Can BowFlex Turn Things Around With ‘Nearly Silent’ Cardio Machines?
As it plans to leave the Nautilus name behind, the fitness maker has unveiled two new BowFlex-branded cardio machines for the holidays
With the holidays right around the corner and ahead of a major rebrand that will transition the Nautilus name to BowFlex on November 1, the fitness maker has unveiled two new cardio machines for fitness enthusiasts of all levels: the BowFlex Max Trainer SE and the BowFlex IC Bike SE.
The latest fitness equipment from the Vancouver, Washington-based brand boasts “nearly silent,” hardware, enabling customers to exercise late at night or early in the morning without disturbing others. While a desirable fitness equipment feature, the new machines’ lower-than-normal sound profile emphasizes BowFlex’s commitment to delivering a top-notch at-home training experience.
“Home fitness is here to stay, and there’s no reason to relegate it to the basement or limit when you can exercise,” said Jim Barr, BowFlex CEO.
Barr commented the new fitness product lineup is designed with both form and function in mind.
“Being a consumer-focused company is more than just a philosophy; it’s a core part of our mission, reflected in the features present in our products, and the connected, personalized experience we offer through JRNY – our digital fitness platform,” Barr said. Both fitness machines will include a two-month, free trial of the JRNY membership.
Gregg Wilson, senior cardio product manager, said that both new products were designed with BowFlex consumers in mind and that the brand looked for ways to integrate customer feedback into the hardware design.
“We want to support a range of customers, so we made the BowFlex IC Bike SE even more adjustable,” Wilson said. “We heard that people find fans are a little noisy, so we took that off the BowFlex Max Trainer SE. Our decisions were aimed at supporting our customers and what moves them – whether they are focused on building their physical or mental health.”
BowFlex Max Trainer SE
The new BowFlex Max Trainer SE, a “stair stepper meets elliptical,” offers a low-impact, high-intensity workout with a minimalist aesthetic. A 7-inch color display keeps track of heart and burn rates, with a device holder for a phone or tablet. Users have sixteen resistance levels to choose from, varying in intensity, with Terrain Control Technology providing the real-life sensation of climbing hills and valleys in JRNY Explore the World routes.
BowFlex IC Bike SE
BowFlex IC Bike SE provides an indoor cycling experience with numerous ways to adjust the handlebars and seat, maximizing comfortability. The bike offers 100 magnetic resistance levels, a set of 3-pound dumbbells, an expandable water bottle holder and a padded media holder. A 7-inch display tracks distance, speed, heart rate and more. Like the new BowFlex Max Trainer SE, riders can follow workouts on their phone or tablet while connected to JRNY or other apps.
The Max Trainer and IC Bike are now available for pre-order and retail for $1,499 and $1,099, respectively.
Last month, the equipment maker also introduced the Schwinn 490 Elliptical, a connected fitness machine that syncs to its JRNY app, offering routes, trainer-led classes and personalized workouts.
BowFlex’s New Chapter
Like other companies in the at-home fitness arena, Nautilus has struggled in recent years, even receiving a non-compliance notice from the New York Stock Exchange for failing to meet its required price criteria.
The company had launched a self-described “North Star Strategy” in 2021. Since then, Nautilus has initiated a $13 million sale of its non-core assets, conducted layoffs and made plans to raise $5 million through a definitive securities purchase agreement with an institutional investor to sell over four million shares of its common stock or equivalents.
Nautilus had teased upcoming fitness products as it revealed a complete brand overhaul for its popular BowFlex line, aiming to target younger demographics with its vibrant color palette and inclusivity push. One of its first promos highlighted its new tagline, “Move to What Matters to You,” — a refreshed identity that the company said embraces the idea that “your best self isn’t ‘out there’ in a different shape or size, or in the form of someone else’s expectations – it’s already inside you.”
With just a few days left before its official name change, the at-home fitness maker is hopeful that leaning into the strength of the BowFlex name will put it on the fast track to normalization and, more importantly, greener pastures.
Its new corporate identity as BowFlex will better represent its position in the connected at-home fitness sector, Barr has said. The CEO also stated that while the company is on the path to profitability, there’s “still a long way to go in fiscal ’24.”
