From Nautilus to BowFlex: A Home Fitness Giant's Strategic Rebrand

The fitness equipment landscape just witnessed a significant shift. BowFlex Inc. (NYSE: BFX)—formerly known as Nautilus Inc.—officially completed its corporate rebranding, marking a pivotal moment in the company’s digital transformation strategy. Beyond the name change, the ticker symbol transitioned from NLS to BFX, signaling a complete realignment with the brand’s market identity.

Why The Name Matters: Understanding BowFlex’s Ownership History

The decision to adopt BowFlex as the corporate name reflects more than a cosmetic update. With nearly 40 years of home fitness innovation under its belt, BowFlex has become the recognizable face of the brand portfolio. Understanding BowFlex ownership history reveals a company that has consistently evolved—from pioneering adjustable strength products like SelectTech to launching cutting-edge connected fitness solutions. This rebrand consolidates that legacy into a single, unified corporate identity.

CEO Jim Barr explained the strategic vision: “BowFlex is inspiring customers to embrace their inner and outer strength. Becoming BowFlex Inc. is a natural evolution as we continue to create connected fitness experiences through our entire family of brands, including BowFlex, Schwinn, and JRNY.”

The Product Ecosystem: More Than Just Equipment

The company operates across three distinct brand pillars:

BowFlex anchors the premium connected fitness segment, featuring innovative machines like the VeloCore bike, Max Trainer line, and the newly launched Max Trainer SE and IC Bike SE—both redesigned with intuitive interfaces and aesthetic updates aligned with the brand’s visual identity refresh.

Schwinn specializes in “pedal power” equipment, maintaining its stronghold in exercise bikes and ellipticals with a focus on accessibility and durability.

JRNY Adaptive Fitness Membership ($11.99/month entry point) represents the software layer, delivering AI-powered personalized workouts that evolve with user fitness levels, mood, and available time. The platform integrates seamlessly with compatible BowFlex and Schwinn equipment across mobile and tablet devices.

Financial Recalibration: Strategic Positioning

Behind the rebrand sits aggressive financial optimization. The company secured $5 million in additional investments during 2023, simultaneously strengthening its balance sheet through debt reduction and non-core asset divestment—including the sale of the Nautilus brand name itself. This dual approach (raising capital while paring down) positions BowFlex for focused growth within its core home fitness ecosystem.

The Bigger Picture

This rebrand represents the latest installment in a broader digital transformation aligned with the company’s “North Star strategy.” By consolidating under the BowFlex umbrella, the company eliminates brand confusion while doubling down on connected fitness—the industry’s growth vector. The 2023 product launches, JRNY platform enhancements with motion tracking, and visual identity refresh all reinforce a coordinated push toward seamless, data-driven home fitness experiences.

For investors and fitness enthusiasts alike, the name change signals a company that’s chosen clarity over complexity, prioritizing the brand customers actually know over a corporate parent holding little market recognition.