Nautilus, Inc. Rebrands as BowFlex Inc.

Today, Nautilus, Inc. becomes BowFlex Inc. (NYSE: BFX), adopting a name synonymous with home fitness for nearly 40 years.

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BowFlex Inc. (NYSE: BFX), formerly Nautilus, Inc., is headquartered in Vancouver, Washington (Photo: Business Wire)

“BowFlex has produced some of the most innovative strength and cardio equipment the home fitness industry has seen in the last few decades – from our popular SelectTech adjustable strength products to our VeloCore bike and Max Trainer line,” said Jim Barr, CEO at BowFlex Inc. “Today, BowFlex is inspiring customers to embrace their inner and outer strength – and as a consumer-led company, that ethos is reflected through our enduring mission, and in the products we develop. Becoming BowFlex Inc. is a natural evolution of our company as we continue to create connected fitness experiences for our customers, through our entire family of brands, including BowFlex, Schwinn, and JRNY.”

The corporate rebranding is the latest step in the company’s digital transformation, in alignment with its North Star strategy. In 2023, the home fitness leader launched a new visual identity for the BowFlex brand and enhanced its JRNY adaptive fitness platform with motion tracking capabilities. Additionally, the company secured $5 million in additional investments and strengthened its balance sheet by reducing debt and selling non-core assets, including the Nautilus brand name.

BowFlex Inc. introduced new products this year, adding to BowFlex’s line-up of connected cardio and strength modalities – including two cardio machines inspired by the bold evolution of the brand’s visual identity. The BowFlex Max Trainer SE and the BowFlex IC Bike SE feature intuitive design and features that help customers experience the joy that comes with movement. Schwinn fitness products specialize in “pedal power” products, including exercise bikes and ellipticals. Finally, the company’s JRNY adaptive fitness membership offers a personalized, connected fitness experience when paired with compatible BowFlex and Schwinn products.