Nautilus, Inc. has confirmed plans to change its corporate name to BowFlex Inc. to focus on the company’s strongest consumer brand and further execute its growth strategy called North Star.
“Over the last few decades, BowFlex has become a powerful brand in our portfolio, recognized for quality and innovative strength and cardio equipment,” commented Jim Barr, CEO and Director. “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. We’re gearing up for an exciting fitness season as we introduce a pipeline of new products this holiday season and continue to position our company to capitalize on the enduring shift to home fitness.”
The company expects the name change to be effective Nov. 1, 2023. At the same time, the company intends to change its ticker symbol on the New York Stock Exchange from “NLS” to “BFX” effective Nov. 1. BowFlex Inc. will be led by the current management team. The company name and ticker symbol change follows the sale of the Nautilus trademark rights and associated licenses earlier this year as part of the company’s ongoing comprehensive strategic review.
