Fitness equipment specialist, Freemotion, is pivoting further to digital, as the industry enters the era of the hybrid gym model.

The brand, part Icon Health & Fitness, has outlined a digital-focused mission to enable operators to deliver a "powerful physical and digital service" which is capable of increasing member engagement, retention and lifetime value.

As part of its plans, Freemotion has appointed fitness industry veteran and digital specialist Jeff Esswein.

Esswein will join the team as VP of strategic accounts and digital content.

He will be tasked with leading the development of digital content and pushing forward Freemotion’s iFit-enabled content-driven cardio equipment.

"Jeff’s expertise in both the digital content space – along with his understanding of the club market from an operator’s standpoint – brings a unique skill set to Freemotion and our strategic accounts business as we continue our growth initiatives," said MD, Dan Toigo.

Esswein started his career in medical fitness, working for Riverside Health System, where he headed up its health and fitness division.

He also built and operated two 150,000sq ft, multi-purpose athletic facilities, then transitioned to a co-owner/developer of ClubCom – growing it into a global provider of digital media networks for the fitness industry.

Later, he became the COO of a private broadcasting company – Velocity World Media.

"Being able to take my ownership perspective and work with operators of all sizes and in all sectors to see how technology can play into their facilities in the future, is what really excites me," Esswein said.

“I’ve always said that a club without walls is going to be a successful club, and this is exactly where we’re headed due to the global pandemic.

"If a Freemotion facility is able to provide immersive, content-driven experiences that engage, excite, and motivate members, then stay connected with them at home through their own iFit-enabled equipment, consistency is maintained, members achieve better results, and fitness becomes a habit."

"The industry is becoming more technology-driven and we have the chance to not only take advantage of this, but also to use it to maximise results for our customers,” said Esswein.

Other ICON Health & Fitness brands include NordicTrack, ProForm, and iFit.

• To read more about the hybrid model and other emerging fitness trends brought on by COVID-19, click here for an in-depth article in issue 7 of HCM.