Nautilus, Inc., a global leader in digitally connected home fitness solutions, has announced plans to change its corporate name to BowFlex Inc. This name change reflects the company’s focus on its strongest consumer brand, BowFlex, and its commitment to its growth transformation strategy called North Star. According to Jim Barr, the CEO and Director of Nautilus, BowFlex has become a powerful brand known for quality and innovative strength and cardio equipment. The new corporate identity represents the company’s unique position in connected at-home fitness equipment and emphasizes their goal of helping people build inner and outer strength.
The name change is expected to be effective on November 1, 2023, along with a change in the company’s ticker symbol from “NLS” to “BFX” on the New York Stock Exchange. BowFlex Inc. will be led by the current management team and will continue its mission of bringing joy to movement for thousands of people worldwide.
The decision to change the corporate name and ticker symbol follows the sale of the Nautilus brand trademark assets and related licenses earlier this year as part of the company’s ongoing strategic review. The CFO of BowFlex Inc., Aina Konold, expresses the company’s commitment to its shareholders, partners, customers, and employees as they enter this new chapter.
Nautilus, Inc. (to be named BowFlex Inc.) offers a range of exercise bikes, cardio equipment, and strength training products under brands like Bowflex, Schwinn, and JRNY. Their products are sold directly to consumers on brand websites and through retail partners in the US and internationally. The company is headquartered in Vancouver, Washington.
As with any forward-looking statement, there are risks and uncertainties that may impact the company’s actual expectations. Factors such as demand for products, supply chain disruptions, changes in consumer trends, and the impact of the COVID-19 pandemic could affect the company’s business and financial performance. It’s important to note that forward-looking statements are not guarantees of future performance, and the company will continue to update or revise these statements as necessary.
Overall, Nautilus, Inc.’s decision to change its corporate name to BowFlex Inc. highlights the company’s focus on its successful consumer brand and commitment to the home fitness market. The company will continue to offer innovative fitness solutions under its new corporate identity while striving to help individuals achieve healthier living through connected fitness experiences.
