Unifying a fitness empire — from brand identity to the screen in your living room and more.
iFIT brought me on to unify a sprawling portfolio of fitness brands — NordicTrack, ProForm, and Freeform — under a cohesive identity. I led brand strategy initiatives that connected each sub-brand to its audience while maintaining a clear, consistent parent identity. Using Frontify as the backbone, I built and scaled a brand system across an organization of 5,000+ employees.
Services:
Company Branding
Brand Architecture
Website E-commerce
Package Design
Product UX/UI
BRANDING
PRODUCT UP-SELL
The Ask:
How can iFIT increase product sales and partnership awareness when people are working out on their machines?
Research
Million+ Users
With millions of users actively engaged on-screen during every workout, the platform represented a massive, captive audience — and an underutilized opportunity to surface trainers, partners, and products.
Demographic
The user base skewed 65% female — an audience with demonstrated purchase intent and gift-giving behavior, making contextual product recommendations especially well-suited to this platform.
Duration
The average session runs 30 minutes of high-quality video — plenty of time to spark curiosity about what a trainer is wearing or using. Speaking from personal experience: I've paused workouts wondering exactly that.
Partnerships
The platform's engaged, health-conscious audience makes it a natural stage for brand partners looking to launch or spotlight products. Contextual relevance — not interruptive ads — was the guiding principle.
The Results:
The solution was an eCommerce layer built directly into the cool-down screen — a moment that previously showed nothing but a 10-minute timer. At the end of each session, users are presented with trainer gear, accessories, and partner products curated to what they just experienced. The design priority was clear: this couldn't feel like a store. It had to feel like a natural extension of the workout — relevant, unobtrusive, and on-brand.
PACKAGE DESIGN
DISPLAY LAYOUTS
Dicks Sporting Goods Experience Shops
Working directly with Dick's Sporting Goods, I designed in-store experience shops for NordicTrack and iFIT. The core challenge: fitting a full equipment lineup — treadmill, bike, rower, and more — into a constrained retail footprint while delivering a premium, brand-right experience.
