Icon Health & Fitness has changed its corporate name to iFit Health & Fitness to assert the value of its proprietary connected fitness platform. In the words of the U.S. company’s founder, chairman and CEO, Scott Watterson, “we are elevating the name of our operating system.” This system channels live and on-demand content into the interactive hardware of its brands NordicTrack, ProForm and Freemotion, which includes treadmills, bikes, elliptical machines, rowers, climbers, strength equipment and fitness mirrors. It also adjusts the hardware – speed, inclination, resistance, etc. – to match a given virtual workout, be it mountain trekking, marathon running, river rowing or whatever. The name change is accompanied by a new corporate website, iFIT.com. At present, the company’s platform boasts more than five million members in 120 countries.