Nordictrack Ultra 1 treadmill
NordicTrack is elevating bench in the home fitness devices market. It is introducing the NordicTrack Ultra 1 treadmill , the initial in a planned line of fitness gear that blends the efficiency anticipated from high-end workout devices with a layout inspired by luxury furniture, making it fit for the most elegantly equipped home and office.
It’ll establish you back $ 15, 000, but after that, it’s the Ferrari or Lamborghini-class treadmill in a sector controlled by online $ 2, 000 Chevy or Ford models everybody else is running on.
After introducing in the home fitness market 50 years earlier and outlasting every other brand name in the business, NordicTrack continues its category-defining objective. The Ultra 1 is so cutting edge that it was launched at the Art Basel Miami Coastline program in December, followed by its European introduction at the Paris Maison&& Objet home design and interiors fair.
“NordicTrack produced Ultra 1 to commemorate its 50 th wedding anniversary and to fill a space in the high-end market. It’s the perfect mix of kind and feature,” shared Kevin Duffy, chief executive officer of iFIT, NordicTrack’s moms and dad firm, in addition to the famously priced Pro-Form product line and Freemotion offering the commercial market.
Unlike other NordicTrack and various other iFIT items that are extensively dispersed worldwide and locally via Dicks Sporting Product, Ideal Buy, Amazon, Costco, Fitshop and others, the Ultra 1 will only be available directly from iFit. It is taking pre-orders currently before shipment beginning in May.
Remaining Ahead Of The Competition
There is something to be stated for a brand that has actually lasted longer than the competition in a home health and fitness market that has had its share of ups and downs over the years, most recently downs.
In the early days of the home health and fitness industry, it was all about the hardware with NordicTrack’s skier equipment among the very first that was followed by treadmills and cross fitness instructors.
After that the market was boosted by the digital revolution combining the equipment hardware with digital web content and online interactive training software program. It came in the nick of time for the pandemic lockdowns that maintained people out of the gym.
The Sports and Physical Fitness Industry Organization reports that in 2021 the home physical fitness industry published an impressive 16 % growth price that year as the rate of at-home exercises climbed from 24 % in 2019 to 36 % in 2021 The trend has actually continued to boost as at-home benefit won out, and electronic interaction replacemented for individual training.
However, after individuals furnished their home health clubs, the market swiftly settled back to its essentially typical 4 % growth rate, going from $ 11 2 billion in 2022 to $ 11 6 billion in 2023 , while the gamers geared up for proceeded heady growth.
BowFlex, formerly called Nautilus and likewise proprietor of Schwinn, filed for bankruptcy in early 2024 and was gotten by Johnson Health And Wellness Technology for $ 37 5 million in April in 2015.
In 2020, Lululemon made a major $ 500 million investment in Mirror fitness tool and digital app but couldn’t make it work. Lululemon shut if down in 2023 and selected Peloton as its interactive health and fitness partner.
And Peloton has actually had a rough trip too, dropping virtually 4 % to $ 2 7 billion in earnings in 2024 and down 6 % through the first 6 months of 2025
L Catterton Makes A Huge Wager
While iFIT is private and does not reveal economic results, it is backed by L Catterton , which spent $ 355 million in 2022 At the time of the financial investment, managing companion Marc Magliacano said the firm’s brands and iFIT integrated content system goes beyond “venues, networks, item groups and locations,” making it positioned “to win on a worldwide range.” Magliacano is now a participant of the iFIT board.
Kevin Duffy signed up with iFIT soon afterwards, replacing veteran CEO Scott Watterson that remains on the board. Duffy formerly was CEO of Noise United, a consumer technology company providing premium audio and home entertainment brand names.
His group consists of chief running policeman Matt Shrub, that formerly was with the Samsung Harman brand name, chief product police officer Keith Hartsfield, previously with iRobot, and primary membership policeman Jeremy McCarty entrusted with expanding the iFIT customer base. He refined his subscription bona fides in the cordless, telecom, and wise home markets.
Besides having a content library of over 10 k fitness and wellness programs, iFIT has actually additionally presented an AI Coach to supply even more customized exercises suited to a person’s physical fitness degree and goals. Plus the iFIT app supports customers without the firm’s equipment. And with AI, it’s equated its full web content library right into 10 various languages.
Playing To Win
The brand-new NordicTrack Ultra 1 loads a gap in the home fitness market that iFIT aims to control. “The fitness industry is loaded with a great deal of useful products,” Duffy described. “However there aren’t any type of products that you want to get out of the 3rd bedroom or garage. That was the motivation for the Ultra 1: to be both aesthetically attractive and incredibly functional.”
It’s crafted in timber and comes geared up with speakers and complete body followers to keep customers comfortable while navigating the online surface throughout exercises. For instance, you can virtually experience a Mt. Everest base camp run that instantly adapts to the inclines and declines on the route while delighting in the views.
“The controllers have actually been totally redesigned,” he proceeded. “They look like the throttle on a F 15 airplane.” And it comes with a commercial-quality health club deck that gives substantially less influence on the knees. It even invites you to workout with a sensor that slowly begins to glow as you come close to the maker.
I asked if an Ultra 1 customer can sell their old equipment to knock a bit off the $ 15, 000 cost, however if it catches the appropriate purchaser’s eye, they probably don’t require it. Nevertheless, they will certainly obtain full white glove shipment solution and their old treadmill can be eliminated for reusing if preferred.
“Our rebuying price is relatively high,” Duffy clarified, claiming that about 15 % of brand-new acquisitions originated from its existing client base, who desire an upgrade to brand-new equipment, “much like when Apple comes out with a brand-new apple iphone.”
Or the customer acquisitions a “free technique,” like the new Tour de France indoor bike , the very first and just formally licensed stationery bike that permits customers to practically ride alongside some of the world’s leading bikers while appreciating the tour’s French country landscapes.
Staying Out Front
After NordicTrack’s 50 years as a sector leader and with iFIT behind it, the business maintains making kudos. It was just named as one of the most cutting-edge physical fitness and health companies of 2025 by Athletech News
And it remains to innovate by crossing over into the pc gaming sector in collaboration with Ergatta to make cardio exercises on rowers, treadmills and bikes “feel even more like playing than working out.”
Aiming to the future, Duffy sees AI as being the ultimate game changer as people take control of their health and wellness journey. “The connected health and fitness, wellness and health industry is probably the very best market to be in over the next 10 years. Just consider the Consumer Electronics Show where many self-monitoring health devices were featured. That gives people the details required to be aggressive concerning health and wellness instead of responsive as in the past.
“And within the health and health ecological community with a lot of verticals, such as nourishment and rest, physical fitness is the most important. Being in advance in AI for health and fitness is among our one-of-a-kind benefits,” he concluded.
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