Washington-based fitness company Nautilus, Inc. has unveiled a refresh of its iconic BowFlex brand of fitness training equipment, introducing a new identity, visual design, updated logo, philosophy and messaging to revitalize the brand. The redesigned brand will appear across all BowFlex marketing channels, including BowFlex.com. New products with additional designs and features will be introduced throughout the year. Nautilus hired Collins, a U.S. consulting agency, to rid the brand of its association with late-night infomercials and the Power Rod Home Gym. The struggling fitness equipment maker had most recently pushed the Nautilus brand to the back burner in favor of BowFlex and the JRNY Connected Fitness efforts, selling the Nautilus brand and related licenses and other assets in May for about $13 million.
