Finnish strength equipment specialist HUR Group has announced the launch of VOA Fitness, a new commercial fitness brand designed to bring advanced pneumatic strength technology into mainstream commercial gyms, spas, and wellness facilities.
Building on HUR’s 35-plus years of heritage in healthcare and medical rehabilitation, VOA—which stands for “Vision on Air”—positions itself at the intersection of fitness, healthy ageing, and longevity. The brand’s core mission centers on expanding a user’s “strengthspan” by making progressive, data-driven strength training accessible to everyone, from rehab patients to elite athletes.
Advanced Aerokin Technology and Mechanical Design
At the core of the new 17-machine line is Aerokin, a proprietary pneumatic strength technology system that replaces heavy weight stacks and electromagnetic motors with controlled air pressure.
Micro-Adjustable Loads: Resistance can be adjusted digitally in precise increments as small as 100g, allowing fine-tuned progression for users of all fitness levels.
Optimal Biomechanics: Engineered lever geometry matches the body’s natural strength curve, while minimal moving mass allows for both slow controlled movements and high-speed training without inertia.
User-Centric Hardware: Designed under the direction of HUR founder Mats Manderbacka, the range features independent machine arms for unilateral training and larger back supports to evenly distribute force and eliminate gym intimidation.
Connected Digital Ecosystem for Operators and Coaches
The launch integrates VOA hardware with an open digital platform centered around the VOA Journey Hub. Utilizing a hub-and-wristband setup, the ecosystem automatically adjusts machine settings to individual member profiles, tracks strength disparities, and allows seamless data sharing.
The system offers operators flexible deployment modes—including auto-generated routines, coach-prescribed programming, and a login-free “Free Trainer” autostart mode—while maintaining an open API structure to integrate with third-party testing platforms like body composition monitors.
Sustainable and Lightweight Commercial Fitness Equipment
As commercial operators evaluate footprint and sustainability, VOA delivers key structural advantages over traditional fitness equipment:
- Reduced Floor Loading: Eliminating heavy iron weight stacks significantly lowers overall machine mass, making the line ideal for facilities with structural floor-loading limits.
- Eco-Friendly Manufacturing: The machinery is built using 96 percent recyclable materials, and the reduced shipping weight minimizes carbon footprints during transit.
- Low Energy Consumption: The integrated touchscreen setup consumes minimal power, comparable to a standard LED light bulb.
Industry Veteran Leadership
The commercial roll-out of VOA is spearheaded by seasoned industry executives, including Vice President of Global Sales Bobbie Joseph and Director of Business Development Marvin Burton—both alumni of Life Fitness and TRX—alongside former Life Fitness CCO/CMO Frank van de Ven serving in an advisory role.
By combining low-impact pneumatic strength technology with modern digital connectivity, VOA provides commercial operators with a versatile fitness equipment solution engineered for the growing longevity and inclusive wellness markets.
