| IHRSA Report | Member News
iFit Live technology takes users onto the Golden Gate Bridge
the claim is not mere hyperbole: The company holds more than 300 separate patents on things such as quick-touch speed and folding treadmills, and cur-
rently has more than 100 filings in the pipeline. Its recently introduced iFit Live is supported by no fewer than 20 patents. iFit Live stands as something of a
testament to FreeMotion’s commitment to new-product development. The interactive system, which complements the company’s cardio equipment, offers users infinite workout options. For example, thanks to a partnership with Google Maps, they can follow routes in Boston, New York City, Paris, and Pasadena, California, including 5Ks, triathlons, and more. As the workout unfolds, iFit Live controls the speed and incline, or resistance, of the equipment to simulate the terrain and distance of the actual real-world route. “With Google Maps, you can see an overhead or street view of any place you’d like to run,” explains McGinnis. “Running in Central Park is my personal favorite.” iFit also allows exercisers to compete
with friends; download and access data via their PCs and mobile devices; or choose to take part in specially designed workouts by The Biggest Loser’s Jillian Michaels, another program partner.
Eclectic educational options
For FreeMotion, education is a multifac- eted discipline involving the collection of original information and its dissemination along a number of different avenues. The company takes part in independent research on muscle movement and other important fitness-related issues; offers a wide range of downloadable exercise charts; produces product videos; and makes excellent use of its human capital. “While we have a complete edu- cation staff at our headquarters, we also have an established team of master trainers all over the world,” notes Jeremy Strom, the firm’s director of education.
“Our company grew, from the ground up, by educating the market about functional training with our cable cross, selectorized circuit, and incline workouts … and, today, we do trainings on our equipment at all of our major installations.”
Market-expansion moves
On the development side, FreeMotion has worked hard to expand beyond its cable-strength origins by exploring many of the possibilities of cardio, including upright and recumbent bikes, standard and reflex treadmills, elliptical trainers, incline trainers, and striders. Now, similarly, on the sales and marketing side, it’s attempting to delve more deeply into vertical markets consisting of hotels, schools, wellness centers, multi-housing
complexes, etc. In terms of demographic targets,
FreeMotion has the active-aging popula- tion in its sights. “There are more than 93,000 extended-living facilities,” points out McGinnis, “and most have some sort of wellness facility. We feel a deep corporate responsibility to help people remain healthy, fit, and active longer.” —|
www.
ihrsa.org | JULY 2011 | Club Business Internat ional 97
Pro Forma
Year Founded: 1999
Growth: 20% revenue growth, 2010 to 2011; 20%-25% growth projected for 2011
Facilities: 21,000-square-foot prototype facility; 140,000 square feet of ISO 9001 manufacturing capacity
Installation: more than 2,000 fitness facilities in 40 countries worldwide
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