Fitness Equipment Industry Weekly UpdateWeek of June 15, 2025

Fit Gear Source Industry News Updates

1. Peloton Launches ‘Repowered’ Platform for Used Equipment Sales

Peloton has officially launched “Repowered,” its peer-to-peer (P2P) resale platform for used connected fitness equipment, marking its entry into the growing circular economy for home fitness gear. The platform allows users to list pre-owned Peloton equipment, set their own prices, and receive AI-generated pricing suggestions. Sellers retain 70% of the sale proceeds, while the remaining share is split between Peloton and Archive, a tech partner specializing in resale logistics.

To boost buyer appeal, Peloton lowered activation fees for used devices from $95 to $45 and offers optional delivery. Currently in pilot rollout across New York, Boston, and Washington D.C., the company plans to expand the service nationwide. According to Peloton, second-hand sales through platforms like Facebook Marketplace grew 16% year-over-year and show higher retention rates than rental programs. The initiative aligns with CEO Peter Stern’s efforts to diversify revenue streams amidst declining hardware sales and rising consumer demand for more affordable options.

2. Interactive Strength (TRNR) Moves Into Bitcoin and AI Token Investment

U.S.-based fitness tech company Interactive Strength Inc. (NASDAQ: TRNR), parent of CLMBR and FORME, is expanding into cryptocurrency, becoming the first fitness equipment firm to integrate Bitcoin and AI tokens into its treasury and operations. In November 2024, TRNR allocated up to $5 million of its reserves to Bitcoin, citing its deflation-resistant properties and plans to accept crypto payments from customers.

In June 2025, TRNR further announced a $550 million investment initiative into $FET, the AI token from Fetch.ai, aiming to build the largest AI crypto asset pool in the fitness industry. Partnering with BitGo and Fetch.ai, the move aligns with TRNR’s broader strategy to power AI-driven personalization for fitness platforms. While pioneering, the move exposes TRNR to regulatory and financial risks due to the volatile nature of crypto assets.

3. Johnson Health Tech Recalls 3.8 Million BowFlex Dumbbells Over Injury Risk

Johnson Health Tech Trading Inc. has announced the recall of approximately 3.84 million BowFlex adjustable dumbbells—models 552 and 1090—due to the risk of weight plates dislodging during use. The recall includes products originally sold by Nautilus Inc. from 2004 to April 2024 and continued by Johnson Health after BowFlex’s bankruptcy.

Reported incidents include 337 cases under Nautilus, with 111 resulting in injuries such as concussions and toe fractures. Johnson Health received 12 reports with no injuries and is offering full refunds or product replacements for items it sold, while partial refunds and complimentary digital subscriptions are offered for earlier BowFlex purchases. This recall highlights Johnson Health’s commitment to consumer safety and its proactive approach in managing legacy product liabilities.

4. Peloton Appoints Megan Imbres as CMO Amid Strategic Shake-up

Peloton has named Megan Imbres as its new Chief Marketing Officer, the fourth person to hold the position since 2020. Imbres, effective July 7, brings extensive experience from Apple, Amazon, and Netflix, where she led creative and performance marketing campaigns. She replaces Lauren Weinberg, who exited amid a marketing department restructuring.

Imbres, an avid triathlete and former Apple Marcom executive, will lead global brand and product marketing, member engagement, and creative direction. The appointment reflects Peloton’s continued efforts to reposition itself beyond premium hardware sales and into broader subscription-driven and media-integrated growth. Peloton also promoted Francis Shanahan to CTO to accelerate AI-based innovations in connected fitness.

5. Core Home Fitness Taps Into HSA/FSA Market with Tax-Free Gym Equipment

Core Home Fitness is now offering adjustable dumbbells and home gym equipment eligible for Health Savings Accounts (HSA) and Flexible Spending Accounts (FSA), in partnership with Truemed. Consumers can save up to 40% on top-rated fitness products such as the TwistLock adjustable dumbbells and the FightMaster X smart boxing system.

Designed for space-conscious users, the eligible equipment also includes foldable benches and connected app-based training content. Core’s approach allows consumers to invest in fitness using pre-tax dollars, improving affordability amidst rising home gym setup costs. The move also positions Core as a leader in medically-aligned fitness solutions, with increasing visibility in media outlets like Men’s Health.

6. iFIT Partners with Xponential to Stream Club Pilates and YogaSix Classes

iFIT has entered a strategic content partnership with Xponential Fitness, adding on-demand classes from Club Pilates and YogaSix to its connected fitness platform. The deal enhances iFIT’s holistic wellness offerings, allowing its 6 million members to access high-quality studio workouts as part of their existing membership.

To promote the new content, iFIT will launch a community challenge that rewards participants with in-studio trial passes and a chance to win a one-year membership to either studio brand. The move complements iFIT’s acquisition of Reform RX and its expansion into Pilates and yoga markets. It also follows the company’s rollout of its AI-powered training coach and recent partnerships with golf and performance training platforms.