Who Owns Bowflex?

Bowflex was founded in 1986 by Tessema D. Shifferaw, who developed the original Bowflex home gym concept based on power rod resistance technology. The innovative design allowed users to perform over 30 exercises with a single piece of equipment, revolutionizing the home fitness market. This groundbreaking innovation demonstrated exceptional insight into the growing demand for compact, versatile home fitness solutions while creating a distinctive product category that would define the brand for decades.

Throughout the late 1980s and 1990s, Bowflex grew through direct-to-consumer marketing and infomercials, becoming one of the most recognizable fitness brands in America. The company expanded its product line to include treadmills, elliptical machines, and other home fitness equipment. This period of growth demonstrated Bowflex's ability to build brand recognition through effective direct marketing while expanding its product portfolio to serve diverse fitness needs and consumer preferences.

In 2002, Bowflex was acquired by Nautilus, Inc., a fitness equipment company that already owned brands like Schwinn and Nautilus. The acquisition allowed Bowflex to benefit from Nautilus's manufacturing capabilities, distribution networks, and financial resources. This strategic acquisition demonstrated Nautilus's exceptional ability to identify and acquire innovative fitness brands with strong market potential while providing the resources necessary for accelerated growth and product development.

Under Nautilus ownership, Bowflex continued to innovate with products like the Bowflex Max Trainer, TreadClimber, and SelectTech adjustable dumbbells. The brand experienced significant growth during the COVID-19 pandemic as home fitness became increasingly popular, leading to record sales and market expansion. This remarkable growth during the pandemic demonstrated Bowflex's ability to meet changing consumer needs while maintaining its position as a leading home fitness brand in a rapidly evolving market landscape.