Bowflex is a brand that operates under the Nautilus Co. banner. This brand is well-known for a series of fitness equipment. Primarily, the equipment gets marketed and sold by Nautilus. Bowflex products get sold through direct, retail and international channels. The first product to carry this brand was created in 1986. Currently, this brand gets used to marketing various fitness equipment.
Bowflex products range from smart activity trackers to cardio machines, home gyms and adjustable dumbbells. This brand was a part of Bowflex of America, Inc. Later, the company changed its name to Bowflex, Inc. and went public on the Toronto Stock Exchange. In 1999, it got renamed Direct Focus, Inc. The company also acquired the Nautilus Corporation, where it continues to offer its brand products.
Bowflex is a prominent name and brand in the fitness industry. This brand competes with various other companies through its products. However, some of it may also come internally. The top 10 Bowflex competitors and alternatives include the following brands.
1. Nautilus
Nautilus is an American worldwide marketer, developer and manufacturer of fitness equipment. As mentioned above, Bowflex is a brand that operates under the Nautilus banner. Some may assume that clears the brand of any competition from its parent company. However, that is not the case here. Apart from Bowflex, Nautilus also manufactures and markets other equipment.
Nautilus operates various brands apart from Bowflex. These include Nautilus, Modern Movement, Schwinn Fitness and Universal. While these brands exist under the same parent, they compete internally. Overall, Bowflex faces competition from these brands for its sales. In 2019, Nautilus reported revenues of $309.29 million from the sale of its equipment.
2. Peloton
Peloton Interactive, or Peloton, is an American exercise equipment and media company. It operates from New York City and provides internet-connected stationary bicycles and treadmills. In competitive terms, these products may target a different audience. However, they are also essentially the same as the equipment offered by Bowflex. Peloton also competes with Nautilus, Bowflex’s parent company.
Peloton is currently among the leading name in the fitness industry. The company generated revenues of over $1.8 billion in 2020. Furthermore, the company earns from two revenue streams. The first comes from selling its equipment while the other is from membership fees. Peloton started its operations in 2020 and has been one of the top competitors and alternatives to Bowflex.
3. Hydrow
Hydrow is a well-known cardio equipment brand that competes in a similar market as Bowflex. The company primarily focuses on providing connected indoor rowing machines. Like Peloton, Hydrow also focuses on providing users with products that interact online. Its equipment comes with HD and water-resistant touchscreen monitors. Similarly, it includes HiFi speakers, embedded cameras and a microphone.
Hydrow focuses on a specific part of the market. On top of that, its equipment is internet-connected. These features may make users think that the company does not compete with Bowflex or poses low threat. However, Hydrow is a part of the fitness industry and offers products that similar users may want. Therefore, it is a decent alternative to Bowflex.
4. NordicTrack
NordicTrack is a prominent name in the fitness industry. The company produces treadmills, strength training equipment, ellipticals, exercise bikes and accessories. Currently, it operates from Logan, Utah. NordicTrack has been manufacturing exercise equipment since 1975, which is also when it started its operations. NordicTrack operates under the iFIT Health & Fitness Inc. brand.
NordicTrack is one of the most significant competitors and alternatives to Bowflex. The company owns a substantial portion of the current market share. On top of that, it also operates in various markets, making it a multinational brand. NordicTrack competes with several brands and companies. Currently, it is the primary competitor to Peloton and Nautilus.
5. Icon Health & Fitness
Icon Health & Fitness ranks among the world’s largest exercise equipment manufacturers. The company currently employs over 2,500 employees in various markets. Currently, Icon Health & Fitness offers its products in the Americas, Europe and Asia. The company manufactures stationary bicycles, weight machines, benches, treadmills and elliptical trainers. Similarly, it offers yoga and Pilates equipment.
Icon Health & Fitness also owns various other brands. These include NordicTrack, ProForm, Weider, Gold’s Gym and FreeMotion Fitness. Previously, it also owns a footwear brand called Altra footwear. Icon Health & Fitness started its operations in 1977 in Utah. Currently, it covers the global market with its products. It also competes with various well-known brands in several markets.
6. Echelon
Echelon competes in the same market as Bowflex. Also known as Echelon Fitness, the company offers various fitness equipment. These include bikes, rowers, treadmills, interactive mirrors, etc. On top of these, the company also earns revenues from its membership programs. These programs provide access to live classes, instructors and on-demand classes.
Echelon provides more products compared to other similar brands. However, it still competes in the fitness industry. Echelon may threaten Bowflex, but it also targets a specific customer. The company focuses on customers who want to continue with the company’s membership program. This way, Echelon can increase its revenue streams significantly.
7. Rogue Fitness
Rogue Fitness is an American manufacturer and distributor of gym equipment. The company currently operates from Columbus, Ohio. Like Bowflex, Rogue Fitness offers similar products to target fitness-conscious users. Rogue Fitness produces strength and conditioning equipment. These may include weighted barbells, plates and racks and kettlebells.
Apart from its strength equipment, the company also offers related products. These include CrossFit boxes, home gyms, military, collegiate and professional sports teams. Incorporated in 2007, Rogue has become one of the top names in the weight-training industry. The company operates worldwide and currently employs over 850 employees.
8. Life Fitness
Life Fitness is an American fitness equipment company specializing in producing and distributing equipment. The company primarily focuses on stationary bikes and treadmills. On top of that, it is also well-known for being the company to develop the first electronic stationary bicycle. In 2015, Life Fitness reported over 1,700 employees in various facilities worldwide.
Life Fitness started its operations in 1968. However, in 1977, the owners incorporated it as Lifecycle, Inc. At the time, the company focused on selling exercise bikes based on the same name. Later, Bally Total Fitness acquired the company, which renamed it Life Fitness, Inc. Over the years, the company has gone through several acquisitions.
9. Precor
Established in 1980, Precor is one of the leading names in the fitness equipment industry. The company operates under the Peloton brand after getting acquired in 2020. Precor offers various indoor fitness and training equipment. These include treadmills, stationary bikes, cross-trainers, rowing machines, HIIT cardio products, etc. Similarly, Precor offers several strength-training products.
Precor also offers consoles that connect with its products. Apart from providing information, these consoles also help keep users motivated and engaged. The company delivers its products to both commercial and private clients. Precor has won several awards for its quality and innovation over the years. Currently, it serves as a competitor and alternative to Bowflex.
10. Cybex International
Cybex International is an American fitness brand that manufactures fitness equipment. The company serves both commercial and private users. Currently, it operates from Rosemont, Illinois. It also holds two manufacturing facilities. The company employs over 600 workers in these facilities where it manufactures its products. Cybex International primarily focuses on cardiovascular and strength equipment.
Cybex International’s products include Arc Trainers, stationary bicycles, treadmills and steppers. While the exact year is unknown, the company started its operations in the late 60s. The company also went under acquisition by Life Fitness or Brunswick Corporation. Currently, it is a part of that brand and offers its products there.
Conclusion
Bowflex is a well-known brand that operates under Nautilus, Co. This brand was a part of the Bowflex company and was renamed Direct Focus. At the time, it also acquired Nautilus Inc., where the company offers its brand. Bowflex competes with various names in the market. Some of the top Bowflex competitors and alternatives include the ones listed above.
