Experience Fitness Like Never Before in Hardware Brand iFIT Campaign

iFIT, a global leader in connected fitness hardware, software and subscription content, today announced two new brand campaigns, 'World of Intelligent Fitness' and 'Incredible Machines,' to highlight iFIT and NordicTrack, respectively. The campaigns underscore the brands’ unique value proposition, new direction and mission to create the world's most effective fitness platform under the leadership of CEO Kevin Duffy. Created by award-winning agency AKQA, the fully integrated campaigns infuse new meaning to iFIT as a pioneer of intelligent fitness, and redefine NordicTrack’s experience and future as an innovator of incredible machines.

Like the brands themselves, the two creative campaigns work in tandem to provide a truly integrated fitness experience, seamlessly connecting the company’s proprietary software, experiential content and interactive hardware. NordicTrack and iFIT are both purposefully designed to assist users to reach their fitness goals and unlock their full potential as illustrated in the campaigns, together providing an unparalleled connected fitness experience that is results-oriented, habit-forming and expert-led. 

“We are exceptionally proud of our heritage as the inventor of world-class at-home and connected fitness equipment. Since our founding nearly 50 years ago we have continued to innovate and improve our offering in service of the athlete and anyone who wants to improve their life via a holistic and intelligent approach to fitness,” said Kevin Duffy, CEO of iFIT. “Today, we are thrilled to bring to life new direction through these two campaigns. The campaigns underscore how our incredible machines and intelligent fitness enable people to achieve more by maximising their potential through personalised technology and inspirational programming unlike anything else on the market.” 

iFIT = Intelligent Fitness

The World of Intelligent Fitness showcases how the immersive and simple iFIT experience is so effective by combining inspiring expert content that’s personalised to you, with intelligent technologies that are seamlessly integrated into the largest variety of premium equipment across the NordicTrack, ProForm and Freemotion ranges. 

Showcasing some of the brand’s world-class immersive outdoor content, the campaign also highlights iFIT’s proprietary intelligent SmartAdjust and ActivePulse technologies that are integrated into the equipment. These technologies work automatically and intelligently to adjust the intensity of the workout based on the user’s target heart rate to ensure users stay motivated and engaged through their entire fitness experience. 

iFIT is continuing to build its intelligent fitness platform with the forthcoming debut of its new AI Coach in January 2024. iFIT will launch its virtual AI Coach in beta as it develops and tests its Artificial Intelligence to help members accomplish their goals by delivering personalized and adaptive training. 

NordicTrack = Incredible Machines 

The NordicTrack campaign plays off the company’s experience over the last 50 years of building incredible machines that make it the #1 best-selling treadmill in the US (based on US Dollar Share according to TraQline Data). The campaign is based on the belief that humans are the world's most advanced machines, and draws a parallel with the incredible NordicTrack equipment that helps people live better and healthier lives by adapting to you, the world’s most incredible machine. The powerful spot shows people being actively coached to perform incredible feats through the potent combination of motivational content and intelligent technology. 

The spots were developed by AKQA’s San Francisco studio. John Gordon, group creative director at AKQA said, "We are honoured to create the two new campaigns that celebrate the incredible experience and world-class technology of NordicTrack and iFIT. It was inspiring to craft these stories based on the incredible way they combine their technology, incredible content, and expert guidance. We developed a comprehensive campaign toolkit that helps iFIT and NordicTrack extend the campaign with their internal teams and channel partners. We hope this work inspires people to start their own fitness journeys, and are looking forward to continuing to develop this campaign with the iFIT and NordicTrack teams.”

The campaigns are fully integrated across iFIT and NordicTrack’s own channels, and the campaign of 30 second TV spots will begin airing today in domestic and international markets. The campaign extends beyond television to digital and social, with additional marketing support at select retail partners.