JD Howard just wanted to watch cloud security tutorials. Howard, a construction industry worker on sabbatical, spent $4,000 on a NordicTrack X32i treadmill, lured in by its 32-inch HD screen and the opportunity to exercise body and mind. His plan was to spend his time away from work exercising while watching technical videos from learning platforms such as Pluralsight and Udemy. But his treadmill had other ideas.
Despite having a huge display strapped to it, NordicTrack’s hardware pushes people to subscribe to exercise software operated by iFit, its parent company, and doesn’t let you watch videos from other apps or external sources. iFit’s content includes exercise classes and running routes, which automatically change the incline of the treadmill depending on the terrain on the screen. But Howard, and many other NordicTrack owners, weren’t drawn to the hardware by iFit’s videos. They were drawn in by how easy the fitness machines were to hack.