ProForm

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.

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

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

• Home fitness equipment
• Connected fitness machines
• Smart treadmills bikes
• Interactive workout equipment
• Cardio strength machines

Headquarters

HQ city

Logan

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. 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.
2. 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

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core 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

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability9 records

Feature8 records

Partnerships

Four partnerships are on record, tiered core.

• AffirmcoreChannel Partner/ Reseller/ DistributorAffirm 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.
• KlarnacoreChannel Partner/ Reseller/ DistributorKlarna 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 CreditcoreChannel Partner/ Reseller/ DistributorFortiva 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.
• FlexcoreChannel Partner/ Reseller/ DistributorFlex 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

Emerging 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

• Xx.com/ProFormFitness
• YouTubeyoutube.com/user/ProFormLive
• Facebookfacebook.com/proform
• Instagraminstagram.com/proform/?hl=en
• TikToktiktok.com/@proform_fitness
• Pinterestpinterest.com/proform

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ProForm