are effective pieces of equipment for full-body workouts. They can be used for squats or swings, which can be used for muscle and ligament stabilizing and strength-building. Fitness hammers on average range in price from around $50-$150. Based on the pricing of Tesla’s other merchandise, the Cyberhammer is likely to retail for more.   

In a similar move, Ikea recently entered fitness equipment market with a 19-piece collection. Dubbed the Dajlien (“daily’) collection, Ikea’s fitness product line includes exercise mats, a step-up board and a set of ring-shaped dumbbells designed for easy use, storage and travel. Other products include recovery-focused items like an air purifier, yoga straps, and a massage ball.

The post Tesla Eyes Gym Equipment with ‘Cyberhammer’ appeared first on Athletech News.

The wide-ranging health and mental benefits of strength training are increasingly being recognized by individuals of all ages and genders, according to a new report from smart home fitness company Tonal.

The findings, which leverage a year’s worth of Tonal’s anonymized user data, show that users of the AI-powered strength training hardware lifted over 66 billion pounds in 10 million-plus workouts between October 2022 and 2023— serious numbers showing just how invested consumers are in building strength. 

Strength Training Leads the Way in 2024 

With a new year underway, strength training remains a major focus of fitness consumers, as seen by a Mindbody 2024 Predictions Report revealing that over 60% of consumers include weight or strength training in their workout routines.

Nike even launched a collection of strength training equipment with branded barbells, dumbbells and kettlebells — a first in its 50-plus year history — further underscoring the fitness trend. Boutique fitness brands such as Orangetheory are also tapping into strength training to meet consumer demand.

Breaking Old Stereotypes

Although strength training was once a fitness segment primarily cornered by male athletes and appeared intimidating to the average fitness enthusiast, Tonal reports that fitness consumers of all ages and levels are using strength training to build muscle, becoming stronger and healthier.

In particular, women and adults over 55 years old are actively “lifting heavy” and shattering the image of what a weightlifter looks like, according to Tonal. 

Despite the availability of various workout options (such as yoga, barre, HIIT, Pilates and dance cardio), Tonal reports women opt for strength-training workouts 62 percent of the time on its home gym hardware. Their workouts have paid off — in their first year on Tonal, women users increased their overall strength by an average of 57 percent.

Older Tonal users are also invested in resistance training to build muscle, promote joint health, and preserve bone mineral density, eager to work on functional movement to improve their daily life and participation in recreational sports. This active segment of Tonal users is also 12 percent more consistent in their routines when compared to younger Tonal members. The smart home gym maker has been targeting older adults with its ‘Active Aging’ strength workouts, noting that its 55-plus segment is one of its most “vibrant populations.”

The Impact of Weight Loss Drugs, AI

While Tonal is encouraged by its data findings, the smart home gym company acknowledges new opportunities and challenges ahead for the fitness industry, such as AI and GLP-1 weight loss drugs.

The weight-loss promises of GLP-1s may be accurate, but these drugs won’t replace exercise, predicts Tonal. Instead, the use of popular medications such as Ozempic and Wegovy will underscore the importance of a consistent resistance training routine, especially as many experts warn that rapid weight loss can result in the loss of lean muscle mass.

By integrating resistance training with weight loss drugs, patients will have a greater chance at long-term success, according to Troy Taylor, senior director of performance at Tonal.

As for AI, Tonal is confident in the technology’s ability to help, not replace, the fitness industry.

“While AI won’t replace personal trainers anytime soon, it will serve as a valuable resource for creating programming and freeing up coaches to focus on the human elements of training that can’t be replicated by a machine,” said Tonal coach Ash Wilking.

View Tonal’s 2023 State of Strength Report here.

The post Inside the Democratization of Strength Training appeared first on Athletech News.

Vitruvian, an Australian home fitness startup with a low-profile AI strength trainer that was named one of Time’s Best Inventions of 2022, has secured an additional AU$21.8 million ($14.7 million USD) in funding to bolster its hardware, software and content. 

A representative for the startup confirmed to SmartCompany that the funding stemmed from previous Vitruvian investors and is considered an extension of the fitness brand’s AU$21 million Series A last year.

Vitruvian’s 2022 funding, which included Larsen Ventures and Steve Baxter of Australia’s “Shark Tank,” was used to accelerate production and expand into the U.S. market. 

Founded in 2008 by Jon Gregory, CEO, Vitruvian has reimagined strength training with its slim-designed AI-driven Trainer+, which loads weight (up to 440 lbs) based on a user’s current fitness profile to create the optimal workout. The personalized adaptive technology promises results in half the time of traditional workouts, but users can opt for non-adaptive training modes to keep weight at a constant amount. Various accessories allow Trainer+ users to continually challenge their bodies in their workouts with the ease of a “quick connector system” for easy swapping of handles, bars, straps and accessories. 

Gregory, who has a unique background with a degree in applied physics and worked in finance and trading, saw a dichotomy between using advanced algorithms for trading and the archaic metal weights in the training room of the finance company. 

“I had found a problem that technology could solve,” he told Authority Magazine in 2021.

Earlier this year, Vitruvian launched a partner program for fitness clubs and hotels, enabling guest-based businesses to offer its members and guests strength training classes with the Trainer+. Hotels and fitness clubs that team with the fitness startup can join an affiliate partnership to sell the Trainer+ machines to guests at a discount while earning a percentage of the sales. 

In October, Vitruvian teamed with Gymshark to showcase its digital resistance training at the Gymshark flagship store on Regent Street in London. 

The post Vitruvian Raises Another $15M for Ultra-Portable Home Gym 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.

Tracy Anderson, a fitness pioneer with nearly 25 years of experience, is introducing a new addition to the Tracy Anderson Method – HeartStone. These limited-edition weighted energy trainers are embedded with hand-cut rose quartz. 

HeartStone is designed to amplify the heart-boosting effects of Tracy Anderson’s signature conductor-style arm sequences. The dynamic weights support fluid movements, sculpting, toning and energizing the upper body. Each HeartStone features hand-cut and polished Rose Quartz encased in an iron casting. The rose quartz was hand-cut and polished by skilled tradespeople under safe working conditions and equal pay, and the iron casting is free from PFAs, phthalates, BPA, and VOCs.

“Rose quartz has been used since ancient times for its healing powers and heart-opening energy,” Anderson said. “Creating a piece of fitness equipment that supports our bodies on both a physical and spiritual level has been incredible, and I am so excited to share this product with you.”

Anderson’s product launch last year, MyMode, was her first foray into sustainable fitness equipment. With HeartStone, she furthers her goal of calling attention to such toxic materials commonly used in fitness equipment. 

“My focus for this upcoming new year is to raise the vibrations of your physical powers, and energize your untapped potential. I can’t wait to explore this entirely new range of movement together,” she added.

Anderson has worked with celebrities including Gwyneth Paltrow, Jennifer Lopez, Victoria Beckham and Robert Downey Jr. She also offers online virtual personal training and studio classes. With the purchase of HeartStone, users get access to its accompanying app, which provides a collection of arm workouts curated by Anderson. 

Priced at $375, HeartStone will be available for purchase on TracyAnderson.com. The accompanying HeartStone by Tracy Anderson app is set to launch later this month and will be available on major app stores.

The post Tracy Anderson Launches HeartStone, a New Take on Free Weights appeared first on Athletech News.

Ikea, best known for its budget-friendly furniture and decor, is capitalizing on the rising consumer trend toward health and fitness with plans to launch a limited 19-piece at-home workout collection that gives a new definition to “functional fitness.”

Dubbed the Dajlien (‘Daily’) collection, Ikea says its upcoming fitness product line supports everyday movement and creates healthy habits while complementing the home. The Netherlands-based and Sweden-founded furniture and decor retailer is rolling out the collection in January 2024, perfectly timed when many consumers are eager for a post-holiday reset. 

Ikea fans can expect to find exercise mats, a step-up board and a set of ring-shaped dumbbells designed for easy use, storage and even travel. A sleek, crate-style Dajlien storage bench (which can double as a coffee table) is also offered, complete with a non-slip mat. Additional products include recovery-promoting and stress-busting items, such as an air purifier, yoga straps, kneepads, a massage ball and a portable Bluetooth speaker, as well as wearables such as post-workout slippers and ponchos.

According to the furniture retailer, its Dajlien collection is based on ideas gained from visiting houses in New York, Chicago, London and Shanghai, with the company mindful of difficulties such as motivation, space limitations, time restraints and the general discomfort many have of working out at a gym. 

“Dajlien is all about supporting movement and helping people live more active lives at home,” said Akanksha Deo, designer at IKEA of Sweden. “We have designed a collection that helps bridge the gap between home and active life, that recognizes that training can take many shapes and forms and that you don’t need a lot of space to do a simple workout.”

Keeping with Ikea’s theme, the at-home fitness collection is multi-functional, with its bamboo-crafted bench serving as part training equipment and part storage while remaining stylish. Unlike traditional at-home fitness equipment that tends to stand out, Ikea has created its workout products to be subtle in color and details, with the goal of the Dajlien collection to blend effortlessly into the home environment.

“Not everyone feels safe or comfortable going to a gym and at home we often deal with small space and time constraints,” said Sarah Fager, designer at Ikea of Sweden. “Dajlien was born from the desire to find smart solutions that address these limitations and help people create a convenient and motivating place for exercise. We wanted to create smart, beautiful products to inspire and redefine training as a fun, easy and natural everyday activity.”

The post Ikea Enters Fitness With At-Home Workout Collection appeared first on Athletech News.

BowFlex, the Washington-based fitness equipment maker formerly known as Nautilus, has received notice from the New York Stock Exchange (NYSE) warning the company that it isn’t in compliance with continued listing standards, which requires it to maintain an average global market capitalization of at least $50 million over a 30-day consecutive trading period and a total stockholders’ equity equal to or greater than $50 million.

The struggling fitness equipment company was also hit with a non-compliance notice in September, which targeted the brand for having an average closing price of less than $1.00 per share over a consecutive 30-trading day period.

The fitness equipment maker received the most recent notice on November 27, and plans to notify the NYSE of its receipt by Dec. 11, 2023. The company says it will provide the NYSE with a plan to cure the current deficiency. If BowFlex isn’t able to cure the deficiency, it risks having its stock delisted.

The notice doesn’t affect BowFlex’s operations or its reporting obligations with the SEC, and the NYSE will provide a 45-day period for BowFlex to submit a plan of action it has taken (or will take) to bring it into compliance within 18 months.

The NYSE notice follows a rather grim financial report that BowFlex issued last month, where the equipment maker lowered its revenue forecast, expecting full-year net revenue to be in the range of $215 million to $240 million, compared to previous guidance of a range of $270 million to $300 million. BowFlex execs indicated that retailers are taking a conservative approach to reorders.

From Nautilus to BowFlex

In October, the equipment maker underwent a total company rebrand that transitioned it from the Nautilus name to BowFlex, leaning into its strongest at-home fitness brand and ushering in a more colorful and youthful marketing vibe. Last month, the rebrand was reflected on the stock exchange, with the company’s ticker changing from NLS to BFX.

BowFlex has had an uphill battle in a post-pandemic environment that saw consumers flock to the gym and in-person boutique fitness studios. The equipment maker recently sold $13 million in non-core assets to strengthen its balance sheet, conducted layoffs this year and announced plans to raise $5 million for general corporate purposes to boost its cash balance.

Despite ongoing challenges, the company made good on its promise to add new equipment offerings to its product lineup, introducing the BowFlex Max Trainer SE and the BowFlex IC Bike SE, two new cardio machines with at-home fitness-friendly “nearly silent” hardware that doesn’t disturb other household members. 

“Home fitness is here to stay, and there’s no reason to relegate it to the basement or limit when you can exercise,” said Jim Barr, BowFlex CEO, of the company’s mission to create at-home fitness products with form and function in mind.

The post BowFlex Risks NYSE Delisting Over Low Market Cap appeared first on Athletech News.

The fitness industry is very much in the early stages of its encounter with artificial intelligence, but some brands are already working on innovative and potentially paradigm-shifting workout products.

Moawia Eldeeb, co-founder and CEO of smart home gym company Tempo, is harnessing the power of AI to transform the way people strength train. A computer science major at Columbia University and a former personal trainer, Eldeeb co-founded Tempo in 2015 to democratize access to high-quality personal training through AI. 

With the Tempo system, users get access to a set of smart weights – dumbbells and a barbell – that are tracked by AI-powered sensors. The sensors track the way your body moves during exercises, allowing Tempo to deliver real-time feedback on form. The company also uses AI and biometric data to create personalized daily workout plans, among other features.

Tempo has become one of the hottest brands in the home gym space, raising $220 million in a Series C round in 2021 to help it scale and create new products. 

Athletech News spoke with Eldeeb about what separates Tempo from other smart home gym brands, how the company uses AI to personalize strength training, and what could be coming next for the brand. 

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

Athletech News: You have an inspiring story. Can you tell us about your background and why you decided to create Tempo?

Moawia Eldeeb: Our mission at Tempo has always been to make personal training and fitness more accessible, and the impact personal training had on my life when I was younger is a big inspiration for that. I was born in Egypt and moved to New York City when I was in third grade. My family became homeless when I was in middle school, and the trainers at my local YMCA agreed to train me if I focused on school. It was with their help that I excelled academically and fully understood the impact fitness could have on someone. 

I ended up attending Columbia to study computer science, and also secured a job as a personal trainer while I was in school. During my time at Columbia, I met Josh Augustin, and together we co-founded Tempo. I realized that one-on-one, personalized training and guidance was unattainable for most people, and sought to fill that gap by combining AI and weightlifting to create the only at-home fitness solution with a built-in personal trainer.

ATN: What separates Tempo from its competitors in the smart home gym space, particularly those focused on strength training?

ME: With other connected fitness and smart home tech, users put in a lot of effort but struggle to see actual results. It’s only when you combine AI, biometry and the human connection that people will see the consistency and results they’ve been seeking, and that’s what Tempo does.

Beyond a “smart” piece of gym equipment with a screen, what makes training so effective is getting highly personalized guidance before, during and after. Tempo offers this by leveraging biometric data to create a daily workout experience completely tailored to you. Tempo then responds to your real-time performance to provide feedback that maximizes your time on the mat and to suggest the right recovery for your body to reach your goals. 

As a personal trainer, Tempo takes it one step further by counting reps, tracking speed and providing personalized weight-lifting recommendations. With the mix of human-led training and AI technology, Tempo makes progress and efficiency more attainable than any of its competitors.

ATN: What’s been the biggest challenge in scaling Tempo over the last several years?

MW: One of the biggest challenges has been adapting to the major lifestyle shift that came from moving through the COVID era to today. We haven’t seen a complete bounce-back to the pre-pandemic days, and I don’t think we’ll fully return to that way of living. Many people now have hybrid or fully remote workplaces and are enjoying greater flexibility in their schedules. Because of that, we’ll continue to evolve Tempo so we can provide you with a training experience that offers flexibility, convenience and ease – regardless of your lifestyle.

ATN: Tempo recently released a series of new features to make workouts even more personalized and adaptable. How far along is Tempo on its mission to build the world’s best personal trainer?

ME: I firmly believe that with Tempo, you’ll get the world’s best training experience available today. We know that streaming great workout content is simply not enough to help people to see progress. Results are what get people hooked on fitness and ultimately improving their overall health and longevity, so we set out to build an entirely new way of working out, with training plans that could guarantee faster results by focusing your training on target areas over the course of a 4-week period. Tempo now brings together real-time biometric data, AI, fitness science and human-led training to deliver adaptable training plans, a “Readiness Score,” and the most effective workout for you that day. What you get with Tempo is a training experience that is truly customized and responsive to you in real-time. 

But that doesn’t mean our work stops here. Down the line, I envision Tempo being integrated into your daily life. This means building Tempo into the most effective fitness and health companion that’s as individualized as one-on-one personal training, but far more convenient and affordable.

ATN: Is Tempo in competition with brick-and-mortar gyms and studios or can it be complementary?

ME: It’s absolutely complementary. Strength is at the core of all performance-based activities as well as everyday life, which makes Tempo’s strength training ideal for any fitness journey. While Tempo brings personal training into your home, we don’t identify as a home gym company; we’re a fitness company. 

Our products have evolved to go with our members – whether that’s to the gym or while traveling. With the Tempo Core and app, strength training is now in the palm of your hand with the powerful portable device. Wherever you are, Tempo brings personalized training to you to help you meet your goals, while adapting to your needs.

ATN: Will AI ever replace personal trainers?

ME: AI is driving this efficiency and can help support your fitness goals. But I don’t see it replacing personal training. AI alone can’t provide the human connection that people need when it comes to motivation, accountability and coaching. When you bring the two together – humans plus AI – that’s when you’ll see the consistency and results people are after.

ATN: What could we see next from Tempo in terms of innovation and new features?

ME: In the short term, we’re continuing to tweak and improve the training experience, making it as seamless and powerful for you as possible. We want to take out all the guessing and planning on our end, so all you need to do is show up and put your effort into the workout – not figuring out what you should do or what equipment you need. 

We’re working on using AI for more sophisticated movement tracking and training-plan creation based on your sleep scores and heart rate variability to tell you how ready you are to work out that day. We also know that body composition scanning is more beneficial for your fitness journey than a number on the scale, so we’re looking into integrating our in-app body scanning feature directly into a customized training plan for you.

We’re also looking at incorporating more health data such as nutrition, metabolism and beyond to build an even more comprehensive and customized health experience. 

The post CEO Corner: Tempo’s Moawia Eldeeb Is Changing Fitness With AI appeared first on Athletech News.

Tonal, the smart home gym company, has filed a lawsuit against competitor Speediance, alleging the rival brand infringes on its patents and is engaging in false and misleading advertising.

The China-based Speediance, founded in 2020, is also alleged to tout itself as the “Tonal killer” and alter and/or delete reviews on its website that aren’t five stars, according to the 73-page suit filed in a Texas federal court earlier this month. The suit further accuses Speediance of falsifying its Amazon reviews of its “Gym Monster” product.

Speediance raised $10 million over the summer, identifying the U.S. market as a key priority for its smart fitness brand and saying it would use the capital to improve its product line and market expansion. The funding was led by Oriza Seed and Haiyi Investment and included participation from Frees Fund and Rongda CVC.

Tonal takes particular issue with patents that it says Speediance copied, such as its dynamic weight mode and innovative handle connector patents.

According to Tonal’s suit, Speediance “directly targets current and prospective Tonal customers, advertising itself as the ‘Tonal killer’ and emphasizing the infringing product’s purportedly similar features, including its digital weight system, electric motor, adaptive weight modes, interactive content, smart accessories, and safety features.”

Tonal is requesting a trial jury as it seeks a monetary award to compensate the smart home gym for what it claims are damages resulting from Speediance’s infringement of its patents and is requesting the manufacturing and sale of Speediance’s at-home fitness device be blocked.

Tonal recently inked a deal with Best Buy to sell its fitness hardware and accessories on the retailer’s website. The move adds to its existing retail footprint, which includes an in-store deal with Nordstrom.

The post Tonal Sues Smart Home Gym Rival Speediance appeared first on Athletech News.

Tonal has made a major announcement ahead of the holiday shopping season, expanding its retail footprint with Best Buy. As of Monday, consumers can shop for Tonal and accessories on BestBuy.com, a partnership the smart home gym maker says will help it reach new audiences. 

Tonal’s new deal with Best Buy follows an in-store deal with Nordstrom as the brand pushes into the retail space.

Ian Yung, Tonal’s senior vice president of revenue, called Tonal’s relationship with Best Buy a “natural next step” as the smart home gym maker increases its distribution and expands its e-commerce presence in the at-home fitness sector.

“As one of the nation’s most trusted retailers, Best Buy has a loyal built-in customer base, and we are excited about the potential for more people to experience the power of Tonal,” Yung said.

As part of the collaboration, Best Buy’s Geek Squad Agents will manage delivery and installation for consumers who shop for Tonal products on the retailer’s website, with the in-home delivery and installation included in a Tonal purchase.

The electronics retailer has partnered with other tech-forward fitness brands this year, such as wearable tech company Oura and rower company Ergatta. 

Tonal Is All-In on Hardware

Tonal CEO Krystal Zell recently spoke with Athletech News at Disrupt 2023, where she shared her thoughts on the future of the intelligent strength fitness brand, which uses AI-driven equipment that dynamically adjusts weights in real-time with up to 200 pounds of digital resistance.

Appointed as CEO earlier this year to replace Tonal founder Aly Orady, Zell stepped into her new leadership role just as the smart home equipment maker raised $130 million in a new funding round. 

Zell says she’s encouraged by the growing strength training arena as consumers continue to invest in their health and wellness, especially as data shows strength-based training can enhance an individual’s quality of life. The fitness brand has also begun to target the active aging population, who are also intent on taking measures that promote longevity. 

Zell is also committed to Tonal’s hardware-centric model, pointing out that there isn’t a content experience available that can be replicated without the Tonal strength trainer. She also points out that there is (and always has been) an abundance of fitness content on the market.

“It’s about staying the course on what we believe is significant differentiation for us, which is taking people who are very focused on fitness, and bringing the best of a strength experience to them rather than just churn, churn, churn from a content perspective,” she said.

AI has been a focal point of Tonal’s development, with the equipment maker boasting five years’ worth of data collection on weight training that it uses to inform workout design.

The post Tonal Eyes New Consumers With Best Buy Deal appeared first on Athletech News.