Fitness
NordicTrack Rolls 50 Years Of Exercise Technology Into An Ultra-Luxury Fitness Product Line
Nordictrack Ultra 1 treadmill
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.
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Fitness
Fitness coach debunks 8 ‘crazy’ exercise myths women still believe: From periods and workouts to weightlifting
Despite growing awareness around fitness and women’s health, several outdated exercise myths continue to persist. From misconceptions about strength training to beliefs surrounding periods, pregnancy and weight loss, many women still receive advice that isn’t backed by science. These myths can not only slow progress but also discourage women from prioritising their health and fitness. (Also read: Can eating too much protein be harmful? Experts explain why excess intake may do more harm than good )
Fitness coach Zoe recently addressed some of the most common misconceptions women continue to hear in a June 12 Instagram post titled, “craziest exercise myths women still hear.” Here’s what she had to say:
1. Periods mean complete bed rest
According to Zoe, menstruation does not mean you need to stop exercising altogether. “No. You can train. Just adjust intensity if needed,” she wrote, explaining that while energy levels may fluctuate during different phases of the menstrual cycle, movement and exercise can still be beneficial.
2. After marriage or kids, fitness is not important
Many women are often made to feel that fitness should take a back seat after major life changes such as marriage or motherhood. Zoe strongly disagrees. “That is exactly when it becomes more important,” she said, highlighting the need to maintain strength, mobility and overall health while navigating increased responsibilities.
3. A C-section means your core is gone forever
Recovering from a Caesarean delivery can be challenging, but Zoe says it doesn’t mean women should give up on rebuilding strength. “Wrong. It means you need rebuilding, not giving up,” she wrote, emphasising that gradual rehabilitation and proper training can help restore core function.
4. Walking around the house is enough exercise
While daily movement is important, Zoe points out that it isn’t the same as a structured workout. “No. That is movement, not full training,” she explained, noting that a balanced fitness routine should include strength, mobility and cardiovascular exercises.
5. Sweating more means more fat loss
Many people associate excessive sweating with effective fat burning, but Zoe says that’s a common misunderstanding. “No. It means you are hot,” she wrote. Sweat is the body’s cooling mechanism and does not necessarily reflect the number of calories burned or fat lost.
6. Running will ruin your uterus, boobs or joints
This long-standing myth often discourages women from running or high-impact activities. “No. Poor preparation and weak support is the issue,” Zoe said, stressing the importance of proper training, supportive gear and gradually building endurance.
7. Women should only do yoga, not weights
Strength training is still viewed by some as a male-dominated form of exercise, but Zoe believes women benefit greatly from lifting weights. “Women need strength too,” she wrote, highlighting how resistance training supports muscle mass, bone health, metabolism and overall fitness.
8. Carbs at night make you fat
Carbohydrates often get unfairly blamed for weight gain, especially when eaten in the evening. “No. Overeating does,” Zoe explained, pointing out that overall calorie intake and dietary patterns matter far more than the timing of carbohydrate consumption.
Note to readers: This article is for informational purposes only and not a substitute for professional medical advice. Always seek the advice of your doctor with any questions about a medical condition.
This report is based on user-generated content from social media. HT.com has not independently verified the claims and does not endorse them.
For Hobart teacher Mary Holton, health means everything.
She started feeling the squeeze from cost-of-living pressures when fuel prices spiked again.
“Going out for just fitness alone was a bit much,”
she said.
Mary Holton says since joining the group, her fitness across the board has improved. (ABC News: Jake Grant)
Many Tasmanians are feeling cost-of-living pressures in a very physical way, with locals saying exercise routines are being dropped, health appointments delayed and wellbeing pushed to the bottom of the list as budgets tighten.
Ms Holton relies on multiple physiotherapy sessions each week, but says paid fitness classes simply are not an option.
“That costs … so to actually go to other classes as well, it’s out of my budget really.“
Ollie Mathewson conducts a free workout session. (ABC News: Jake Grant)
National data shows that almost half of Australians already fall short of minimum physical activity guidelines, and rising prices are making even basic care unaffordable for many.
Consultant clinical psychologist academic Kimberley Norris says this is exactly how unhealthy patterns begin.
“We tend to focus on the most stressful thing first … and health is one of those things we don’t think about until things go wrong,”
Professor Norris said.
Kimberley Norris says humans tend to focus on alleviating stress first and foremost, and warns de-prioritising health can become a cycle. (ABC News: Jake Grant)
For Ms Holton, going to a free workout group in her local community was a game-changer.
“Came down and absolutely loved it. It’s really nice to have a group and it just keeps growing,” she said.
Finding a free exercise group has drastically improved her health, as noted by her GP, and she is part of a growing trend.
Free exercise classes become a lifeline
At a community exercise class in South Arm, south-east of Hobart, the mood is upbeat, with laughter, movement, and a sense of relief.
Participation has more than doubled in the past year, with more than 100 Tasmanians now involved.
Trainer Ollie Mathewson said the surge was unmistakable.
“It’s free of charge for everybody … and over the last 12 months I’ve noticed a lot more people starting to come along,”
he said.
Ollie Mathewson says attendance at his classes has almost doubled over the past year. (ABC News: Jake Grant)
Across greater Hobart, free and low-cost alternatives are multiplying and include walking groups, community-run circuits, and morning and afternoon fitness meet-ups.
Tasmanians are increasingly organising their own solutions.
Mr Mathewson said connections drive outcomes.
“A lot of people talk about weight and strength, which are obviously insanely important, having other people there to push you single every week makes it a hundred times easier.“
Professor Norris said one’s health can be prioritised for free.
“What we know about health is, it’s more about sustainable wellbeing, it’s about quality of life,” she said.
“So rather than focusing on how much you can deadlift, how far you can run, it’s about how your life has improved and how close your life is to the way you want to live it.”
She said free options were vital because once people stop moving, it becomes harder to start again.
“If we develop routines in which health is not a priority, then we almost get stuck in this cycle of health always being last.“
Health appointments being delayed or dropped
For some Tasmanians, the financial pressure is forcing even tougher choices.
Amy Dakin says she can’t even think about getting a gym membership with all the other costs of living on her mind. (ABC News: Jake Grant)
Amy Dakin, who lives with a compromised immune system, often has no choice but to delay essential care.
“My health needs to be prioritised, but your bills come first, really,” she said.
Jordyn Rowbottom says she’s not the only one changing her hobbies to save on costs. (ABC News: Jake Grant)
Jordyn Rowbottom has seen the same pattern around her.
“People are being forced to cut what they can access,”
she said.
Professor Norris warns that these short-term decisions can create long-term harm, not just for individuals, but for the broader health system.
She said the combination of financial pressure and reduced physical activity would create a public health challenge.
Trainers adapting to shrinking budgets
Personal trainer Nickola Orr works with clients across different income levels, ages and needs.
She said affordability now shapes almost every program she designs.
“You want to make sure they can get as much help as they can within their price range,”
she said.
Nickola Orr is concerned about access to fitness and health services in the face of rising cost pressures. (ABC News: Jake Grant)
With the median individual spend on fitness in Tasmania sitting at almost $600 last year, Ms Orr said the warning signs were already visible.
“We’re going to see more results of long-term neglect; higher injuries, more need for mental health assistance. It’s going to snowball.”
Her concerns echo Professor Norris’s academic findings that once healthy routines break down, the consequences ripple for years.
“The changes are very small … while they add up over time, there is no immediate impact,”
Ms Orr said.
Calls for more free and low-cost options
Mr Mathewson hopes the success of free community classes will inspire governments and private operators to expand accessible fitness programs.
“More free options would be a great thing. There are a few now, but there should be more,” he said.
The Tasmanian government has said it will release its 20-year preventive health strategy this month, titled The Health Revolution.
A Department of Health spokesperson said the strategy “will address the broader social, economic, and environmental factors that influence health and wellbeing”.
“Specific issues about access to health services and programs are being considered through the Access to Health Services project, a Commonwealth-State partnership.
“The Health Revolution will complement that project by addressing the root causes of poor health and the underlying conditions to make it easier for Tasmanians to live well.“
If you’ve been faithfully logging your 30 minutes of moderate exercise most days of the week, you’re getting the recommended weekly about of cardio. But a new study1 suggests that for women in midlife, that standard benchmark may not be moving the needle on cardiovascular fitness as much as we’ve assumed. Here’s what you need to know.
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