- iFIT has over 6.4 million total members, 1.5 million interactive fitness subscribers
- Celebrated NordicTrack’s 50th anniversary with Ultra 1 treadmill release
- In 120 countries
- Over 100 global retailers including Amazon, Costco, Dicks Sporting Goods, Best Buy, Fitshop, Decathlon, & John Lewis
- Recent partnership with content platform Ergatta part of gameification of fitness
- Launched AI Coach a year ago
By Jarrett Banks
Fresh off the launch of the Ultra 1 treadmill and celebrating NordicTrack’s 50th anniversary, at-home fitness giant iFIT is doubling down on AI, interactivity, and global expansion to maintain its edge in a competitive market.
The health and wellness industry is booming, fueled by consumers’ shift toward proactive healthcare. iFIT recently showcased its latest innovations at a major health, wellness, and AI conference—highlighting its commitment to the intersection of technology and fitness.
iFIT has over 6.4 million total members, and more-than 1.5 million interactive fitness subscribers. The company is in 120 countries with 180 trainers that take users all over the world through a massive library of fitness content. And with a growing appetite for personalized and interactive experiences, iFIT is banking on AI-driven training to enhance user engagement and results.
iFIT has positioned itself alongside some of the world’s most prestigious endurance events, including sponsorships of the Boston and Sydney Marathons, as well as the Tour de France. These partnerships not only enhance brand visibility but also reinforce the company’s credibility among serious athletes. And it’s easy to find iFIT at your go-to fitness supplier: It’s in more than 100 global retailers including Amazon, Costco, Dicks Sporting Goods, Best Buy, Fitshop, Decathlon, & John Lewis.
Meanwhile, its collaboration with Ergatta signals a move into gamified fitness, appealing to a new wave of consumers looking for engaging, competitive workouts. Members can now race against other members, iFIT trainers, or themselves thanks to Ergatta’s community-building gaming technology.
At the heart of iFIT’s latest push is the Ultra 1 treadmill, a high-end piece of equipment designed to blend form and function. Rather than a conventional launch, iFIT introduced Ultra 1 at Art Basel Miami Beach and Maison&Objet in Paris, positioning it as a statement piece as much as a fitness tool.
Ultra 1 owners have the option of changing the treadmill’s speed and grading through the metal controls inspired by an airplane cockpit or the included wearable ring device. The move underscores the company’s broader strategy of integrating fitness into lifestyle.
Beyond hardware, iFIT’s AI Coach is evolving after a year on the market, with engagement metrics showing users increasingly turning to AI for workout guidance. With 15-20% of users interacting with AI Coach daily, the company sees this as a stepping stone toward further democratizing personal training, as the AI Coach is far-more reasonably priced than a human physical trainer.
The at-home fitness sector has faced headwinds since the pandemic-era boom faded, but iFIT remains optimistic. The brand has shown resilience, with strong direct-to-consumer sales and a business model that isn’t directly impacted by stock market fluctuations.
To maintain momentum, iFIT is expanding its international presence, launching in multiple languages and establishing an office in Shanghai. It is also fine-tuning its content approach, catering to a broad spectrum of users with over 10,000 fitness and wellness courses. The company’s hybrid approach—balancing at-home workouts with real-world experiences—is helping it navigate the post-pandemic fitness landscape.
Looking ahead, iFIT plans to enhance its subscription model, integrate AI-driven coaching even further, and scale into new global markets. The company’s investment in high-performance training and immersive content—whether through AI, gamification, or elite partnerships—positions it well for long-term growth.
As the fitness industry stabilizes after years of volatility, iFIT is betting that intelligent, interactive, and innovative fitness solutions will keep it ahead of the pack. Smart investors will come along for the run.
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