If you’ve ever browsed home gym equipment, you’ve probably seen the name Bowflex — bold, red, and promising a full-body workout from the comfort of your living room. But here’s the twist: Bowflex isn’t owned by who you might think. In fact, the brand went through a major ownership change in 2024 that reshaped its future. So, who owns Bowflex now? Let’s break it down.
🏋️ From Infomercials to Fitness Fame
Bowflex began its journey back in 1986, created by innovators who wanted to make strength training easier and more accessible for everyone. Instead of bulky metal weights, they designed “Power Rods” — flexible resistance rods that delivered the same muscle-building tension in a compact machine.
By the late 1990s, Bowflex had become a pop-culture phenomenon thanks to its catchy infomercials. Millions of Americans recognized the brand’s “20 minutes a day” promise. It eventually became part of Nautilus, Inc., a U.S.-based fitness company that also owned Schwinn Fitness and JRNY.
💼 So, Who Owns Bowflex Today?
Here’s the latest: Bowflex is now owned by Johnson Health Tech, a global fitness equipment manufacturer headquartered in Taichung, Taiwan.
In March 2024, BowFlex Inc. (formerly Nautilus, Inc.) filed for Chapter 11 bankruptcy protection in the United States. Shortly after, Johnson Health Tech agreed to buy nearly all of Bowflex’s assets for about $37.5 million. The sale was finalized later that year, giving Johnson Health Tech full control of the Bowflex, Schwinn, and JRNY brands.
Johnson Health Tech is a well-established name in the fitness world — it also owns popular commercial and home gym brands such as Matrix, Horizon Fitness, and Vision Fitness.
📜 Key Facts About the Bowflex Brand
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Founded: 1986, United States
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Former Parent Company: Nautilus, Inc. (rebranded as BowFlex Inc. in 2023)
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Current Owner: Johnson Health Tech (acquired in 2024)
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Headquarters: Taichung, Taiwan (corporate), with U.S. operations continuing
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Famous For: Innovative Power Rod technology and compact home gym systems
💡 Did You Know?
Bowflex was one of the first direct-to-consumer fitness brands, long before e-commerce became the norm. You couldn’t buy it in stores — only through TV infomercials and catalogs. That marketing strategy helped Bowflex build trust directly with its customers and made it one of the most recognizable fitness brands of the 1990s.
❓ Common Questions About Bowflex
Q: Does Bowflex still make equipment in the U.S.?
A: Bowflex designs and supports its products in the United States, but manufacturing now takes place in various global facilities managed by Johnson Health Tech.
Q: What happened to Nautilus?
A: Nautilus, Inc. rebranded as BowFlex Inc. in late 2023, but after filing for bankruptcy in early 2024, the company’s assets were sold. The Nautilus corporate entity ceased operations following the acquisition.
Q: Will Bowflex products still be available?
A: Yes! Johnson Health Tech continues to market and support Bowflex equipment, including smart treadmills, adjustable dumbbells, and the JRNY training app.
🧠 A Personal Take
I still remember seeing those Bowflex infomercials when I was younger — all energy, abs, and motivational music. It’s wild to think the brand that once ruled late-night TV is now part of a global fitness giant. But honestly, it feels like a smart move. Johnson Health Tech has the resources and reach to keep Bowflex alive and relevant in today’s connected fitness world.
🚀 The Future of Bowflex
With Johnson Health Tech at the helm, Bowflex is entering a new era — one that blends its classic reputation with smarter, tech-driven fitness. The brand continues to push toward connected home workouts, integrating digital coaching and personalized plans through the JRNY app.
So, next time you hop on a Bowflex treadmill or adjust those SelectTech dumbbells, you’ll know: Bowflex is now owned by Johnson Health Tech, a company shaping the future of fitness across the globe.
What do you think — will Bowflex’s global reboot make it stronger than ever?