Xpriential, an Immersive Treadmill Platform, Sees Early Traction With Gyms
Xpriential treadmills allow users to run virtual marathons, explore natural terrains and partake in video game-style challenges. Several major gym chains have already installed the machines
The treadmill is probably the most quintessential piece of gym equipment, available in just about every fitness facility across the world. It’s also, arguably, one of the least inspiring, typically viewed as a necessary evil for burning fat or as a substitute for outdoor running during bad weather.
The rising popularity of strength training further threatens the treadmill’s future as gyms increasingly prioritize free weights and functional training spaces over cardio equipment.
Xpriential, a New Jersey-based fitness tech startup, believes it can make treadmills fun – and popular again. The company makes a next-gen immersive treadmill that lets users run virtual marathons, explore natural terrains and partake in video game-style challenges.
Xpriential isn’t quite virtual reality (VR), but it’s close.
“We’re not VR as we don’t require goggles and didn’t want the associated dizziness that often accompanies them,” Xpriential chief commercial officer Jeff McManus tells Athletech News. “However, we are a version of extended reality. We’ve married novel, premium hardware with our onshore-developed software and intelligence, resulting in a one-of-a-kind innovation station delivering what we call ‘phygital immersion.’”
A Treadmill Like You’ve Never Seen (or Felt) Before
The concept of “phygital immersion” – combining physical movement on a treadmill with virtual digital environments – is Xpriential’s chief differentiator.
The company’s founder, Sid Raman, an engineer by trade with a robotics background, says Xpriential treadmills more accurately mimic the experience of running outside due to their unique design elements. This includes a deck that pivots from the middle compared to most treadmills on the market that pivot from the rear. This shift allows Xpriential to better simulate outdoor terrains like the experience of running up a hill, for example.
“It doesn’t pick you up, it’s just inclining and declining the deck,” Raman explains. “This makes it very reactive, pushing your ankles to react almost instantly to what the terrain is doing (on-screen).”
Each treadmill includes a flat-screen monitor and a camera with skeletal tracking. Instead of using buttons, users control the belt’s speed with hand gestures. In video game mode, the treadmill can recognize gestures like swinging a sword or raising a shield. The machine is also highly shock-absorbent to minimize joint stress.
“Any one of these components by themselves would have been a significant improvement over what exists. But when they come together, it creates the overall experience we want people to have,” Raman says. “It’s the combination of the hardware, software and control system.”
Available content includes virtual races like the Boston Marathon, scenic landscapes such as a lakeside mountain range and interactive games including Kart Racer, a Mario Kart-inspired experience.
Gyms Are Paying Attention
Xpriential is already gaining traction with gyms and other facilities.
The company currently has partnerships with gym chains including The Edge Fitness Clubs, Powerhouse Gym and Fitness Factory, all of which have installed Xpriential treadmills at one or more locations.
The brand believes it’s only a matter of time before more gyms stock their facilities with immersive treadmills. For McManus, the appeal is simple: Xpriential treadmills are fun, which in turn drives usage, and in time, member acquisition and retention.
“There’s been very little innovation in the cardiovascular training equipment category. Usage is down as strength training has been gaining in popularity,” McManus notes. “There remains a big, underserved population that operators should and can be re-focused on: the ready-to-be-fit crowd of varying ages. Xpriential is just the right tool to attract and retain them.”
Xpriential might be on to something. A pilot run in one of The Edge’s New Jersey locations went so well that members from nearby states were driving over to try out the new machines.
“They had people coming from all of their Connecticut clubs to try it,” McManus reports. “They were specifically coming in the front door to say, ‘Hey, I saw your (social media) post on the treadmill. I want to try it.’”
Greg Maurer, vice president of education at national chain Workout Anytime, sees a big future for Xpriential treadmills inside gyms and clubs.
“It’s mind-blowing,” said Maurer, who first tried the product at the IHRSA 2024 trade show last year. “I was literally in another world, running the exact course of the Boston Marathon. There were other runners and I was passing them. It’s a completely differentiated experience.”
What’s Next for Xpriential?
Beyond gyms, Xpriential is exploring verticals like doctor’s offices, PT clinics and senior living centers. The product has already been deployed in a functional neurology clinic in New Jersey and a senior center in San Diego.
Xpriential believes its product can also be a hit with kids and young adults thanks to its gaming features. The company is pursuing partnerships with facilities including YMCAs, JCCs, community centers and university recreation centers.
Right now, Xpriential is focused on expanding its sales and distribution in the B2B market, but it could explore a direct-to-consumer rollout at a later date. The company is also considering expanding into other cardio modalities including bikes, rowers and ski machines.
“We don’t want to be a product; we want to be a brand,” Raman says of his vision. “Peloton is symbolic of a certain lifestyle. We want to be known as the company that brought the outdoors indoors, and has a holistic view of how those two can interact.”