The Nautilus Inc. name is no more, the Vancouver company announced in a statement Thursday. Its new moniker — BowFlex Inc. — will go into effect Nov. 1.
The company, which sold off its Nautilus brand in May, announced at the time that it would be focusing instead on its BowFlex, Schwinn and JRNY brands. However, it was able to continue using the Nautilus name for a time and sell off its remaining Nautilus inventory.
“In the last few decades, BowFlex has become a powerful brand in our portfolio, recognized for quality and innovative strength and cardio equipment,” said Jim Barr, Nautilus CEO in Thursday’s statement. “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.”
Barr said the company is releasing new products for the holiday season and would “continue to position our company to capitalize on the enduring shift to home fitness.”