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NordicTrack Rolls 50 Years Of Exercise Technology Into An Ultra-Luxury Fitness Product Line

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NordicTrack Rolls 50 Years Of Exercise Technology Into An Ultra-Luxury Fitness Product Line

NordicTrack is raising the bar in the home fitness equipment market. It is introducing the NordicTrack Ultra 1 treadmill, the first in a planned line of fitness gear that blends the performance expected from high-end exercise equipment with a design inspired by luxury furniture, making it fit for the most elegantly furnished home and office.

It’ll set you back $15,000, but then, it’s the Ferrari or Lamborghini-class treadmill in an industry dominated by virtual $2,000 Chevy or Ford models everyone else is running on.

After pioneering in the home fitness industry 50 years ago and outlasting every other brand in the business, NordicTrack continues its category-defining mission. The Ultra 1 is so revolutionary that it was launched at the Art Basel Miami Beach show in December, followed by its European introduction at the Paris Maison&Objet home decor and interiors fair.

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“NordicTrack created Ultra 1 to celebrate its 50th anniversary and to fill a void in the high-end market. It’s the perfect combination of form and function,” shared Kevin Duffy, CEO of iFIT, NordicTrack’s parent company, along with the popularly priced Pro-Form product line and Freemotion serving the commercial market.

Unlike other NordicTrack and other iFIT products that are widely distributed internationally and domestically through Dicks Sporting Goods, Best Buy, Amazon, Costco, Fitshop and others, the Ultra 1 will only be available directly from iFit. It is taking pre-orders now in advance of shipment starting in May.

Staying Ahead Of The Competition

There is something to be said for a brand that has outlasted the competition in a home fitness market that has had its share of ups and downs over the years, most recently downs.

In the early days of the home fitness industry, it was all about the hardware with NordicTrack’s skier machine one of the first that was followed by treadmills and cross trainers.

Then the industry was bolstered by the digital revolution combining the equipment hardware with digital content and virtual interactive training software. It came just in time for the pandemic lockdowns that kept people out of the gym.

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The Sports and Fitness Industry Association reports that in 2021 the home fitness industry posted a remarkable 16% growth rate that year as the rate of at-home workouts rose from 24% in 2019 to 36% in 2021. The trend has continued to increase as at-home convenience won out, and digital engagement substituted for personal training.

However, after people equipped their home gyms, the industry quickly settled back to its more or less usual 4% growth rate, going from $11.2 billion in 2022 to $11.6 billion in 2023, while the players geared up for continued heady growth.

BowFlex, formerly known as Nautilus and also owner of Schwinn, filed for bankruptcy in early 2024 and was acquired by Johnson Health Tech for $37.5 million in April last year.

In 2020, Lululemon made a major $500 million investment in Mirror fitness device and digital app but couldn’t make it work. Lululemon shut if down in 2023 and went with Peloton as its interactive fitness partner.

And Peloton has had a rough ride too, dropping nearly 4% to $2.7 billion in revenues in 2024 and down 6% through the first six months of fiscal year 2025.

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L Catterton Makes A Big Bet

While iFIT is private and doesn’t reveal financial results, it is backed by L Catterton, which invested $355 million in 2022. At the time of the investment, managing partner Marc Magliacano said the company’s brands and iFIT integrated content platform transcends “venues, channels, product categories and geographies,” making it positioned “to win on a global scale.” Magliacano is now a member of the iFIT board.

Kevin Duffy joined iFIT shortly thereafter, taking over from long-time CEO Sam Waterson who remains on the board. Duffy previously was CEO of Sound United, a consumer technology company offering premium audio and home entertainment brands.

His team includes chief operating officer Matt Bush, who previously was with the Samsung Harman brand, chief product officer Keith Hartsfield, formerly with iRobot, and chief subscription officer Jeremy McCarty tasked with growing the iFIT subscriber base. He honed his subscription bona fides in the wireless, telecom, and smart home industries.

Besides having a content library of over 10k fitness and wellness courses, iFIT has also introduced an AI Coach to provide more personalized workouts suited to an individual’s fitness level and goals. Plus the iFIT app supports users without the company’s hardware. And through AI, it’s translated its full content library into ten different languages.

Playing To Win

The new NordicTrack Ultra 1 fills a void in the home fitness market that iFIT aims to dominate. “The fitness industry is filled with a lot of functional products,” Duffy explained. “But there aren’t any products that you want to take out out of the third bedroom or garage. That was the inspiration for the Ultra 1: to be both aesthetically beautiful and super functional.”

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It’s crafted in wood and comes equipped with speakers and full body fans to keep users comfortable while navigating the virtual terrain during workouts. For example, you can virtually experience a Mt. Everest base camp run that automatically adjusts to the inclines and declines on the trail while enjoying the scenery.

“The controllers have been completely redesigned,” he continued. “They look like the throttle on a F15 airplane.” And it comes with a commercial-quality gym deck that provides significantly less impact on the knees. It even invites you to workout with a sensor that slowly begins to glow as you approach the machine.

I asked if an Ultra 1 customer could trade in their old equipment to knock a bit off the $15,000 price tag, but if it catches the right buyer’s eye, they probably don’t need it. However, they will get full white glove delivery service and their old treadmill can be taken away for recycling if desired.

“Our rebuying rate is relatively high,” Duffy explained, saying that about 15% of new purchases come from its existing client base, who want an upgrade to new equipment, “much like when Apple comes out with a new iPhone.”

Or the customer purchases a “complimentary modality,” like the new Tour de France indoor bike, the first and only officially licensed stationery bike that allows users to virtually ride alongside some of the world’s leading cyclists while enjoying the tour’s French country landscapes.

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Staying Out Front

After NordicTrack’s 50 years as an industry leader and with iFIT behind it, the company keeps earning kudos. It was just named as one of the most innovative fitness and wellness companies of 2025 by Athletech News.

And it continues to innovate by crossing over into the gaming industry in partnership with Ergatta to make cardio workouts on rowers, treadmills and bikes “feel more like playing than exercising.”

Looking to the future, Duffy sees AI as being the ultimate game changer as people take control of their health and wellness journey. “The connected fitness, health and wellness industry is probably the best market to be in over the next ten years. Just look at the Consumer Electronics Show where so many self-monitoring health devices were featured. That gives people the information needed to be proactive about health rather than reactive as in the past.

“And within the health and wellness ecosystem with a lot of verticals, such as nutrition and sleep, fitness is the most crucial. Being ahead in AI for fitness is one of our unique advantages,” he concluded.

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“Forget living longer, exercise can make life easier right now”—a 72-year-old fitness influencer and marathon runner shares two accessible ways to start moving

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“Forget living longer, exercise can make life easier right now”—a 72-year-old fitness influencer and marathon runner shares two accessible ways to start moving

Retirement is often a time when people slow down, but in Christine Hobson’s case, she’s speeding up. When her daughter persuaded her to join a running club so she wouldn’t get bored, she had no idea she’d get the fitness bug and run 125 marathons in total, visiting all seven continents.

And the 72-year-old former teacher has plans to run the North Pole marathon in 2027.

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Why 21-15-9 Might be the Smartest Workout Format in Fitness – and How to Use it to Drive Muscle Growth

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Why 21-15-9 Might be the Smartest Workout Format in Fitness – and How to Use it to Drive Muscle Growth

CrossFit means a lot of things to a lot of people – because it’s made up of a lot of things.

Since the rise of the fitness giant, countless brands, events and training methods have sprung up around it – not claiming to be CrossFit, but looking suspiciously CrossFit-esque.

There are, however, a handful of things that are uniquely CrossFit: the ‘Girls’ benchmark workouts. The Hero WODs and, of course, its signature rep schemes.

Chief among them is ’21-15-9′.

The 21-15-9 rep scheme may just be the single most CrossFit thing in existence. But what exactly is it? Where did it come from? And why might it actually be better at building muscle in a hurry than its conditioning roots would have you believe?

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Let’s have a look.

What Is 21-15-9?

If you’ve never encountered it before, the format couldn’t be simpler. Choose two exercises (occasionally more) and perform 21 reps of each, then 15 reps of each, then nine reps of each, completing the entire workout as quickly as possible – with good form.

Probably the best-known example is ‘Fran’: 21 thrusters and pull-ups, followed by 15 of each, then nine. On paper it doesn’t look especially intimidating. In practice, it’s one of the most feared benchmark workouts in fitness.

Where Did it Come From?

Unlike many modern training methods, 21-15-9 didn’t come out of a study. It came from the gym floor.

CrossFit founder Greg Glassman has explained that the format emerged through years of coaching and experimentation in the 1990s. Rather than chasing a perfect sets-and-reps prescription, he was looking for a workout that allowed athletes to maintain a high power output from start to finish.

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The thinking is surprisingly elegant. You begin with 21 reps while fresh. By the time you reach the set of 15, your ability to produce force has already fallen. By the final nine, you’re significantly more fatigued – but the workload has dropped by almost the same amount.

Instead of grinding through increasingly miserable sets of the same length, the workout ‘meets you where you are’, reducing the work required as your capacity declines. The result is a workout that encourages you to keep moving instead of standing around trying to recover.

The numbers themselves are also remarkably practical. Forty-five total reps per movement provides plenty of training volume without turning the session into an endurance slog, while every set divides neatly into thirds if you need to break it up.

(Although I’ve got to be honest, I’m a 20-15-10-5 man myself, just for the sake of round numbers.)

Why Does it Work So Well?

Although there isn’t research showing that 21-15-9 is somehow the magic formula, there are obvious reasons why it consistently produces brutally effective workouts.

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Descending reps help maintain intensity. As fatigue accumulates, reducing the target allows movement quality, bar speed and overall work rate to stay higher than they would if you simply repeated the same number of reps over and over.

It also tends to land in a physiological sweet spot. Most 21-15-9 workouts take between three and eight minutes, depending on the movements and the athlete. That’s long enough to create a serious cardiovascular challenge while still requiring meaningful force production throughout. You’re taxing your anaerobic systems hard while relying on your aerobic system to help you recover just enough to keep going.

Finally, there’s the psychological trick. The hardest-looking part comes first. Once you’ve survived the opening 21, every remaining round appears more manageable. ‘Only 15 left.’ Then, ‘Just nine.’ In reality, you’re becoming more fatigued with every rep, but the shrinking target keeps you attacking the workout instead of pacing too conservatively.

Why it Might be Surprisingly Good for Building Muscle

Perhaps the biggest misconception about 21-15-9 is that it’s ‘just cardio with weights’.

Choose the right load and something interesting happens. Very few athletes complete every round unbroken. Instead, the workout naturally evolves into a series of short, broken sets separated by only a few seconds of rest.

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Your 21 might become 11-5-5. Your 15 becomes 8-4-3. Your final nine might stay unbroken – or become 5-4.

In effect, you’ve accidentally turned the workout into a form of rest-pause training.

Those brief pauses allow just enough recovery to squeeze out more high-quality repetitions before fatigue catches up again. By the latter stages of each mini-set, you’re repeatedly working very close to failure, recruiting the high-threshold motor units with the greatest potential for muscle growth.

It’s a similar principle to rest-pause training, myo-reps and cluster sets: all methods used to accumulate hypertrophy-friendly volume while keeping the load relatively heavy and the rest periods brutally short.

You’re basically speed-running a large number of hard, growth-stimulating reps in a very small window of time. Could this help explain why elite CrossFit athletes often carry an impressive amount of muscle despite spending relatively little time performing traditional bodybuilding splits?

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It’s certainly plausible, although the ‘elite’ part often selects for athletes with the greatest muscle-building potential.

Much of their training isn’t simply conditioning. It’s high-density resistance training performed under accumulating fatigue, with only fleeting recovery between efforts. In other words, they’re often doing something bodybuilders have deliberately programmed for decades: packing a lot of hard work into a very short period of time.

That’s not to say 21-15-9 is superior to a well-designed hypertrophy programme. If your sole goal is building muscle, there are more efficient ways to do it.

But if you’re looking for a workout that develops fitness, tests your mettle and still provides a meaningful stimulus for strength and size, it’s easy to see why this deceptively simple rep scheme has remained one of CrossFit’s defining fingerprints for more than 20 years.

Best Bodyweight 21-15-9 Workout: ‘JT’

If you’re looking for an interesting twist on the 21-15-9 format, look no further than Hero WOD ‘JT’, which concentrates the muscle-building potential of the format into a brutal upper-body workout.

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Created in honour of Petty Officer 1st Class Jeff Taylor, who was killed in Afghanistan in 2006, the workout strips away barbells altogether and relies solely on three bodyweight movements:

21-15-9 reps of:

Don’t let the lack of equipment fool you. The volume – 45 reps of each movement, 135 reps in total – combined with the descending rep scheme makes this a brutal upper-body test, hammering the shoulders, chest and triceps while demanding serious muscular endurance.

Better still, it perfectly demonstrates one of the biggest strengths of 21-15-9. As fatigue mounts and the sets naturally fragment, the workout begins to resemble one giant rest-pause set, allowing you to accumulate a huge number of hard, near-failure reps in less than 10 minutes.

If your goal is building an impressive upper body while developing serious work capacity, there are few bodyweight workouts that deliver quite so much bang for your buck, making ‘JT’ one of my personal favourites.

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If there’s one thing Kori Sampson knows, it’s how to optimise your body composition for performance. To tap into his knowledge as an elite athlete and coach, we asked him to create a 4-week plan to help you move faster, recover quicker and keep pushing when the fatigue sets in – all while improving your muscle-to-fat ratio.

Ready to build muscle, burn fat and come out the other side looking, feeling and performing better? Click here to get 14 days of free access to the plan via the Men’s Health app.


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10 minutes of swimming might not sound worth it – but I tried it for 2 weeks and found the benefits of a quick dip

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10 minutes of swimming might not sound worth it – but I tried it for 2 weeks and found the benefits of a quick dip

The concept of ‘exercise snacking’ has never been more popular. Not only is it convenient and accessible, but there is solid scientific evidence that short bursts of physical activity can yield real benefits for our health. But can a swimming workout be an effective ‘exercise snack’?

A study published in the European Heart Journal found that just 15 to 20 minutes of vigorous physical activity a week (almost as low as two minutes a day) was enough to significantly lower the risk of heart disease, cancer and early death. The study defined vigorous activity as any exercise that leaves you out of breath and raises your heart rate, including swimming.

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