Marketing Bowflex

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This paper is dedicated to the memory of Linda Anderson, research writer and well of wisdom.


1. Executive Summary
The Nautilus Group introduced the Bowflex home gym in the mid-1980s and in 1993 began marketing the product directly to consumers. It uses only infomercials and its website to market the product today. This approach has been successful in the past and during times of economic prosperity, but the company likely will need to revise its strategy to accommodate the economic recession that appears to be on the horizon.
2. Description of Product
Bowflex is a home gym product marketed by Nautilus. Bowflex is one of the primary products of The Nautilus Group, headquartered in Washington and founded in 1986 for the purpose of marketing its Bowflex and TreadClimber lines of home fitness equipment along with Nautilus Sleep Systems. The company manufactures its own products rather than only marketing them as do some other companies. One of the leading names in exercise equipment, Nautilus markets its products both to individuals and to large fitness centers. It has several other brands as well, including Schwinn, StairMaster and Trimline.
3. Target Market of the...

References:
  • About The Nautilus Group. The Nautilus Group Inc. Accessed 26 June 2008 .
  • Home Fitness Equipment Market - US Report. Mindbranch. September 2002, accessed 26 June 2008 .
  • ICON Health and Fitness, Inc. Company Profile. Yahoo!Finance. accessed 26 June 2008 .
  • Mantooth, Geoff Nautilus caught in crosshairs of a bow fight. Fort Worth Business Press 6 August 2004, accessed 26 June 2008 .
  • Sindrich, Jackie Obesity Rise Not Fattening Fitness Firms. Yahoo!News, 1 November 2003, accessed 26 June 2008 .

Add to cart Price $54.75