Fitness

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

Published

11 months ago

April 3, 2025

Press Room

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

Nordictrack Ultra 1 treadmill

Courtesy of iFit

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.

“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.

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.

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.”

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.

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.

Fitness

Fitness Class Volume Tied to Exercise Intensity Perception

Published

2 hours ago

March 5, 2026

Press Room

Fitness Class Volume Tied to Exercise Intensity Perception

About The Study: In this comparative effectiveness study, reducing music volume in group fitness classes did not lead to meaningful reductions in perceived exertion and may reduce the risk of noise-induced hearing loss. These findings support implementing safer sound practices in fitness environments and underscore the need for increased awareness and education on hearing protection.

/Public Release. This material from the originating organization/author(s) might be of the point-in-time nature, and edited for clarity, style and length. Mirage.News does not take institutional positions or sides, and all views, positions, and conclusions expressed herein are solely those of the author(s).View in full here.

Fitness

Reward yourself by exercising regularly at One to One Fitness | CWRU Newsroom | Case Western Reserve University

Published

15 hours ago

March 5, 2026

Press Room

Reward yourself by exercising regularly at One to One Fitness | CWRU Newsroom | Case Western Reserve University

Now is the time to recommit to your health in time to feel your best for all your summer activities! One to One Fitness Center offers several ways to save in March.

Members of the Case Western Reserve University community can take advantage of sign-up specials designed to reward themselves for creating healthy habits.

Individuals can get 50% off the initiation fee (regularly $50 plus tax) and earn back what they do pay by exercising eight or more days in both April and May. Learn more online about this deal on initiation fees.

Students also can get additional savings:

Graduate students who are enrolled for the spring semester receive summer membership free.
With Spartan Shape Up memberships, affiliate students pay just $40 per month for membership from now through May, and no initiation fee or security deposit is required.
Students also can pay $44 plus tax per month with a month-to-month, ongoing plan. No initiation fee or security deposit required.

One to One Fitness Center, owned and operated by CWRU, is known for offering personal, professional, friendly and clean services. Memberships include full access to the 28,000-square-foot fitness center, group exercise classes, validated parking in Lot 53, towel and locker service, and member discounts on programs and services.

Members also can add their spouse or partner to their account for $30 plus tax per month. The center also offers personal training, Pilates Reformer, massage therapy and sound bath therapy, swim lessons, and more.

Visit the One to One Fitness Center website, email onetoone@case.edu or call 216.368.1121 for more information.

Fitness

A 3-Step Plan to Give Your Diet, Fitness Routine and Mindset a Reset for Spring

Published

1 day ago

March 4, 2026

Press Room

A 3-Step Plan to Give Your Diet, Fitness Routine and Mindset a Reset for Spring

To help you do this, we’ve tapped our Start TODAY experts for simple tips to lighten up meals, move in ways that boost metabolism and and refocus our mindset to get motivated to keep working toward your goals. Apply their strategies and finish the month feeling lighter, more energized and motivated to move forward. Here’s the plan to make it happen:

>>Download the 31-day calendar here

31-Day HIIT & Walking Challenge

This month’s workout plan is focused on short workouts that pack a punch. “HIIT workouts give you a bigger bang for your workout buck! They provide a more efficient workout because you’re alternating the pace and intensity rather than sticking to a steady, moderate pace,” says Mansour. “Changing things up with HIIT prevents boredom and keeps your muscles guessing. This is how we can get the body to change — whether that change is speeding up your metabolism, burning more calories, building muscle, losing weight, or just improving overall health — keeping your body guessing is the magic ticket to seeing results!”

Active recovery days include stretching to improve flexibility and walking for a cardiovascular workout that aids muscle recovery. When weather permits, Mansour encourages people to get outside on walking days. “Walking outdoors isn’t just a workout, it’s a chance to breathe in fresh air and get out of the house to change your environment,” she says. “Each time you go outside on a walk, even if you go on the same path, you’ll see or feel something different. Maybe it’s a change in weather, plants or flowers, people or things. Prioritizing taking your walk outside can hugely benefit your mental health. Getting out of your regular environment and into nature can be a form of meditation, too.”

Get the full 31-day workout plan with unique workouts sent to you daily — plus, walking podcasts, healthy spring recipes and mindfulness tools — in the Start TODAY app!

Start TODAY Spring Asparagus Pasta recipe — Lighten up comfort food favorites by adding seasonal ingredients, like in this Spring Asparagus Pasta.

3 Simple Spring Diet Tips

In addition to mixing up your workout routine, use spring as an opportunity to start lightening up your meals by packing them with seasonal ingredients. Start TODAY dietitian Natalie Rizzo shares her top tips:

Incorporate more seasonal foods. After a long winter of eating the same foods, your palate is ready for a change! Aim to add at least one spring fruit or vegetable to your meals each day, like asparagus, peas, spinach, radishes, citrus or strawberries. This Spring Asparagus Pasta is a simple weeknight dinner that feels both light and comforting. Seasonal produce is fresher, more flavorful, and an easy way to naturally boost vitamins and fiber. Plus, seasonal produce is more affordable than other items in the produce section.
Use fresh herbs to brighten up your dishes. Fresh herbs like basil, cilantro, parsley, mint, or dill can instantly upgrade simple meals without extra salt or heavy sauces. Sprinkle them on salads, roasted veggies, eggs, soups, or grain bowls for a burst of spring flavor. Cilantro is the perfect finish to this Mexican Stuffed Sweet Potato, while herbs are blended into cottage cheese in this Herby Cottage Cheese Toast with Tomato recipe for a pop of fresh flavor.
Shift from heavy comfort meals to balanced plates. As the weather warms up, it’s time to move away from heavy comfort foods and embrace lightened up spring dishes. Build plates with a mix of lean protein, whole grains or starchy veggies, and plenty of colorful produce. Think roasted veggie grain bowls, hearty salads like this BBQ Chicken Quinoa Salad, or simple stir-fries instead of creamy casseroles or heavy stews.

Start TODAY Mexican Stuffed Sweet Potato — A sprinkle of fresh cilantro is the perfect finish to this Mexican Stuffed Sweet Potato.

Spring Clean Your Mindset with This Mental Health Exercise

Yes, we are working to propel ourselves forward toward our health goals, but an important part of that process is slowing down and reflecting.

Getting permission not to rush in a world that feels like it’s moving faster than we can keep up is a reminder that most of us need.

Yasmine Cheyenne, start TODAY mindfulness expert

“Getting permission not to rush in a world that feels like it’s moving faster than we can keep up is a reminder that most of us need, but how often would we admit that?” says Cheyenne. “ When the to-do list feels long, and we’re trying to get everything done, we often say the opposite, disregarding how we feel, and push ourselves. Yes, we all have deadlines and things that need to be done. But we also need the reminder to take care while handling our responsibilities.”

This can be easier said than done. So Cheyenne offers up a simple exercise to help: Write down the words you need to hear each day to make yourself a priority and work toward your goals. Put them somewhere you see often, like your fridge or bathroom mirror, and recite them out loud daily.

“This is a perfect example of a reminder that seems small, but can come at the perfect time and help us care for ourselves,” she explains. “One of my favorite examples is: Take it slow and don’t rush, your nervous system deserves peace.”

“When you tell yourself the thing you’ve been needing to hear, it allows you to admit the quiet rumbling within you and take the steps you need. It might be admitting ‘I’m tired and will give myself an early night this week.’ Or you’re saying ‘I’m so proud of the way I’ve committed to moving my body everyday.’ Whether you’re cheering yourself on or reminding yourself of what you need, we don’t always slow down enough to hear what we need from ourselves, and this practice is a great way to start.”

Talking out loud to yourself may feel strange at first, but Cheyenne says over time it will help shift your mindset and translate those words into action. “When we hear ourselves recite these words, it’s like we’re planting positive seeds within us. The more we say what we need, the more we remember it, and we’re more likely to follow through and care for ourselves,” she says. “Our actions really start with the words we say to ourselves. Reading them out loud helps us rewire the way we talk to ourselves and that inner shift is exactly what opens the door to transformation.”

Join our live “Spring Reset Workshop” on March 22 to get one-on-one coaching from Yasmine Cheyenne and connect with other Start TODAY members. Sign up here!