New identity reflects the home fitness leader's
commitment to helping consumers build a lifetime love of
movement
It's an inviting evolution of an iconic brand: Nautilus, Inc.
(NYSE: NLS) is relaunching the BowFlex® brand identity with a new
visual system and brand philosophy linking the brand 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. BowFlex customers are driven to exercise by the strong and
focused feeling an amazing cardio or strength workout delivers, and
the new brand identity expands on the BowFlex name to encompass
that experience and inform the design and function of new products
coming later in the year –– and beyond.
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the full release here:
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The new BowFlex brand identity features
emotive color and photography, showcasing consumers’ love of
movement. Credit: BowFlex
“It was time for the BowFlex brand to convey how our products
support what we already believe: Your best self isn’t ‘out there’
in a different shape or size or in a particular workout –– it’s
already inside you. Fitness is no longer about mind over matter;
it’s about being mindful of what matters to you,” said Michael
Robinson, Creative Director, Nautilus, Inc. “Our redefined brand
identity is empowering, inclusive, and reflects the joy that comes
from movement. With the new BowFlex brand identity, we’re sending a
strong message to our consumers to move toward what matters the
most to you –– not to anyone else.”
Expressive color and photography are introduced with the new
BowFlex branding to convey a range of emotions, from hope and
determination to the joy of movement. Every detail of the
redesigned BowFlex logo displays the brand’s commitment to moving
to feel: The brand symbol encourages customers to look inward and
draw attention to how we feel, while the brand typeface is unique,
modern, and friendly. The intentional capitalization of “F” signals
the brand’s newness, and intentionality of movement and redefining
strength.
"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, Chief Executive Officer,
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."
Updated brand captures consumer motivations
Nautilus evaluated leading creative agencies worldwide,
selecting transformation consultancy COLLINS to help with the
challenge of casting off the brand’s deeply rooted association with
late-night infomercials and the Power Rod Home Gym –– even as the
company expanded its product range and extended its quality and
innovation to include award-winning cardio and strength
products.
The discovery phase of the brand work revealed the tension
consumers feel between their own motivations for working out and a
desire to look good, as well as a desire for workouts that ensure
healthy balance and alternatives for days when “crushing it” isn’t
an option. The new BowFlex brand voice, logo, and imagery represent
consumers’ aspirations and realities alike.
Products deliver meaningful experiences
The refreshed brand identity will appear across all BowFlex
marketing channels, including BowFlex.com, and new products coming
later in 2023 will express the brand’s attributes through more
intuitive design features and functionality. What isn’t changing is
the personalized experience consumers appreciate in BowFlex
products, from dumbbell weight increments that allow for more
gradual progression, to cardio features that create the realistic
sensory experience of leaning into a curve or climbing a hill.
The JRNY adaptive fitness platform further enhances BowFlex
equipment with an individualized, connected fitness experience.
With each session, JRNY recommends a unique selection of workout
options aptly named “Just for You,” tailored to an individual’s
progress and potential based on their usage. And now, the JRNY app
with Motion Tracking provides intelligent guidance in real time so
users can adjust their form, as well as access automatic rep
counting and adaptive weight targets.
“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, 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.”
To view the new BowFlex brand identity and its elements, visit
BowFlex.com. Media may download brand identity elements here.
About JRNY® Adaptive Fitness Membership
The JRNY® adaptive fitness membership offers personalized cardio
and whole-body workouts that evolve as you do, starting at $11.99
per month. It learns with each use by assessing your fitness level
and recommending workouts based on your abilities, available time,
mood, and more. With streaming entertainment, an ever-growing
library of whole-body workout content, and real-time coaching, this
fitness experience works seamlessly with compatible equipment and
on your mobile device or tablet.
For more information about the JRNY® adaptive fitness
membership, please visit: https://www.jrny.com.
About Nautilus, Inc.
Nautilus, Inc. (NYSE:NLS) is a global leader in digitally
connected home fitness solutions. The Company’s brand family
includes BowFlex®, Nautilus®, Schwinn®, and JRNY®, its digital
fitness platform. With a broad selection of exercise bikes, cardio
equipment, and strength training products, Nautilus, Inc. empowers
healthier living through individualized connected fitness
experiences, and in doing so, envisions building a healthier world,
one person at a time.
Headquartered in Vancouver, Washington, the company’s products
are sold direct to consumer on brand websites and through retail
partners and are available throughout the U.S. and internationally.
Nautilus, Inc. uses the investor relations page of its website
(www.nautilusinc.com/investors) to make information available to
its investors and the market.
Forward-Looking Statements
This press release includes forward-looking statements
(statements which are not historical facts) within the meaning of
the Private Securities Litigation Reform Act of 1995, including:
projected, targeted or forecasted financial, operating results and
capital expenditures, including but not limited to net sales growth
rates, gross margins, operating expenses, operating margins,
anticipated demand for the Company's new and existing products,
statements regarding the Company's prospects, resources or
capabilities; planned investments, strategic initiatives and the
anticipated or targeted results of such initiatives; the effects of
the COVID-19 pandemic on the Company’s business; and planned
operational initiatives and the anticipated cost-saving results of
such initiatives. All of these forward-looking statements are
subject to risks and uncertainties that may change at any time.
Factors that could cause Nautilus, Inc.’s actual expectations to
differ materially from these forward-looking statements also
include: weaker than expected demand for new or existing products;
our ability to timely acquire inventory that meets our quality
control standards from sole source foreign manufacturers at
acceptable costs; risks associated with current and potential
delays, work stoppages, or supply chain disruptions, including
shipping delays due to the severe shortage of shipping containers;
an inability to pass along or otherwise mitigate the impact of raw
material price increases and other cost pressures, including
unfavorable currency exchange rates and increased shipping costs;
experiencing delays and/or greater than anticipated costs in
connection with launch of new products, entry into new markets, or
strategic initiatives; our ability to hire and retain key
management personnel; changes in consumer fitness trends; changes
in the media consumption habits of our target consumers or the
effectiveness of our media advertising; a decline in consumer
spending due to unfavorable economic conditions; risks related to
the impact on our business of the COVID-19 pandemic or similar
public health crises; softness in the retail marketplace;
availability and timing of capital for financing our strategic
initiatives, including being able to raise capital on favorable
terms or at all; changes in the financial markets, including
changes in credit markets and interest rates that affect our
ability to access those markets on favorable terms and the impact
of any future impairment. Additional assumptions, risks and
uncertainties are described in detail in our registration
statements, reports and other filings with the Securities and
Exchange Commission, including the “Risk Factors” set forth in our
Annual Report on Form 10-K, as supplemented by our quarterly
reports on Form 10-Q. Such filings are available on our website or
at www.sec.gov. You are cautioned that such statements are not
guarantees of future performance and that our actual results may
differ materially from those set forth in the forward-looking
statements. We undertake no obligation to publicly update or revise
forward-looking statements to reflect subsequent developments,
events, or circumstances.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20230731979333/en/
Investor Relations: John Mills ICR, LLC 646-277-1254
John.Mills@icrinc.com
Media: John Fread Nautilus, Inc. 360-859-5815
jfread@nautilus.com
Alexa Weber Action Mary 425-760-6590
alexa.weber@actionmary.com
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