Nautilus, Inc. reported it is rebranding and changing its corporate name to BowFlex, Inc., reflecting a focus on the brand with continued execution of its growth transformation strategy, North Star.

“In the last few decades, BowFlex has become a powerful brand in our portfolio, recognized for quality and innovative strength and cardio equipment,” commented Jim Barr, CEO and director of Nautilus, Inc. “Our new corporate identity better represents our unique position in connected at-home fitness equipment and reinforces our focus to help people build inner and outer strength. We’re gearing up for an exciting fitness season as we introduce a pipeline of new products this holiday season and continue to position our company to capitalize on the enduring shift to home fitness.”

Nautilus expects the corporate name change to be effective November 1, 2023. The company also intends to change its ticker symbol on the New York Stock Exchange from “NLS” to “BFX” effective the same day.

BowFlex Inc. will continue to be led by its current management team. As part of its ongoing comprehensive strategic review, the corporate name and ticker symbol change follow the company’s sale of the Nautilus brand trademark assets and related licenses earlier this year.

“As BowFlex, Inc., we remain committed to our shareholders, our partners, our customers, and our employees,” added Aina Konold, CFO of Nautilus, Inc. “We are excited for this next chapter and what it means for us as we continue to execute on our North Star strategy.”

Photo courtesy BowFlex