From Nautilus to BowFlex: A Strategic Rebranding

Krissy Vann | Host, All Things Fitness and Wellness

Nautilus, Inc. has announced a forthcoming change in its corporate identity to BowFlex Inc., a decision aligned with the Company's commitment to emphasize its most robust consumer brand and the consistent execution of its growth transformation strategy, known as North Star.

Jim Barr, Chief Executive Officer and Director, noted, "In the last few decades, BowFlex has become a powerful brand in our portfolio, recognized for quality and innovative strength and cardio equipment." He continued, "Our new corporate identity better represents our unique position in connected at-home fitness equipment and reinforces our focus to help people build inner and outer strength. We're gearing up for an exciting fitness season as we introduce a pipeline of new products this holiday season and continue to position our Company to capitalize on the enduring shift to home fitness."

The Company anticipates that the corporate name transition will become effective on November 1, 2023. Concurrently, the Company intends to modify its ticker symbol on the New York Stock Exchange from "NLS" to "BFX" effective the same day. The newly named BowFlex Inc. will continue to be led by its current management team.

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