iFIT Adds C-Suite Execs as AI Coach Launch Nears – Athletech News

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The connected fitness company welcomed Mark Phillips as chief marketing officer and Bart Muller as chief international officer

iFIT is getting reinforcements at the executive level, announcing the hirings of Mark Phillips as chief marketing officer and Bart Muller as chief international officer as the connected fitness company looks to build out its artificial intelligence (AI) capabilities.

Joining iFIT in December, Muller previously served as CEO of First National Glassware in Jakarta and, before that, as chief operating officer at Sound United. Muller has leadership experience operating small to mid-sized family enterprises, publicly listed companies and those backed by private equity. 

“I am honored to be joining iFIT as I am a firm believer in the power of an active lifestyle and am enthusiastic about the future of fitness,” Muller said. “As a leader, I value diverse perspectives which I think will be critical in the long run as we develop a valued experience that can reach users in even more markets internationally.”

Bart Muller (credit: iFIT)

Phillips, who joined iFIT in November, carries over two decades of marketing experience, most recently operating as a Senior Advisor at McKinsey & Company. At iFIT, he oversees all aspects of the brand’s products including iFIT, NordicTrack, ProForm and Freemotion.

“I’m excited to build on our 50 year history and continue to lead the fitness industry forward through our pursuit of excellence in service to athletes everywhere,” Phillips sad. “I look forward to scaling our brands even further through unique activations and partnerships that underscore our innovation such as with our new iFIT AI Coach, which is currently in beta.”

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Mark Phillips (credit: iFIT)

The new hires come as iFIT recently announced the beta launch of its AI Coach, which uses artificial intelligence to help users achieve fitness goals with personalized and adaptive training. The brand simultaneously debuted its “World of Intelligent Fitness” and NordicTrack “Incredible Machines” marketing campaigns to usher in a new age for the brand highlighted by innovation under CEO Kevin Duffy.

“We are thrilled to expand our leadership team with the strategic appointments of Mark and Bart, during this exciting and pivotal time for iFIT,” Duffy said.“As we look to broaden our international presence and increase awareness of our innovative product offering, Mark and Bart will be instrumental to the growth of iFIT.”

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