Connected fitness users work out at home with hardware and apps that guide, track and gamify every session. They pay for instructor-led classes, virtual worlds or adaptive resistance, often on a subscription. This page gathers brands that sell to them, including Peloton, Tonal, Hydrow, Zwift, Wahoo and NordicTrack. Their ads show how brands justify a big hardware purchase, promote ongoing membership value and keep users engaged. If you sell fitness equipment, an app or training content, studying these campaigns shows which angles and offers resonate with home exercisers.
They like app-guided, gamified and tech-forward workouts and enjoy trying new connected formats.
Many already pay for instructors or coaching and see subscriptions as part of the cost of training.
Adults aged roughly 25 to 54 want effective workouts without commuting to a gym.
Rowers and cross-trainers want full-body, joint-friendly sessions with live or on-demand instruction.
Leaderboards, live classes and group rides keep them accountable and engaged.
Hardware cost, subscription fees and floor space are the main hesitations before buying.
Concept2 is a Morrisville, Vermont-based company founded in 1976 by competitive rowers and brothers Dick and Peter Dreissigacker. The company produces the Model D/E RowErg, BikeErg, and SkiErg — human-powered ergometers that have become the universal performance standard in their respective categories. Concept2 rowers are used by Olympic training programs, CrossFit affiliates, military fitness programs, and home athletes globally. The brand sells primarily DTC and through specialty retail, with minimal traditional advertising.
Echelon is a connected fitness brand selling smart exercise bikes, rowers, and mirrors bundled with a subscription app for live and on-demand classes. It sells direct-to-consumer online and through retailers like Amazon and Walmart, positioning as a lower-cost alternative to premium connected fitness competitors. The brand advertises across Meta placements.
Hydrow is a Boston-based connected fitness company founded in 2018 by Bruce Smith, a former professional rower and World Rowing Champion coach. The company produces premium connected rowing machines featuring a large touchscreen that streams live and on-demand rowing workouts filmed on real waterways with athlete instructors. Hydrow's hardware-plus-subscription model applies the Peloton playbook specifically to the rowing segment.
Liteboxer created the gamified boxing fitness category with a freestanding unit featuring six backlit punch targets that light up in sequences synced to music. Founded in Boston in 2018, the brand sells a subscription content platform alongside the hardware, delivering boxing workouts that feel more like a rhythm video game than traditional training.
Lululemon Studio, formerly Mirror, is a connected fitness product combining an interactive wall-mounted display with a subscription workout platform, previously owned by Lululemon. It sold direct-to-consumer through its own site and Lululemon's retail channels, positioning on compact design and studio-style class variety. The brand advertised across Meta placements.
NordicTrack is a US fitness equipment brand selling treadmills, exercise bikes, and rowers, most paired with the iFit workout subscription platform. It sells direct-to-consumer online and through major retailers, positioning as a longtime household name in home cardio equipment. The brand advertises across Meta placements.
Peloton is a New York-based connected fitness company founded in 2012, famous for its interactive exercise bikes and treadmills featuring live and on-demand instructor classes. Peloton defined the hardware-plus-subscription DTC model, went public in 2019, surged during COVID-19 lockdowns, and faced significant post-pandemic restructuring. Despite challenges, Peloton retains a deeply loyal community of subscribers and remains the cultural reference point for connected home fitness.
ProForm is a US home fitness equipment brand selling treadmills, ellipticals, and exercise bikes, often bundled with iFit subscription content. It sells through its own site and major retailers, positioning as a value-oriented option within its parent company's equipment portfolio. The brand advertises across Meta placements.
Saris is a US-based manufacturer of indoor bike trainers, bike racks, and cycling accessories, headquartered in Wisconsin. It sells through bike shops, sporting goods retailers, and its own website, positioning around US-made manufacturing and durability. The brand advertises across Meta placements.
Speediance makes a wall-mounted all-in-one gym system with digitally controlled cable resistance up to 220 lb, a 21-inch HD touchscreen for guided workouts, and multiple cable attachment points that replicate an entire commercial cable stack. Founded in Shenzhen and sold globally via DTC and Amazon, Speediance positions itself as the affordable smart gym alternative to Tonal.
Tacx is a Dutch brand under Garmin that makes smart indoor cycling trainers and accessories used with training apps like Zwift. It sells through bike shops, sporting goods retailers, and online, positioning on precision resistance technology for serious cyclists. The brand advertises across Meta placements.
Tonal is a San Francisco-based connected fitness company founded in 2015 by Aly Orady. The flagship product is a wall-mounted electromagnetic resistance training system that replaces a full weight rack, paired with an AI coaching platform and streaming strength classes. Tonal raised over $450M and counts LeBron James, Serena Williams, and Stephen Curry among celebrity investors who have appeared in marketing campaigns.
Vitruvian built the Trainer+, a flat-form smart cable machine that uses AI-adaptive resistance to automatically adjust load throughout each repetition for optimal muscle stimulus. Founded in Perth, Australia, the company ships globally DTC and has attracted elite athletes including Olympic sprinters and NFL players as advocates.
Wahoo Fitness is a fitness technology company known for KICKR smart bike trainers, ELEMNT GPS bike computers, and the SYSTM training platform. Its range also covers the KICKR RUN smart treadmill, heart rate monitors, cycling sensors, and Speedplay pedals, serving cyclists and endurance athletes who train indoors and outdoors.
Zwift is an online fitness platform and app that gamifies indoor cycling and running through virtual worlds and group workouts, used with smart trainers and treadmills. It operates on a subscription model sold direct-to-consumer through its own app and website, positioning itself as a leader in connected indoor training. The brand advertises across Meta placements.
iFit is a connected fitness platform providing subscription-based interactive workout content for treadmills, bikes, and rowers, primarily bundled with NordicTrack and ProForm equipment. It sells through its parent company's equipment retail channels and direct online, positioning around trainer-led global workout experiences. The brand advertises across Meta placements.
Connected fitness ads sell a result and a routine, not just a machine. Peloton and Hydrow show live, instructor-led sessions and community energy. Tonal frames strength training at home as an efficient replacement for a weight rack. Zwift and Wahoo speak to cyclists who want structured, competitive indoor training. Hardware plus subscription is the core model, so ads must justify two costs. Look for how brands present the ongoing content: class variety, instructors, progress tracking, gamification. Financing language, bundles and trial offers often appear to soften the upfront price. Formats lean on demo video, screen-in-action footage and user transformation stories. Short clips of the interface show buyers what a session feels like, which matters because the product is hard to judge from a photo.
Start with the buyer each brand targets. Peloton and Hydrow aim at affluent adults who value live instruction, while Echelon targets cost-conscious buyers who want connected workouts without premium prices. ProForm and iFit appeal to value-seeking home exercisers who bundle equipment with content. Compare how brands treat the objection that people stop using equipment. Strong ads show variety, coaching and community to prove the habit will stick. Notice also how niche players differentiate: Liteboxer gamifies boxing, Vitruvian and Speediance push adaptive cable resistance, and Concept2 leans on its standing with serious rowers. Track hooks, offers and creative refresh patterns over time. That reveals which promises, such as time savings or low-impact training, a brand keeps running and which it retires.
Peloton, Tonal, Hydrow, Echelon, NordicTrack, iFit, Zwift, Wahoo and Liteboxer all speak to this group. They span bikes, rowers, strength machines, boxing and training apps, usually paired with subscriptions. Their ads often pair hardware with a membership story, so compare how each explains the ongoing value of classes and tracking.
Most use demo video, live-class clips and interface footage, backed by community and transformation stories. Many highlight bundles or trial offers to reduce the perceived risk of an expensive purchase. Short interface clips and instructor footage let viewers see a session before they commit to an expensive purchase.
The main ones are price, space and whether people will keep using the equipment. Ads counter with class variety, instructor quality, progress tracking and community features that support the habit. Many also stress variety and coaching so buyers believe they will keep training and not leave the machine unused.
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