Dec 11, 2019

Fitness streaming company iFit raises $200 million

Models wear iFit monitors

Models wear iFit monitors in 2016. Photo: Robyn Beck/AFP via Getty Images

iFit, an interactive fitness streaming platform owned by the parent company of NordicTrack, raised $200 million led by Pamplona Capital Management.

Why it matters: This reflects how home fitness companies and their investors keep moving toward the Peloton model, minus the highly-questionable ad strategy.

The bottom line: "As a serious runner, I train mainly outdoors. However, treadmills have played a significant role in my fitness regimen for years," said Stephen Regenold of GearJunkie. "But a virtual coach training me from a screen? It seemed like too much. My coach was Tommy Rivers Puzey. He’s a real person, an accomplished ultrarunner, and one of more than a dozen trainers available via the iFit program on my treadmill’s 22-inch screen. Throughout a recent 30-minute workout, Puzey earned my trust."

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