Nautilus, Inc. relaunched its BowFlex brand identity with new visuals and philosophy, linking it to the idea that “fitness isn’t about fitting into a pair of jeans or someone else’s idea of perfection; it’s about feeling good every time you move.”
“For more than three decades, the BowFlex brand has produced some of the most innovative home fitness products this industry has seen, and we’re proud of the legacy we’ve built with our flagship brand. But the way today’s consumers think about fitness has radically changed,” said Jim Barr, CEO of Nautilus, Inc. “As a consumer-first company, we are deeply focused on delivering products that meet our customers where they are today and throughout their lifelong fitness journey. From our wildly popular SelectTech strength product line to the unique features of our VeloCore bike and our AI-driven, adaptive fitness platform JRNY, we are redefining what a personalized, connected fitness experience really is with a new BowFlex brand identity to match.”
Nautilus reportedly evaluated creative agencies to help cast off the brand’s association with late-night infomercials and the Power Rod Home Gym, even as the company expanded its product range and extended its cardio and strength products.
“The fitness industry tends to be a sea of sameness, but with our rebranding, we are proud to deliver something different: a brand that embraces the individuality of our customers,” said Becky Alseth, chief marketing officer at Nautilus, Inc. “Success in fitness doesn’t have to be tied to counting calories, getting shredded or changing the number on the scale. It’s about getting moving and showing up for a workout, even a short one, and that’s the new BowFlex.”
Photo courtesy Nautilus
