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Home Gym Suppliers

Bowflex Inc., formerly known as Nautilus, is an American company that develops, manufactures, and sells various forms of fitness equipment through its subsidiary brands. The company markets its products all over the world, and besides its physical products, the company also sells subscriptions to a digital exercise platform. The company is headquartered in Vancouver, Washington, and its shares are listed on NYSE.

From Nautilus to Bowflex

The company decided to change its name from Nautilus to Bowflex in 2023, but initially, Bowflex was simply one of the products offered by Nautilus. The Bowflex home gym, introduced in the 1980s, quickly became a standout product due to its innovative design and effective marketing strategies, particularly through infomercials. As the popularity of the Bowflex home gym soared, it began to overshadow the Nautilus brand in the consumer home fitness market. Recognizing this, Nautilus strategically rebranded and repositioned Bowflex as a flagship brand.

The Equipment

Bowflex offers a diverse range of home fitness equipment. Their flagship product, the Bowflex Home Gym, allows users to perform a wide array of strength exercises. In addition to these home gyms, Bowflex has expanded into cardio equipment, including treadmills, elliptical machines, and the Max Trainer, a hybrid that combines an elliptical and stair stepper for high-intensity workouts. The company also introduced the SelectTech line of adjustable dumbbells, which allows users to change weights quickly during a workout. The closest publicly traded peer to Bowflex is Technogym.


Bowflex offers subscription-based services designed to enhance the fitness experience for its users. Their key service, JRNY, is a digital fitness platform that provides personalized workout plans, on-demand classes, and real-time coaching. Compatible with Bowflex cardio machines, JRNY tailors workouts to individual fitness levels and tracks progress in a similar manner as Peloton does. The platform also integrates entertainment options, allowing users to watch streaming services or listen to music during workouts.