TRUE Fitness — Why this brand matters and what it can do for you

Written by Norm Morrison | Jul 14, 2022 2:37:00 PM

In the history of fitness equipment, there are many ways to look at the different brands. Some of them are more commercially based, some of them are more retail-based, some of them have a special niche, and some of them hit the big time only to hit the skids down the road.

TRUE Fitness is unlike those that you’ll see mentioned below – they’re an innovative company with trustworthy warranties that excel in nearly every facet of the fitness industry.

Here’s why TRUE Fitness is right for you and why it dominates the competition.

One piece of advice I often give to people who are looking at fitness equipment is that just because a brand was on top of the industry at one point doesn't mean that the brand stayed in that position.

Things change.

We watched Nautilus own the industry at one point, only to fall. I think there was a time we could say Lifefitness was the biggest brand in the industry, and then when the ellipticals came out, Precor was a pretty close match for a while.

But none of those brands are doing really that well right now, at all.

Precor was actually bought by Peloton and that's another good example of a rise and fall. That was a brand that if we talked about it two years ago, we'd be talking about how they could own the industry. But their stock peaked out at $160 a share and last time I looked it was about $9 a share with them borrowing 3/4 of a billion dollars trying to just stay afloat right now.

TRUE Fitness is coming back to us

And what do I mean by back to us?

Well, I've carried that brand and worked with them for nearly 25 years before. I know them inside and out, and I've helped them with product design. Overall, they were the number one brand of high-end cardio equipment for companies I used to work for.

Marthas Vineyard YMCA

When you look at our offerings…

We have great content brands, such as Echelon and Freemotion part of IFit. They make amazing content and great products. We have the oldest and historically the highest-rated treadmill in the industry in Landice. And they're the only ones with a lifetime warranty, so that's pretty amazing. We have Hoist, the premier strength manufacturer in the industry along with Cybex, Freemotion, Torque, and TKO. We have an amazing Strength lineup.

…why does this brand of equipment called TRUE Fitness matter so much?

And my answer would be that

They’re a very innovative company that is more than competitive
They’re actually exceptional in nearly every facet of the fitness equipment world
They have fantastic warranties & amazing biomechanics
They have multiple offerings in every phase of the industry.

And unlike many of the brands we mentioned at the beginning, which became very stagnant and full of themselves with their success,

TRUE continues to evolve and improve

And they’re probably the fastest-growing brand on the commercial front.

TRUE is, first and foremost, a treadmill manufacturer at the highest level. That was their first specialty, started back in 1981 in St Louis.

They are the most copied brand in the world with the most innovation in this area. For example,

Every treadmill has a safety key today. TRUE was the first, however, to do that.
TRUE is also the first company to use forward cushioning, the preferred cushioning system that mirrors running shoe technology.
They were the first company to use an orthopedic pad on the belt.
They were also the first company to use heart rate control and they still have the safest heart rate control system in the industry.

And recently they created the only slatted treadmill with forward-cushioning, marrying durability with biomechanics in a way no one else had done before.

Between consoles and machines, TRUE has over 30 different options. Yes, that's correct, 30 different options. So when it comes to purchasing a treadmill, for home or for a facility, TRUE will always have one of the best options at any price level.

TRUE was one of the first brands to make a center drive elliptical machine, and they were the first company to make a center drive elliptical with the important adjustable stride length feature.

While a lot of people like their compact center drive systems, TRUE also acquired Octane Fitness, a brand that only made elliptical machines. In doing so, TRUE expanded their styles and options in every arena, the same as they do treadmills.

From their original q-series to their recumbent elliptical, to their groundbreaking zero-runner, to the XT1 which combines adjustable stride length with adjustable incline, TRUE boasts the largest variety in elliptical machines as well.

Whether you're looking for a stepmill, an upright bike, or a recumbent bike, TRUE fills every cardio category impressively.

But that's not all. TRUE has five different lines of strength equipment. From the patents they acquired when they purchased Paramount fitness, to the many levels of free weights, to their Atlas series of modular rigs, to their new Palladium line which marries modern biomechanics with sophisticated aesthetics, TRUE can compete with any company when it comes to strength equipment.

Woven in between this story is the fact that TRUE is equally competent and replete in the residential area, the vertical market, and the most exclusive high-end full commercial facility. They do it all. And well.

TRUE Fitness, an American company that is still owned by its founder and his family, has been and is still a unique animal in the fitness equipment world. This may be one of the reasons that they've shown the vision that allows them to be so complete as a brand.

So as somebody who's watched a brand grow up over 25 years, and somebody who's aware of the breadth and competence they offer, I couldn't be happier to partner with them again. We have many amazing brands, and TRUE may or may not be the perfect choice for your home or your facility.

But they are the only brand that is always an extremely good choice in any category.

Want to learn more about TRUE Fitness and what it can do for you?

Give me a call at 617-535-3793 or chat with one of our fitness experts!

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