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iFit Plans AI Coach, Touts Tech in New Brand Campaigns
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iFit Plans AI Coach, Touts Tech in New Brand Campaigns

Two new campaigns spotlight the power of personalized tech and fitness content available through the iFit and NordicTrack brands

iFit, a global health and fitness technology subscription company with brands such as NordicTrack, ProForm, Weider and Freemotion, is gearing up for the upcoming launch of its new AI Coach, set to debut in January of 2024.

The virtual AI Coach will launch in beta as the fit tech company tests and refines its artificial intelligence capabilities to help users achieve their goals with personalized and adaptive training. 

To hit the mark and spread the word on its new endeavors under CEO Kevin Duffy, the Utah-based iFit is unveiling two new brand campaigns, “World of Intelligent Fitness” and “Incredible Machines,” that spotlight iFit and NordicTrack, respectively.

“We are exceptionally proud of our heritage as the inventor of world-class at-home and connected fitness equipment,” said Duffy, who was appointed to his role in October 2o22. “Since our founding nearly 50 years ago we have continued to innovate and improve our offering in service of the athlete and anyone who wants to improve their life via a holistic and intelligent approach to fitness.”

credit: iFIT

Duffy noted that iFit’s two campaigns emphasize the fitness company’s new direction. The brand’s 30-second spots, created by AKQA’s San Francisco studio, will begin airing in domestic and international markets across television, digital and social platforms.

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“The campaigns underscore how our incredible machines and intelligent fitness enable people to achieve more by maximizing their potential through personalized technology and inspirational programming unlike anything else on the market,” Duffy said.

iFit’s spot highlights the power of intelligent fitness integration across NordicTrack, ProForm and Freemotion equipment with performance tracking and illustrates the benefits of tech-driven adjustments with SmartAdjust and ActivePulse. The ad shows how fitness enthusiasts can push their limits while remaining informed about recovery needs. The NordicTrack campaign pays homage to the brand’s treadmill and expertise in building premium fitness equipment over the last 50 years.

“It was inspiring to craft these stories based on the incredible way they combine their technology, incredible content, and expert guidance,” said John Gordon, group creative director at AKQA. “We hope this work inspires people to start their own fitness journeys, and are looking forward to continuing to develop this campaign with the iFit and NordicTrack teams.”

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