Who Owns Bowflex? Corporate Owner, Brand History & Business Structure

In the world of home fitness, few brands evoke nostalgia and innovation quite like Bowflex. Known for its revolutionary resistance-based home gyms that promised gym-quality workouts in the comfort of your living room, Bowflex has been a staple for fitness enthusiasts since the 1980s. But as of 2025, questions about its ownership have surged amid a dramatic corporate turnaround. So, who owns Bowflex today? The answer lies in a tale of invention, explosive growth, financial turbulence, and a strategic acquisition by a global powerhouse. This article dives deep into Bowflex’s journey, exploring its origins, pivotal moments, and future under new stewardship—all while ensuring you get the unvarnished truth on Bowflex ownership.

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The Invention That Started It All: Bowflex’s Humble Beginnings

Bowflex’s story begins not in a high-tech lab, but in the inventive mind of an Ethiopian engineering student navigating life in the United States. In 1984, Dosho Tessema Shifferaw, a University of Washington student from Ethiopia, conceptualized a groundbreaking home gym. Frustrated by bulky, weight-dependent equipment, Shifferaw drew inspiration from bow-and-arrow mechanics to create a system using flexible rods for variable resistance. This innovation allowed users to perform over 30 exercises without traditional weights, making it compact and versatile for home use.

By 1986, Bowflex Inc. was officially founded in Vancouver, Washington, initially selling component parts sourced from the pioneering Nautilus equipment line invented by Arthur Jones. Jones’s Nautilus machines had popularized variable resistance in the 1970s, and Bowflex built on this foundation by adapting it for consumer markets. Early models, like the original Power Pro, featured those signature bowed steel rods that “bent like a bow,” delivering up to 210 pounds of resistance—revolutionary for the era when most home setups were limited to free weights or clunky cable machines.

Shifferaw’s vision wasn’t just technical; it was democratizing. As an immigrant chasing the American dream, he aimed to make strength training accessible to everyday people, not just gym rats. Tragically, Shifferaw passed away in 2014, but his legacy endures in every Bowflex machine sold worldwide. Under his leadership and subsequent owners, Bowflex evolved from a niche inventor to a publicly traded company, listing on the New York Stock Exchange (NYSE: BFX) and expanding its portfolio beyond rods to include dumbbells, treadmills, and ellipticals.

From Infomercial Stardom to Fitness Empire: Bowflex’s Golden Era

The 1990s marked Bowflex’s meteoric rise, fueled by savvy marketing that turned late-night TV into a launchpad. Infomercials featuring ripped endorsers like NFL stars and fitness icons showcased quick transformations—”Get ripped in 21 days!”—and resonated with a booming home workout culture. Sales skyrocketed, with the brand capturing a slice of the $4 billion U.S. fitness equipment market by the early 2000s.

Strategic acquisitions supercharged this growth. In 2005, Bowflex Inc. acquired Nautilus Inc., the very company whose parts it once sold, consolidating control over the Nautilus brand and adding premium pullover machines to its lineup. This move was followed by the purchase of Schwinn Fitness in 2007, bringing iconic cardio bikes and ellipticals under the Bowflex umbrella. By 2010, the company rebranded as Nautilus, Inc., to reflect its diversified portfolio, but Bowflex remained the flagship consumer brand.

Bowflex’s product innovation kept pace. The Xtreme series, launched in the mid-2000s, upgraded rod technology with Power Rods for smoother, joint-friendly resistance up to 410 pounds. The Revolution Home Gym introduced a no-change cable pulley system for seamless exercise transitions. Adjustable dumbbells like the SelectTech 552—praised for replacing 15 sets of weights with one—became Amazon bestsellers, earning spots on “best home gym equipment” lists year after year. Even in 2025, these remain popular, with the updated SelectTech 552i integrating app connectivity for guided workouts.

This era solidified Bowflex as a household name, with annual revenues peaking at over $500 million pre-pandemic. It wasn’t just about sales; Bowflex influenced home fitness trends, proving that compact, multi-functional gear could rival commercial gyms.

The Perfect Storm: Why Bowflex Filed for Bankruptcy in 2024

No success story is without pitfalls, and Bowflex’s came crashing down in the post-COVID landscape. The pandemic initially boosted demand—home workouts exploded as gyms shuttered—but this was a fleeting high. By 2023, Nautilus, Inc. (still the parent entity) reported a 90% stock plunge, from $30+ shares in 2021 to pennies.

Several factors converged. Persistent macroeconomic headwinds, including inflation and supply chain disruptions, inflated production costs for steel rods and electronics. Consumer spending shifted toward budget options or premium Peloton-style connected fitness, leaving mid-tier brands like Bowflex squeezed. The JRNY app, Bowflex’s foray into digital coaching, faced stiff competition from apps like Apple Fitness+ and struggled with user retention.

Internally, overexpansion strained finances. Heavy investments in e-commerce and international markets yielded mixed results, while a failed $1.7 billion buyout attempt by a Chinese investor in 2023 spooked shareholders and regulators amid U.S.-China tensions. By March 2024, Nautilus filed for Chapter 11 bankruptcy, citing $200 million in debt and a need to restructure. Assets, including the Bowflex, Schwinn, and JRNY brands, were auctioned off to settle creditors.

The filing shocked fans, but it was a calculated pivot. CEO Jim Barr emphasized that operations would continue uninterrupted, preserving warranties and customer support during the transition.

Enter Johnson Health Tech: The New Owners of Bowflex

In April 2024, a federal bankruptcy court greenlit the $37.5 million sale of Bowflex’s core assets to Johnson Health Tech Retail, Inc. (JHT), a subsidiary of the Taiwan-based Johnson Health Tech Co., Ltd. This acquisition wasn’t opportunistic; JHT had been eyeing Bowflex for years, viewing it as a complementary fit to its existing portfolio.

Founded in 1975 by Peter Lo in Taichung, Taiwan, Johnson Health Tech started as Johnson Metals, crafting components for brands like Ivanko barbells. Lo’s entrepreneurial spirit—handwriting proposals to win his first client—propelled the company into full fitness manufacturing by the 1980s. Today, JHT is a global leader with over 5,000 employees across 20+ countries, generating $1 billion+ in annual revenue. Headquartered in Taiwan, it operates factories in Asia and the U.S., emphasizing sustainable, innovative designs.

JHT’s brand family is impressive: Matrix Fitness for commercial gyms, Horizon Fitness for affordable home cardio, Vision Fitness for premium ellipticals, and now Bowflex for strength systems. Ironically, JHT already owned Schwinn licensing rights, so the acquisition reunites family brands under one roof. Other lines include Fujiiryoki massage chairs and Treo Wellness for recovery tools. This diversification positions JHT as a one-stop fitness ecosystem, from pro-grade treadmills to AI-integrated home setups.

Under JHT, Bowflex leadership transitioned smoothly. Former CEO Jim Barr and other execs departed, but JHT retained key Vancouver staff to maintain quality. As of 2025, Bowflex operates as a JHT subsidiary, with manufacturing shifting partially to Taiwan for cost efficiencies while keeping U.S. design hubs intact.

Bowflex’s Product Lineup in 2025: Timeless Favorites and Fresh Innovations

Bowflex’s appeal endures through its versatile products, now enhanced by JHT’s tech prowess. The cornerstone remains home gyms like the Xtreme 2 SE, supporting 70+ exercises with 210-410 pounds of Power Rod resistance—ideal for full-body circuits in under 20 square feet. Priced around $1,500-$2,500, it’s a bestseller for space-conscious users.

Adjustable dumbbells shine too. The SelectTech 552i, refreshed in 2025 with Bluetooth syncing to the JRNY app (now integrated with Horizon’s ecosystem), adjusts from 5-52.5 pounds in seconds. Users rave about its durability, though a June 2025 recall for impact hazards on older models underscores ongoing safety vigilance.

Cardio options round out the lineup: Max Trainer ellipticals blend stair-stepping with rowing for high-calorie burns (up to 600/hour), while VeloCore treadmills add dynamic tilting for natural running motion. In 2025, JHT’s influence brings AI features, like adaptive workouts via wearables, positioning Bowflex against rivals like NordicTrack.

The Future of Bowflex Under Johnson Health Tech Ownership

With JHT at the helm, Bowflex is poised for a renaissance. The acquisition injects capital for R&D, targeting hybrid fitness trends—think app-linked machines that sync with smart home devices. Early 2025 launches, like the Bowflex AI Coach beta, hint at personalized programming using JHT’s data analytics from Matrix gym installations.

Challenges persist: Navigating recalls and rebuilding trust post-bankruptcy requires transparency, but JHT’s 50-year track record in quality control bodes well. Globally, Bowflex could expand into emerging markets like Asia, leveraging JHT’s footprint.

Ultimately, Bowflex’s ownership shift from independent U.S. icon to JHT subsidiary marks resilience. Shifferaw’s rod-bending vision lives on, evolving for a connected era. Whether you’re eyeing a home gym overhaul or just curious about who owns Bowflex, this brand’s story reminds us: True innovation bends but never breaks.