---
title: "iFIT Adds C-Suite Execs as AI Coach Launch Nears"
url: https://burnaze.com/article/dc99d8ad-aa08-4303-8dd1-9f724f0fc0c1
source: "Athletech News"
original_url: https://athletechnews.com/ifit-adds-c-suite-execs-as-ai-coach-launch-nears/
author: "Collin Helwig"
category: "Fitness"
industry: "Fitness"
topics: ["Technology"]
published: 2024-04-02T20:14:38.000Z
modified: 2026-10-31T17:56:06.719Z
image: https://athletechnews.com/wp-content/uploads/2024/04/Screen-Shot-2024-04-02-at-4.02.37-PM.webp
---

# iFIT Adds C-Suite Execs as AI Coach Launch Nears

**TL;DR:** iFIT hires Mark Phillips as chief marketing officer and Bart Muller as chief international officer as the company builds out its artificial intelligence capabilities. The new hires come as iFIT announces the beta launch of its AI Coach, which uses artificial intelligence to help users achieve fitness goals.

*By Collin Helwig, originally published in Athletech News on 2024-04-02. [Read the original](https://athletechnews.com/ifit-adds-c-suite-execs-as-ai-coach-launch-nears/).*

## Story

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.

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.”

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.”

## Entities

- Fitness (sector)
- Athletech News (publication)
- international expansion (topic)
- ai technology (topic)
- Collin Helwig (person)
- McKinsey & Company (company)
- marketing campaigns (topic)
- iFIT (company)
- c-suite expansion (topic)
- Kevin Duffy (person)
- Mark Phillips (person)
- Bart Muller (person)

---
Originally reported by Collin Helwig, Athletech News (https://athletechnews.com/ifit-adds-c-suite-execs-as-ai-coach-launch-nears/). Summarized by Burnaze (https://burnaze.com/article/dc99d8ad-aa08-4303-8dd1-9f724f0fc0c1).