A bright editorial flat-lay of a modern home treadmill in a warm-toned living room, surrounded by annotation elements: a tape measure near the base, a decibel meter on the side, a tablet showing a subscription pricing screen, and a small stack of currency notes representing total cost of ownership.
The purchase price is only the beginning.

I hate this kind of math, but here it is: a $1,000 treadmill and a $1,900 treadmill. The $1,000 one is cheaper up front. Over five years, the $1,000 treadmill costs $3,279. The $1,900 one costs $1,900. That is $1,379 less for the machine that cost $900 more at the register.

The $1,000 machine is a NordicTrack EXP 7i with an iFit subscription at $39 per month. The $1,900 machine is a Sole F80 with no subscription. The difference is $2,340 in subscription fees over five years. That one line item — the monthly payment you probably think of as a small add-on — flips the entire value ranking.

The article's thesis says you could pay three times more than necessary. These two numbers give 1.7x, not 3x — but the principle is the same. The subscription cost dwarfs the sticker. So this is not a buying guide. It is a cost-modeling tool. If you are comparing treadmills by price tag alone, the numbers below will show you how much that habit costs.

The Subscription Tax: $2,340 to $2,640 Over Five Years

Four major platforms charge for access to their guided content, live classes, and training programs. The prices below are the recommended individual tiers, not family plans or promotional rates. If you share a plan or use a lower tier, the numbers shift — but the direction does not.

Subscription costs for the major connected treadmill platforms. Sources: Outdoor Gear Lab and Wirecutter.
PlatformMonthly cost5-year total
iFit (NordicTrack, ProForm)$39$2,340
Peloton All-Access$44$2,640
Echelon Fit$40$2,400
JRNY (Bowflex)$20$1,200

These numbers do not include electricity or belt replacement. Add those and the gap widens or narrows depending on your usage and your state’s electricity rate. But the main point stands: the monthly subscription is the biggest line item you are not looking at. Start there.