HUR USA

What HUR USA does

HUR USA, Inc. is the US distribution subsidiary of HUR, a Finnish company founded in 1989 from a Helsinki University Research project. The US entity is headquartered in Park Ridge, Illinois and sells pneumatic (air-powered) strength training equipment and connected cardio to senior living communities, rehabilitation clinics, hospitals, medical fitness facilities, and inclusive fitness environments. Equipment is available across three equipment series (Premium 5000, Multi-Function 8000, and Accessible 9000) and integrates with the SmartTouch cloud platform, which uses RFID wristband/card technology to automatically load personalized exercise programs, adjust seat heights, and set resistance, while capturing longitudinal outcomes data.

The company's revenue model is hybrid hardware-plus-services with a recurring software component: it sells or leases strength and cardio equipment (priced quote-based with multi-year contracts), offers certified installation and staff training, provides ongoing Wellness Program Management through dedicated program managers, and operates the SmartTouch cloud platform as a subscription-based service with tiered pricing (SmartTouch premium tier vs. Analog lower-cost manual tier). Distribution is a dual channel: a direct enterprise field-sales team (with named Sales Specialists, a VP of Sales & Marketing, and regional Directors) supplemented by national distributors including Direct Supply, Medline, Care Purchasing Services, Medical Equipment Group, and rehabilitation-focused WebPT. Cardio equipment is offered both as first-party hardware and through integration partnerships with SciFit, Landice, and CyberCycle.

HUR USA differentiates on three axes: a patented pneumatic resistance architecture originating from university research, a domain focus on senior, rehabilitation, and inclusive fitness populations (with near-zero starting loads and wheelchair-accessible designs), and an outcomes-driven data loop that captures usage, balance metrics, and attendance to support operator reporting. The company carries ISO 13485 and ISO 9001 certifications, has installed in over 30 countries across five continents, and reports quantifiable customer outcomes such as a 75% increase in resident fitness center usage, ~55 hours/week of staff time savings through automation, and a 55% reduction in falls with strength and balance training. No funding rounds, acquisitions, or headcount disclosures are available, and revenue is not publicly reported.

Name

HUR USA

Legal name

HUR USA, Inc.

Website

https://hurusa.com

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

11–50 employees

Short description

HUR USA distributes pneumatic strength training equipment and a cloud-based SmartTouch RFID platform to US senior living communities, rehabilitation clinics, hospitals, and inclusive fitness facilities via direct enterprise sales and major healthcare distributors.

Ownership category

akta.pro rank

Product category

Fitness & Rehabilitation Equipment

SIC

Electromedical & Electrotherapeutic Apparatus (3845)

akta.pro primary industry

Smart Fitness & Training Devices (Connected Fitness Sensors, Smart Jump Ropes, etc.) (CRACAQAH)

akta.pro secondary industries

Assistive Technology, Adaptive Equipment & Home Exercise Program Training In-Home (HSABADAN), Smart Home & Assistive Technology Installation for Aging-in-Place (HSABAJAI), Online/Remote Personal Training & Programming (HSADAAAM)

Keywords

• Pneumatic strength training
• Senior living fitness equipment
• Rehabilitation exercise equipment
• Active aging wellness solutions
• Balance assessment systems

Headquarters

HQ city

Park Ridge

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Strength Training Equipment Sales: Sale of pneumatic strength training equipment including Premium Series (5000), Multi-Function Series (8000), and Accessible Series (9000). Available with SmartTouch or Analog technology options. Equipment can be purchased or leased.
2. Cardio Equipment Sales: SmartTouch Cardio line including treadmill (STC6700), recumbent bike (STC6200), recumbent elliptical (STC6500), upright bike (STC6300), and elliptical (STC6900). Fully integrated with SmartTouch ecosystem.
3. Installation & Training Services: Certified technician delivery, installation, and staff training services. Certified HUR technicians handle logistics and installation to ensure smooth go-live.
4. Wellness Program Management: Dedicated Program Manager services for ongoing program success including program goals, staffing, training, support, reporting, best practices, programs, education, and resident engagement strategies.
5. SmartTouch Software Platform: Cloud-based software for program management, automated tracking, and reporting. Higher initial price with software costs for cloud-based multi-site access.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels8 records

Core offering

HUR USA designs, manufactures (in Finland) and sells pneumatic (air-powered) strength training equipment, connected cardio equipment, and balance assessment systems for senior living communities, rehabilitation clinics, hospitals, and fitness facilities. The equipment is unified under the SmartTouch cloud-based software platform that uses RFID to automatically load personalized exercise programs, adjust seat heights, set resistance, and track progress in real time. The company also delivers end-to-end implementation services including equipment layout design, certified installation, staff training, and ongoing wellness program management via its 3-Phase Approach.

Product overview

HUR USA offers a comprehensive fitness and wellness equipment portfolio built around pneumatic (air-resistance) strength training technology. The product lineup consists of three distinct equipment series: the Premium Series (5000 Series) for general senior/rehabilitation populations, the Multi-Function Series (8000 Series) for space-constrained facilities, and the Accessible Series (9000 Series) designed for wheelchair users with near-zero starting loads. All equipment is available with either SmartTouch technology (cloud-based RFID-enabled platform with automated program loading and real-time tracking) or Analog technology (manual controls without software). The portfolio is unified under the SmartTouch ecosystem, which also encompasses the SmartBalance assessment and training system for fall prevention, the SmartTouch Cardio connected cardio equipment line (treadmill, recumbent bike, elliptical, upright bike), and the SmartCheck-In attendance tracking system. Cardio equipment integrates with third-party partners SciFit, Landice, and CyberCycle. HUR provides end-to-end services through its 3-Phase Approach to Wellness covering strategy, installation, and ongoing program optimization. Equipment is manufactured in Finland with over 10,000 installations across 30+ countries.

Differentiator

Problem solved

Functional benefit

Brands

• SmartTouch: Cloud-based, automated strength training system using RFID technology for automatic program loading, seat adjustment, and resistance setting with real-time tracking and reporting.
• SmartBalance
• SmartCheck-In

Products and services

• HUR Premium Series (5000 Series) Strength training equipment line built on pneumatic air-resistance technology, designed for senior living, rehabilitation, and inclusive wellness markets. Available with SmartTouch or Analog technology and offered in dual/single function configurations for various muscle groups, featuring a zero starting load.
• HUR Multi-Function Series (8000 Series) Space-efficient strength training equipment designed to train multiple muscle groups without moving from machine to machine. Includes Multi-Function 4X and 5X models plus pulley systems, with SmartTouch technology for automated program loading.
• HUR Accessible Series (9000 Series) Strength training equipment uniquely designed for wheelchair and non-wheelchair users with a zero starting load ideal for beginners and early rehabilitation. Available with SmartTouch or Analog technology; rollaway seats available separately for non-wheelchair user versatility.
• HUR Analog Equipment Manual pneumatic resistance equipment offering the same air-powered resistance and natural movement as SmartTouch machines with simple manual controls, a lower up-front cost, no ongoing software fees, and no login, setup, or staff oversight required.
• HUR SmartTouch Cloud-based automated strength training management platform that uses RFID wristband/card technology to automatically load personalized exercise programs, adjust seat heights, and set resistance levels. Tracks progress in real time and provides automated reporting for staff.
• HUR SmartBalance Data-driven balance assessment and training system that combines Romberg and Limits of Stability testing with interactive training programs. Provides objective balance data, fall risk identification using color-coded indicators (green/yellow/red), and progress tracking over time.
• HUR SmartTouch Cardio Connected cardio equipment line including treadmills, recumbent bikes, elliptical trainers, and upright bikes with integrated SmartTouch technology. Delivers personalized workouts, automatic data collection, and real-time performance tracking with preloaded programs (hill, ramp, HIIT, weight loss).
• HUR SmartTouch Treadmill STC6700 Maintenance-free deck and belt treadmill with smart user presence detection, integrated into the SmartTouch ecosystem for personalized workouts and automatic progress tracking.
• HUR SmartTouch Recumbent Bike STC6200 Recumbent bike with supportive seat offering comfortable cardio training, integrated into the SmartTouch ecosystem with personalized programming and automatic data collection.
• HUR SmartTouch Recumbent Elliptical STC6500 Recumbent elliptical combining seated comfort with fluid elliptical motion, integrated into the SmartTouch ecosystem for guided workouts and progress tracking.
• HUR SmartTouch Upright Bike STC6300 Upright bike with natural riding position integrated into the SmartTouch ecosystem for personalized cardio training and automatic data tracking.
• HUR SmartTouch Elliptical STC6900 Full-body low-impact elliptical workout machine integrated into the SmartTouch ecosystem with personalized settings and automatic performance tracking.
• HUR SmartCheck-In Digital attendance tracking system using wall-mounted or tabletop touchscreen kiosk with key fob scanning. Logs attendance instantly for fitness classes, personal training, and open gym hours with automatic data storage and participation reporting.
• HUR 3-Phase Approach to Wellness End-to-end wellness implementation methodology consisting of three phases: (1) Wellness Strategy, Layout & Design, (2) Installation & Go Live, and (3) Program Optimization. Includes consulting, equipment layout, staff training, and ongoing support services.

Quantifiable outcome

• 75% increase in resident fitness center usage
• +4 more outcomes

Named customers5 records

Segments6 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature7 records

Partnerships

Six partnerships are on record, tiered core.

• Care Purchasing ServicescoreChannel Partner/ Reseller/ DistributorNational distribution partner for HUR USA equipment serving senior living and healthcare markets in the United States.
• Direct SupplycoreChannel Partner/ Reseller/ DistributorLarge national distributor partner specializing in senior living and long-term care equipment procurement.
• Medical Equipment Group (MEQ)coreChannel Partner/ Reseller/ DistributorMedical equipment distribution partner serving healthcare facilities.
• MedlinecoreChannel Partner/ Reseller/ DistributorLarge-scale medical supply and equipment distributor partner.
• WebPTcoreChannel Partner/ Reseller/ DistributorRehabilitation-focused distribution partner and software platform integration for physical therapy markets.
• Global Universities and Research InstitutionscoreStrategic or Co-development PartnerOngoing collaboration with top universities, researchers, and specialists worldwide in physiology and biomechanics. Research is foundational to HUR brand name (Helsinki University Research).

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Keiser: Keiser is the most direct competitor to HUR — also a pneumatic/air-powered resistance strength equipment manufacturer serving commercial fitness, senior living, and rehabilitation markets globally. Their pneumatic strength lines, functional trainers, and connected cardio overlap almost completely with HUR's pneumatic + SmartTouch positioning.
• Cybex (Brunswick): Cybex manufactures strength and cardio equipment with a strong installed base in physical therapy, rehabilitation, and senior living facilities. They directly compete with HUR in the rehabilitation and senior fitness segment with medically certified strength equipment.
• Biodex Medical Systems: Biodex makes rehabilitation and physical therapy equipment including balance assessment systems and isokinetic strength testing devices used in the same PT/rehab facilities HUR targets. They compete on balance assessment (vs. SmartBalance) and on clinical strength equipment.
• Woodway: Woodway produces high-end commercial treadmills and specialty fitness equipment used in rehabilitation and senior fitness facilities. They partner/integrate with connected ecosystems and overlap with HUR in the medical-fitness and senior-living cardio segment.

Broad incumbents

• Life Fitness: Life Fitness is the dominant commercial fitness equipment manufacturer (strength + cardio) used across fitness clubs, senior living, and hotels. They serve the same senior living and rehabilitation buyers as HUR but with a much broader portfolio of traditional weight-stack equipment and growing senior-friendly offerings.
• Matrix Fitness: Matrix Fitness (Johnson Health Tech) sells commercial strength and cardio equipment to senior living, hotels, fitness clubs, and rehab facilities. Their broad portfolio and global footprint position them as a competitor HUR frequently displaces or loses against in senior living RFPs.
• Nautilus Inc. Nautilus commercial strength equipment (Nautilus, PearthFit, and commercial brands) is sold to senior living and fitness facilities. They overlap with HUR in providing accessible strength equipment for older adults and rehab populations, though with traditional weight-stack rather than pneumatic resistance.
• TechnoGym: TechnoGym is a global premium commercial fitness equipment vendor with a connected ecosystem (cloud-based mywellness) competing against HUR's SmartTouch platform in senior living and corporate wellness spaces.

Emerging players

• Tonal: Tonal is a connected strength training platform for home/fitness use with digital resistance and AI coaching. They don't directly target senior living, but they represent the emerging smart-strength direction HUR's SmartTouch product roadmap partially overlaps with.

Others

• Medline Industries: Medline is a major HUR distribution partner but also a broad-line medical supply distributor that increasingly bundles equipment, fall-prevention products, and resident wellness solutions to senior living and rehab customers — making them both an enabler and a potential competitive threat in wellness equipment distribution.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/hurusa
• YouTubeyoutube.com/channel/UC27mAIFiFwiwKbWPNwMWpLA?view_as=subscriber
• Facebookfacebook.com/HURStrength
• LinkedInlinkedin.com/company/hur-usa

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

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 HUR USA