ProForm
ProForm is a connected home-fitness equipment brand under iFIT Inc., selling smart treadmills, exercise bikes, ellipticals, and rowers directly to individual consumers across the US, UK, France, Canada, and Australia, integrated with the iFIT subscription platform.
- Company typePrivate
- Founded-
- HeadquartersLogan, United States
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What ProForm does
ProForm is a connected home-fitness equipment brand that operates inside iFIT Inc. (the corporate parent historically known as ICON Health & Fitness), headquartered in Logan, Utah. The brand sells smart treadmills, exercise bikes, ellipticals, and rowers directly to individual consumers across the United States, the United Kingdom, France, Canada, and Australia, targeting buyers who want gym-equivalent cardio equipment for the home rather than recurring gym memberships. ProForm sits alongside sister brand NordicTrack within iFIT's portfolio and is the lower-priced smart-equipment option in that pairing.
ProForm's product portfolio includes four Carbon Pro 2000 and Carbon Pro 9000 treadmills priced $1,099.99-$1,599.99, the 225 CSX, 325 CSX, and Carbon Pro10 Studio exercise bikes ($599.99-$1,299.99), Carbon EL, Sport, and Trainer HL HIIT ellipticals ($799.99-$1,299.99), the Carbon Pro10 Rower at $1,399.99, two equipment bundles at $2,698.99, plus accessories from $39.99 to $299.99. The core technology stack is the iFIT platform: smart equipment runs 10,000+ trainer-led video workouts on 5- to 16-inch HD touchscreens, with the trainer's intensity automatically adjusting machine speed, incline, decline, and resistance via SmartAdjust. ActivePulse drives heart-rate-controlled workouts from compatible monitors, and the AI Coach recommendation engine schedules personalized workouts via in-app messaging. Workout data syncs to Strava, Garmin Connect, and Apple Health, and Spotify streams through Bluetooth. The September 2025 iFIT lineup refresh added 40+ smart products, redesigned OS, and the X24 Treadmill and X24 Bike with up to 40% incline and decline capability.
ProForm operates a direct-to-consumer go-to-market via proform.com, phone sales, and live chat, with regional storefronts for non-U.S. markets. Revenue is generated through one-time hardware sales bundled with a recurring paid iFIT Pro membership that auto-renews, plus accessories. The company aggressively uses financing partners (Affirm 0% APR up to 36 months, Klarna interest-free installments up to 24 months, Fortiva Retail Credit 0% APR for 12-24 months) to lower sticker-price friction, and it accepts HSA/FSA funds via Flex. Free standard shipping and a 30-day return policy apply. Marketing runs primarily through owned social channels (Facebook, Instagram, YouTube, TikTok, X, Pinterest), email, and content marketing, with a heavy promotional cadence currently featuring up to $500 off equipment and $800 off bundles.
ProForm firmographics
Firmographics- Name
- ProForm
- Legal name
- iFIT Inc.
- Website
- https://proform.com
- Company type
- Private
- Operating status
- Operating
- Short description
- ProForm is a connected home-fitness equipment brand under iFIT Inc., selling smart treadmills, exercise bikes, ellipticals, and rowers directly to individual consumers across the US, UK, France, Canada, and Australia, integrated with the iFIT subscription platform.
- Ownership category
- akta.pro rank
ProForm industry classification
Industry- Product category
- Home Fitness Equipment
- SIC
- Motorcycles, Bicycles & Parts (3751)
- akta.pro primary industry
- Home Gym Systems & Smart Fitness Equipment Retail (Connected Mirrors, Smart Bikes, All-in-One Gyms) (CRAMADAG)
- akta.pro secondary industries
- Cardio Equipment Retail (Treadmills, Bikes, Rowers, Ellipticals) (CRAMADAA), Smart Fitness & Training Devices (Connected Fitness Sensors, Smart Jump Ropes, etc.) (CRACAQAH), Fitness Equipment & Performance Accessories Retail (CRAMABAD)
Keywords
Where ProForm is headquartered
LocationHeadquarters
- HQ city
- Logan
- HQ country
- United States
- HQ region
- North America
Markets served
ProForm business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Fitness Equipment Sales: One-time hardware sales of treadmills, bikes, ellipticals, and rowers ranging from $599 to $1,599 per unit. Bundles combining multiple machines are priced up to $2,699. Equipment requires paid iFIT Pro membership for full functionality.
- iFIT Subscription: Recurring subscription revenue from iFIT Pro membership required with equipment purchase. Provides access to 10,000+ workouts, AI Coach, smart features, and streaming content. Auto-renews unless cancelled.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Treadmills starting at $1,099.99 |
| One time/ perpetual license | Pay-as-you-go | Exercise Bikes starting at $599.99 |
| One time/ perpetual license | Pay-as-you-go | Ellipticals starting at $799.99 |
| One time/ perpetual license | Pay-as-you-go | Rowers starting at $1,399.99 |
| One time/ perpetual license | Pay-as-you-go | Equipment Bundles starting at $2,698.99 |
| One time/ perpetual license | Pay-as-you-go | Accessories starting at $39.99 |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
ProForm product offering
Product offeringCore offering
ProForm designs and sells connected home fitness equipment — treadmills, exercise bikes, ellipticals, and rowers — that integrates with the iFIT subscription platform to deliver interactive, trainer-led workouts with automatic machine adjustments. Equipment is sold directly to consumers through ProForm.com with bundled iFIT membership, and supplemented by financing options and HSA/FSA payment eligibility.
Product overview
ProForm is a fitness equipment brand owned by iFIT Health & Fitness Inc., offering a portfolio of connected home fitness machines designed to work with the iFIT subscription platform. The product line spans four main equipment categories: Treadmills (Carbon Pro 2000, Carbon Pro 9000, Carbon TLX, Carbon TLS), Exercise Bikes (Carbon Pro10 Studio Bike, 225 CSX, 325 CSX), Ellipticals (Carbon EL, Sport, Trainer HL HIIT), and Rowers (Carbon Pro10). Equipment is sold individually or as bundled packages (Treadmill + Bike, Treadmill + Rower). All smart equipment integrates with iFIT for auto-adjusting workouts, AI Coach personalization, and streaming content. The ecosystem also includes accessories (floor mats, heart rate monitors, dumbbells) and the iFIT membership subscription for content access. ProForm competes directly with NordicTrack (sister brand under ICON Health & Fitness) and Peloton in the connected fitness market.
Differentiator
Problem solved
Functional benefit
Brands
- Pro Series: Advanced treadmill line featuring the Carbon Pro 2000 and Carbon Pro 9000 models with smart technology and HD touchscreens
- Carbon Series
- Carbon Series (Bikes)
- CSX Series
- Sport Series
- Trainer HL Series
- Carbon Pro Series (Rowers)
Products and services
- Carbon Pro 2000 Treadmill
Companies that use ProForm
Customer profileSegments1 record
Ideal customer profiles1 record
ProForm technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability9 records
Feature8 records
ProForm partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- AffirmcoreAffirm provides financing options for ProForm equipment purchases, offering 0% APR for qualified customers with payment plans up to 36 months. Soft credit check for eligibility.
- KlarnacoreKlarna enables interest-free installment payments for ProForm equipment, allowing customers to split purchases into 4 payments or monthly financing up to 24 months.
- Fortiva Retail CreditcoreFortiva Retail Credit (issued by The Bank of Missouri) administers the ProForm Financing program, offering 0% APR for 12 or 24 month payoff periods for qualified customers.
- FlexcoreFlex enables HSA/FSA payments for ProForm equipment. Customers complete a brief telehealth consult for eligibility and can pay with pre-tax HSA/FSA funds, saving 30-40% on purchases.
Scale indicators4 records
Recent moves5 records
Expansion highlights5 records
ProForm competitors and assessment
Company assessmentEmerging players
- Tonal: Tonal is a smart strength-training system with subscription coaching. Adjacent connected fitness competitor shaping consumer expectations for AI-driven home workouts that ProForm's AI Coach is also pursuing.
- Hydrow: Hydrow is a connected rowing machine with live and on-demand content. Overlaps directly with ProForm's Carbon Pro10 Rower and competes for the rowing-buyer's subscription spend.
- Aviron: Aviron makes gamified connected rowers. Comparable category (rowing) with subscription-adjacent content; poses an emerging alternative for ProForm's connected rower customer.
Direct peers
- Bowflex: Bowflex sells connected cardio equipment (treadmills, bikes, max trainers) and strength products targeting the same home fitness consumer. Comparable in product breadth and price points, though with a different content platform approach (JRNY).
- Echelon Fitness: Echelon offers connected exercise bikes, treadmills, and rowers paired with its own subscription (Echelon Fit). Directly comparable smart fitness hardware/affordable price positioning, going head-to-head with ProForm on value-tier smart equipment.
- Peloton: Peloton is the category-defining connected fitness competitor, offering premium connected bikes, treadmills, and a subscription content library. Competes with ProForm for the same home cardio buyer and iFIT-vs-Peloton One membership wallet share.
- Horizon Fitness: Horizon sells connected treadmills, bikes, and ellipticals, including the 7.0 AT and Studio Bike lines. Directly competitive in home cardio, with a growing connected feature set targeting ProForm's segment.
- Sole Fitness: Sole makes treadmills, ellipticals, exercise bikes, and rowers sold through retail and DTC. Comparable in cardio equipment breadth, though more traditional/non-connected versus ProForm's smart focus.
- NordicTrack: NordicTrack is the sister brand under iFIT Inc., selling connected treadmills, bikes, rowers, and ellipticals with the same iFIT subscription ecosystem. It is the most directly comparable competitor given identical hardware/content stack and shared customer base.
Broad incumbents
- Life Fitness: Life Fitness is an established global fitness equipment manufacturer with broad commercial and home cardio lines. While not a content-driven smart-fitness direct competitor, it overlaps on cardio product categories and overall brand presence.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
ProForm social profiles
Digital presenceProForm financial estimates
Financial estimateRevenue estimate
Valuation estimate
ProForm leadership team
Management profileNumber of profiles
Profiles1 record
ProForm funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ProForm M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about ProForm
What does ProForm do?
ProForm designs and sells connected home fitness equipment — treadmills, exercise bikes, ellipticals, and rowers — that integrates with the iFIT subscription platform to deliver interactive, trainer-led workouts with automatic machine adjustments. Equipment is sold directly to consumers through ProForm.com with bundled iFIT membership, and supplemented by financing options and HSA/FSA payment eligibility.
Is ProForm a public or private company?
ProForm is a private company. It is classified as corporate owned and is currently operating.
When was ProForm founded?
ProForm was founded in -1.
Where is ProForm based?
ProForm is headquartered in Logan, United States, in the North America region.
How does ProForm make money?
Two revenue lines are on record. Fitness Equipment Sales are the primary driver. The others are iFIT Subscription.
Who are ProForm's main competitors?
Emerging players on record are Tonal, Hydrow and Aviron. Direct peers are Bowflex, Echelon Fitness, Peloton, Horizon Fitness, Sole Fitness and NordicTrack. Life Fitness is listed as a broad incumbent.
Does ProForm have an API?
No public API is recorded for ProForm.
What industry is ProForm in?
ProForm's product category is Home Fitness Equipment. Its primary akta.pro industry code is CRAMADAG, Home Gym Systems & Smart Fitness Equipment Retail (Connected Mirrors, Smart Bikes, All-in-One Gyms), with a secondary code of CRAMADAA, Cardio Equipment Retail (Treadmills, Bikes, Rowers, Ellipticals). Its SIC code is 3751.