Nautilus, Inc. has established a subsidiary, Nautilus Fitness Australia Pty. Ltd., and located its showroom near Brisbane, with the goal of bringing space-efficient home fitness equipment to more than 20 million citizens throughout Australia. Advertising campaigns and direct response fulfillment have been tested successfully since December 2006.
“We are leveraging our expertise in direct-to-consumer fitness sales and marketing through a cross-functional team in both Australia and the United States to efficiently extend our direct model to other parts of the world,” said Gregg Hammann, Chairman and CEO of Nautilus, Inc. “We are excited about the vigorous consumer interest we have seen already among Australian consumers, and we expect to build strong, diversified business in Australia.”
Hammann said the company initially is offering three of its most popular Bowflex branded home gyms for delivery across Australia, including the Xtreme®, Xtreme®2, and Ultimate®2 models. Advertisements will air in Brisbane, Melbourne and Sydney markets, and intensify as Australia moves toward the end of its summer, with countrywide delivery and a variety of payment and financing options.
The global direct expansion is being spearheaded by Steve Eichen, the Company's Chief Information Officer, whose team is responsible for maintaining a secure information system infrastructure that supports the company's direct business. In addition, the company has relied upon Australian-born fitness expert Keli Roberts to introduce Bowflex home gyms.
“People throughout Australia have a strong desire to look and feel good by using proven equipment that achieves significant results in a short amount of time,” said Roberts, who trains Hollywood stars and advises the Nautilus Institute. “Bowflex products provide quick and easy results through a guaranteed alternative to sweating it out in a club crowd or risking injury with free weights. Bowflex d
