FreeMotion Fitness

What FreeMotion Fitness does

FreeMotion Fitness designs, manufactures, and sells smart, connected commercial fitness equipment to health clubs, hotels, corporate wellness centers, sports performance facilities, golf and country clubs, and Pilates studios. The company's product portfolio spans cardio (treadmills with REFLEX cushioning, incline trainers reaching 30% incline, ellipticals, indoor bikes, rowers, recumbent bikes), strength (GENESIS cable-based and GENESIS DS dual-station systems, EPIC selectorized and plate-loaded machines, free weights, racks, FitRig), and Pilates reformers (Ultra Series with enclosed spring safety systems). At the center of the offering is the iFIT connected fitness platform, integrated directly into equipment via 24-inch HD touchscreens, delivering 10,000+ coach-led workouts, automatic equipment adjustment, real-time biometric tracking, and multi-language support across 10+ languages.

FreeMotion operates as a division of iFIT, Inc., which is owned by ICON Health & Fitness. Revenue is generated through quote-based commercial equipment sales, iFIT subscription services, commercial installation and white-glove support, and multi-year leasing/financing programs. The company employs a direct enterprise sales model with Territory Managers, Regional Directors (Europe, Latin America, UK), and National Accounts Managers, supplemented by an international distributor network. The customer base spans flagship enterprise accounts (Crunch Fitness 550+ locations, Arcis Golf 70+ courses, U.S. Ski & Snowboard, The William Vale, Soho Works, Funko) and mid-market operators across multiple verticals. Founded in 1999 and headquartered in Logan, Utah, FreeMotion sells into 100+ countries and leverages the iFIT platform's 6M+ user base for content and data scale.

Name

FreeMotion Fitness

Legal name

FreeMotion Fitness (iFIT, Inc.)

Website

https://freemotionfitness.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

101–250 employees

Short description

FreeMotion Fitness designs and sells connected commercial fitness equipment, including cardio, strength, and Pilates reformer products, integrated with the iFIT platform, serving health clubs, hotels, corporate wellness, sports performance, and golf facilities across 100+ countries.

Ownership category

akta.pro rank

Product category

Commercial Fitness Equipment

NAICS

Sporting and Athletic Goods Manufacturing (33992)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Fitness Equipment & Performance Accessories Retail (CRAMABAD)

akta.pro secondary industries

Cardio Equipment Retail (Treadmills, Bikes, Rowers, Ellipticals) (CRAMADAA), Strength Training Equipment Retail (Racks, Benches, Barbells, Plates) (CRAMADAB), Yoga, Pilates & Mind-Body Accessories Retail (Mats, Blocks, Reformers, Rings) (CRAMADAE), Fitness, Exercise & Gym Equipment Distribution (CRAOAJAG)

Keywords

• Commercial fitness equipment
• Connected fitness platform
• Strength training machines
• Pilates reformer equipment
• Cardio machines

Headquarters

HQ city

Logan

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Commercial Fitness Equipment Sales: Sale of smart, connected commercial fitness equipment (treadmills, ellipticals, bikes, strength machines, Pilates reformers) to health clubs, hotels, corporate gyms, and other commercial facilities. Equipment is built for daily commercial use with integrated iFIT technology.
2. iFIT Subscription Services: iFIT workout subscription integrated into equipment. Members access 10,000+ workouts including cardio, strength, HIIT, yoga, Pilates, and recovery. Supports 10+ languages including Spanish, French, German, Italian, Mandarin, Russian, Portuguese.
3. Commercial Installation & Support Services: White-glove installation and delivery from delivery to commissioning. Preventative maintenance programs. Product warranty with extended coverage options.
4. Commercial Leasing & Financing: Flexible financing options and multi-year leasing programs designed to keep facilities moving without upfront cost.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

FreeMotion Fitness manufactures and sells smart, connected commercial fitness equipment for daily commercial use, including cardio machines (treadmills, ellipticals, incline trainers, indoor bikes, rowers, recumbent bikes), strength machines (cable-based, selectorized, plate-loaded, free weights, racks), and commercial Pilates reformers. All equipment is integrated with the iFIT connected fitness platform, offering 10,000+ coach-led workouts, automatic resistance adjustment, real-time biometric tracking, and multi-language support for facilities such as health clubs, hotels, corporate gyms, sports performance centers, and golf/country clubs.

Product overview

FreeMotion Fitness is a commercial fitness equipment manufacturer offering a comprehensive portfolio of connected fitness solutions. The product ecosystem spans Cardio Machines (treadmills, ellipticals, indoor bikes, incline trainers, rowers, stationary bikes), Strength Machines (GENESIS cable-based systems, GENESIS DS dual stations, EPIC Selectorized, EPIC Plate Loaded, Free Weights, Racks, FitRig), and Pilates Reformers (Ultra Series). Central to the offering is the iFIT connected fitness platform, which integrates directly with all equipment to deliver 10,000+ guided workouts with automatic resistance adjustment, real-time performance tracking, and multi-language support. The 24 Series represents the latest cardio equipment generation with smarter technology and deeper integration. Products are designed for daily commercial use across diverse facility types including health clubs, hotels, corporate wellness centers, sports performance facilities, and educational institutions.

Differentiator

Problem solved

Functional benefit

Products and services

• Cardio Machines Smart, connected cardio equipment including treadmills, ellipticals, indoor bikes, incline trainers, rowers, and recumbent bikes built for daily commercial use.
• Strength Machines Commercial-grade strength training equipment including cable-based machines, selectorized equipment, plate-loaded machines, free weights, racks, and functional training stations.
• Pilates Reformer Equipment Commercial Pilates reformers including the Ultra Series with enclosed spring safety systems, integrated touchscreens, and iFIT connectivity for guided workouts.
• iFIT Connected Fitness Platform Connected fitness platform integrated into Freemotion equipment, offering 10,000+ workouts, automatic resistance adjustment, real-time performance tracking, and multi-language support for cardio, strength, HIIT, and recovery.
• Ultra 1 Reformer Connected Ultra Series Pilates reformer with 24-inch HD touchscreen, Smart Spine biometric tracking, push-button resistance (22-99 lbs), enclosed spring safety system, and iFIT integration.
• Ultra 1 Reform RX-S Commercial Pilates reformer with enclosed spring system, Infinity Footbar (7 lock points), rear poggles, 24-inch HD touchscreen, Smart Spine tracking (watts, force, velocity), and Bluetooth connectivity.
• Ultra 1 Reform RX Commercial reformer with 24-inch full color touch display, push-button resistance, 300+ workouts, and enclosed spring system for safety.
• Ultra 1 Treadmill Premium treadmill with 24-inch HD touchscreen, -3% to +15% incline range, throttle controls, automatic cooling fans, wireless charging, and immersive iFIT workouts filmed worldwide.
• t10.9b Reflex Treadmill Commercial treadmill with simplified user interface, 1-STEP controls, preset workout programs including Army, Navy, USMC, USAF, WFI, Bruce, Gerkin, PEB fitness tests.
• t24 Reflex Treadmill 24 Series connected treadmill with 0-15% incline, 1-STEP controls system, and iFIT integration for immersive global workouts.
• i24 Incline Trainer 24 Series incline trainer with 24-inch HD touchscreen, -3% to +30% incline range, and 1-STEP controls system for versatile cardio training.
• b24 CoachBike 24 Series indoor cycling bike with adjustable 24-inch HD touchscreen, -10% to +20% incline, on-handle controls, and iFIT integration.
• r24 Recumbent Bike 24 Series recumbent bike with on-handle controls and thousands of iFIT workouts for low-impact cardio training.
• r8 Rower Light commercial rower with pivoting 24-inch touchscreen, 26 levels of digital resistance, Silent Magnetic Resistance, SmartAdjust personalization, and iFIT connectivity.
• CoachBike Indoor Bike Road-simulating indoor cycling bike with iFIT integration and personal training experience.
• GENESIS Strength Line Cable-based strength training line including Dual Cable Cross and functional training machines designed for commercial fitness facilities.
• GENESIS DS Dual Station Dual-station cable strength equipment enabling two users simultaneously with versatile training options.
• EPIC Selectorized Strength Equipment Commercial selectorized strength equipment for guided resistance training with proper form.
• EPIC Plate Loaded Strength Equipment Commercial plate-loaded strength machines for free-weight style training experience.
• Free Weights Traditional free weight equipment including dumbbells, barbells, and benches for strength training.
• Racks Power racks and squat racks for compound strength training exercises.
• FitRig Functional Training Functional training stations and rigs for versatile workout configurations.
• Incline Trainer Line Commercial incline trainers reaching up to 30% incline for walking and running workouts that mimic uphill terrain.
• Commercial Installation and Support Services White-glove installation and delivery from delivery to commissioning, preventative maintenance programs, and product warranty with extended coverage options for commercial facilities.
• Commercial Leasing and Financing Flexible financing options and multi-year leasing programs designed to make commercial fitness equipment accessible without upfront capital cost.
• Ellipticals Commercial elliptical machines for low-impact cardio training with connected fitness features.
• Stationary Bikes Commercial upright stationary bikes for cardio training with iFIT integration.

Quantifiable outcome

• 30% increase in facility usage
• +5 more outcomes

Named customers12 records

Segments10 records

Ideal customer profiles8 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

AI capability9 records

Feature8 records

Partnerships

Eight partnerships are on record, tiered core and flagship.

• EGYMcoreTechnology or Integration · 20 March 2026Integration of Freemotion and NordicTrack cardio equipment into the EGYM ecosystem. EGYM is a global leader in smart fitness and health technology. Launching March 2026, this best-in-class cardio integration connects iFIT portfolio brands with EGYM's smart fitness ecosystem.
• Crunch FitnessflagshipChannel Partner/ Reseller/ Distributor · 20 March 2026Freemotion is now an approved global vendor for Crunch Fitness, a leading high-value, low-price gym with over 550 locations and over 3.5 million members. Partnership enables standardized equipment across Crunch locations worldwide.
• Arcis GolfflagshipStrategic or Co-development Partner · 20 March 2026iFIT and Arcis Golf expanded their partnership to deliver exclusive golf-fitness content and equipment nationwide. Arcis Golf is the second-largest private golf owner and operator in the U.S. with over 70 courses. Partnership includes Freemotion equipment and iFIT subscription access.
• iFITcoreStrategic or Co-development PartneriFIT is the parent company and integrated technology platform for Freemotion. All Freemotion equipment is connected to iFIT's workout streaming platform with 10,000+ workouts. Freemotion is a division of iFIT, Inc. headquartered in Logan, Utah.
• Soho WorkscoreStrategic or Co-development PartnerGlobal network of collaborative workspaces integrating Freemotion and NordicTrack equipment with iFIT subscription into their member fitness spaces. iFIT Inc. partnership creates exclusive fitness experience for co-working members in their spaces.
• NordicTrackcoreTechnology or IntegrationSister brand under iFIT, Inc. NordicTrack equipment like the Ultra 1 Reformer and Ultra 1 Treadmill is sold through Freemotion. Products share iFIT technology platform and integrated content ecosystem.
• ICON Health & FitnesscoreStrategic or Co-development PartnerParent company of Freemotion. ICON Health & Fitness is a global health and fitness leader and owner of iFIT, NordicTrack, ProForm, Freemotion, and other fitness brands. 43-year-old company with products present in 116 countries.
• U.S. Ski & SnowboardflagshipStrategic or Co-development PartnerPartnership for complete gym redesign at USANA Centre of Excellence supporting 250 elite athletes and staff. Late 2023 partnership includes Freemotion and NordicTrack equipment with iFIT content.

Scale indicators12 records

Recent moves6 records

Expansion highlights7 records

Emerging players

• EGYM: EGYM is a smart-fitness technology platform integrating with commercial cardio equipment in 18,000+ facilities. Now a direct FreeMotion technology integration partner (March 2026), it both complements and competes with FreeMotion's connected content positioning.

Direct peers

• Woodway: Woodway specializes in premium commercial treadmills and curved cardio equipment used by health clubs, sports performance centers, and elite training facilities. It competes with FreeMotion's treadmill and cardio lines on premium commercial durability.
• Keiser: Keiser is known for pneumatic functional training equipment and commercial-grade indoor cycles used in health clubs and studios. It competes with FreeMotion's cable-based strength equipment and indoor cycling lines in commercial fitness.
• Matrix Fitness: Matrix Fitness (Johnson Health Tech) is a global commercial fitness equipment brand offering cardio, strength, and connected solutions targeting health clubs and hospitality. It competes with FreeMotion in similar commercial channels and price tiers.
• Cybex International: Cybex (Brunswick) manufactures premium commercial strength and cardio equipment with a strong presence in health clubs and sports performance facilities. It overlaps directly with FreeMotion's strength and cardio product lines for commercial buyers.
• Life Fitness: Life Fitness is one of the largest commercial fitness equipment manufacturers globally, with deep relationships across health clubs, hotels, and corporate facilities. It competes head-to-head with FreeMotion in cardio and strength equipment sold to commercial operators.
• Technogym: Technogym is a global manufacturer of premium commercial and home fitness equipment with an integrated digital content platform. It is the most direct competitor to FreeMotion across cardio, strength, and connected fitness in commercial facilities worldwide.
• Star Trac: Star Trac (Core Health & Fitness) manufactures commercial cardio and strength equipment with broad distribution across health clubs and hospitality. It competes with FreeMotion on commercial cardio equipment selection and pricing.
• Precor: Precor (owned by Peloton) manufactures commercial cardio and strength equipment with a connected fitness ecosystem. Its commercial product line competes directly with FreeMotion in health clubs, hospitality, and corporate wellness segments.

Broad incumbents

• Peloton Commercial: Peloton's commercial division offers connected cardio and recently acquired Precor. As a broad incumbent in connected commercial fitness, it competes with FreeMotion in premium commercial segments while also sharing the connected content ecosystem angle.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@FreemotionFitness
• Facebookfacebook.com/freemotion-fitness-174987573201
• LinkedInlinkedin.com/company/freemotion-fitness
• Instagraminstagram.com/freemotionfitness
• Xx.com/freemotionfit

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 FreeMotion Fitness