IFIT
It enables AI-powered chatbots to handle common queries, such as order status or delivery changes, thereby freeing up human agents for more complex, value-added interactions.
Now, iFIT is taking innovation a step further by piloting a proof of concept with Salesforce to enable AI-powered, selfservice troubleshooting. Jason explains:“ If a customer says,‘ hey, I’ ve got a squeaky belt on the apparatus’, instead of calling and speaking with a customer service rep, can they resolve it themselves? We’ re working with Salesforce and their AgentForce platform, using their AI tool to guide the customer through a series of questions, direct them to the right knowledge article and provide a summary for quick understanding.”
The philosophy extends to delivery. By integrating systems, iFIT can provide real-time SMS updates, from packing and shipping to last-mile delivery, giving customers control and transparency over the arrival of their equipment. It’ s all part of a holistic strategy to use technology to build trust and reduce friction at every touchpoint.
Conquering new frontiers: strategic partnership with Alibaba in China iFIT’ s global ambition is demonstrated by its strategic and well-planned expansion into China. Understanding that China operates within a distinct technological ecosystem and has unique consumer behaviours, iFIT recognised that a standard, copy-and-paste strategy wouldn’ t work. Instead, success would mean building strong, local partnerships tailored to the market.
“Train people well enough that they can leave, but create an environment where they don’ t want to”
Jason McMurdie, Senior Vice President of Technology, iFit
“ China is a very different market to the rest of the world for lots of reasons,” Jason notes.“ And as part of that, you need to have a very experienced in-country partner that you can work with and who understands the market. So to do that, we partnered with Alibaba.”
The partnership with Alibaba goes far beyond simple cloud hosting. To navigate the‘ Great Firewall’, iFIT has worked with Alibaba and AWS to replicate its entire content streaming infrastructure within China, ensuring a fast and reliable experience for Chinese users.
The collaboration addresses the unique nature of the Chinese digital economy, which eschews credit cards and email in favour of integrated ecosystems like Alipay and Weipay.
208 October 2025