Freemotion’s story is built around innovation as action, not a label. The brand questions how people work out and redefines it, doing things not because everyone else is doing them, but because no one else is doing them. As a division of iFIT Health & Fitness, Freemotion’s mission is to be “believers in what’s next, what’s possible and what’s worth every drop of sweat.” It prides itself on solutions that change mood, mind and fitness level, with equipment that comes to life in small and large group training and helps facilities create new revenue streams. Its history is tied to getting there first, including functional cable-based strength training, the Incline Trainer and the first road-simulating indoor bike.