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14 Jun 2021
Icon rebrands as iFIT Health & Fitness
BY
Tom Walker
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The iFIT platform is available across the group's three equipment brands
photo: Freemotion/iFIT
Fitness equipment supplier, Icon Health & Fitness, has rebranded and changed its corporate name to iFIT Health & Fitness. The company owns four brands – commercial equipment specialist Freemotion, two at-home fitness brands (NordicTrack and ProForm) and iFIT, a digital fitness platform.
Over the past 24 months – and especially through the pandemic – the company has focused on making its iFIT platform central to its operations.
At the end of 2020, its commercial fitness arm, Freemotion, launched its new 22 Series cardio line, which is designed to work in sync with the iFIT platform, using auto-adjusting technology to control the equipment's movements to match on-screen coaching. Similar technology is used across both the NordicTrack and ProForm equipment lines.
The move was seen as being part of a strategy to create an omnichannel fitness service around the iFIT platform and the combination of club-based and at-home fitness equipment.
iFIT currently has more than five million members in 120 countries.
According to Scott Watterson, founder, chair and CEO, the rebrand reflects the group's move to delivering personalised, connected health and fitness experiences.
“We're elevating the name of our operating system to become our global corporate name,” Watterson said.
“This name-change reflects our focus on providing state-of-the-art fitness technology solutions to as many people as possible.
"As the category pioneer, iFIT defined what it means to have a truly interactive fitness experience, at home, in the gym, or on the go."
In late 2019, just months before the start of the COVID-19 pandemic, iFIT secured growth equity investment worth US$200m, in order to accelerate its growth plans.
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