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News / Business / Clark County Business

Vancouver-based Nautilus Inc. changes name to BowFlex Inc.

Company rebrands Nov. 1

By Sarah Wolf, Columbian staff writer
Published: October 19, 2023, 5:34pm

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.”

When the company marketed its first product in 1986, it was known as Bowflex of America Inc. and then Bowflex Inc. It acquired Nautilus in 1999 and changed its name to The Nautilus Group in 2002, the same year it moved from Nasdaq to the New York Stock Exchange.

The name change comes as the company was notified in September that it was in danger of being delisted from the New York Stock Exchange for having an average share price less than a dollar for 30 days. The company has six months to get its share price back into compliance.

Its stock trades on the New York Stock Exchange as NLS. After the name change was announced, its stock closed Thursday at 67 cents per share, down from the 70 cents per share that it closed at on Wednesday. Its ticker symbol is expected to change to BFX on Nov. 1.