With versatile fitness machines that cater to multiple parties, the iFIT brand leaves no athlete behind
If you step inside a modern fitness center, you’ll notice a shift. Rows of benches, weights or cardio machines no longer define gyms. Today, it’s all about the experience and how it welcomes every kind of mover: the seasoned lifter, the first-timer, the guest at a five-star hotel or the older adult building strength for daily life.
Freemotion, iFIT Inc.’s commercial equipment brand, set up shop at this intersection of varied experience levels and fitness settings. Freemotion is guided by a philosophy that celebrates movement in all its forms, supporting individuals as they pursue their own unique fitness goals.
“The modern fitness space isn’t about one style of training or for one type of member,” said Mark Watterson, CEO, iFIT Commercial. “It is about versatility, creating options so every person can find a path that matches their goals, their background, and their ability. Progress doesn’t happen in one lane. It happens when you have the freedom to choose your path, and accountability to keep you going. iFIT meets athletes wherever that is.”
A Complete Range for Every Goal
This ideology comes to life through Freemotion’s expansive equipment portfolio, including standout solutions such as the Dual Cable Cross and Genesis Cable line. With independent and adjustable arms alongside swivel pulleys, the machines do not subject a user to any fixed range of motion, unlocking near-limitless functional movements.
“I have seen people use the Dual Cable Cross for everything from explosive athletic drills and rotational power work to gentle rehabilitation exercises and daily mobility routines. It adapts to whomever steps up to it,” said Ryan Dunkley, VP of National Accounts for Freemotion. “Gym members love the freedom of open movement. It is not just about variety, it is about making training feel natural, personal and less intimidating.”
Freemotion highlights that free weights encourage open-range movement, which fosters a sense of community within gyms. This is exemplified by its FitRig, a versatile system featuring bars and kettlebells that allows facilities to inspire a wide range of fitness goals for all ability levels. The FitRig’s design helps equip gyms to engage and motivate members through group training, making strength training more accessible and communal.
In terms of cardio, the Incline Trainer treadmill accommodates every body with its versatility. Whether you’re a seasoned athlete looking for a challenging uphill run or just starting your fitness journey, the machine moves to meet you.
Freemotion also supports athletes with its Epic Plate Loaded and Selectorized lines, which bring premium durability to strength training. Together, this range empowers facilities to serve members’ diverse needs, boost retention, and help build a reputation for inclusivity and performance.
The Hybrid Advantage with iFIT
Freemotion understands that fitness doesn’t stop once members leave your facility. With iFIT’s immersive content integrated into Freemotion cardio lines like the Incline Trainer and CoachBike, workouts can continue from the facility to the living room or while traveling.
Members and guests can work out with world-class iFIT trainers in simulations, blurring the line between digital and physical fitness. Running on the beaches of Bora Bora or hiking through the Swiss Alps no longer requires a passport and plane ticket.
For those who prefer physical travel, Freemotion has partnered with institutions like the William Vale Hotel in New York, to provide guests with world-class equipment and iFIT’s digital membership, delivering a fitness journey that travels with members and hospitality that redefines guest expectations.
“Freemotion and iFIT are the perfect blend that allows the guests to set what they want out of the overall experience. It’s just the perfect layout for what we want to offer our guests,” David Lemmond, General Manager, The William Vale, said, adding the versatility of iFIT allows guests to work out in their rooms, the gym or the rooftop. “It’s really a game changer.”
Reimagining Fitness for a New Era
As wellness tourism grows and real estate strategies evolve, Freemotion argues the fitness center will transform into lifestyle anchor points.
“Fitness is becoming a lifestyle criteria, one that helps define where you live, where you stay, and how you spend your time,” Watterson said. “It will be a driver of decisions, whether that is choosing housing, booking a hotel, or seeking a community.”
By blending inclusive equipment design and hybrid digital integration, Freemotion helps facilities ignite this transformation from within. For clubs, hotels and communities alike, the message remains: Freemotion facilitates movement, performance, and results.
This article originally appeared in ATN’s Fitness Center Reimagined: The Evolution of Gyms, Wellness Tourism & Real Estate report, which explores how health clubs, hospitality brands and boutique operators are reshaping the industry to meet shifting member expectations and lifestyle demands. Download the free report.
