iFIT launches brand campaign to highlight ‘new direction and mission’

iFIT has launched two new brand campaigns, revealing the group’s new direction and mission under the leadership of CEO Kevin Duffy – which is to “create the world’s most effective fitness platform”.

Called World of Intelligent Fitness and Incredible Machines, the two campaigns highlight the global fitness group’s two main elements – the interactive, digital fitness platform (iFIT) and its equipment divisions, which include consumer brand NordicTrack and commercial fitness specialist, Freemotion.

According to Duffy, who was appointed CEO in October 2022, the campaigns underline how iFIT’s proprietary software and experiential content work in tandem with Freemotion and NordicTrack equipment to “provide a seamless, truly integrated fitness experience”.

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

The campaigns were launched at a time when Freemotion Fitness – iFIT’s commercial equipment arm – continues to grow its footprint in the UK. In 2024, the company is set to announce a number of partnerships with major UK brands, including one with “an iconic retail chain”.

Globally, as part of its “intelligent fitness” push, iFIT is preparing to launch a new AI Coach option, set to debut in January of 2024. The virtual AI Coach will provide users with personalised and adaptive training.