BowFlex has been a big name in the home fitness world for many years. Millions of people know this brand because of its TV commercials, home gym systems, and adjustable dumbbells. But recently, many people have been asking one question: “Is BowFlex still in business?” The fitness industry has changed a lot, and BowFlex has gone through financial problems, ownership changes, and restructuring.
This article explains everything in clear, simple words. We’ll look at the history of BowFlex, what caused their decline, and what the brand is doing now. Whether you are a long-time customer or someone who wants to buy BowFlex equipment, this guide will help you understand the current state of the company in 2025.
You will also learn about BowFlex’s products, its bankruptcy, and whether you can still trust the brand today. The goal is to give you a complete, easy-to-understand overview without confusing business jargon.
History of BowFlex
BowFlex began in the 1980s when the fitness world was dominated by big gym machines and free weights. Instead of heavy metal plates, BowFlex introduced resistance rod technology, which made home gyms lighter and easier to use. This unique style helped the company stand out quickly.
Throughout the 1990s and early 2000s, BowFlex became one of the most popular home workout brands in the U.S. Their TV infomercials were everywhere, showing how people could get fit without joining a gym. As fitness trends grew—especially home workouts—BowFlex expanded its product range from home gyms to treadmills, bikes, ellipticals, and adjustable dumbbells.
The brand was originally operated by Nautilus, Inc., which later rebranded itself as BowFlex, Inc. The company enjoyed success for many years, but as competition increased and people shifted to online fitness, challenges started to appear.
Is BowFlex Still in Business?
The short answer is: Yes, BowFlex is still in business — but not in the same way as before.
BowFlex filed for bankruptcy in 2024, which created confusion among customers. However, the brand did not disappear. Instead, BowFlex was bought by Johnson Health Tech, a large global fitness equipment company.
This means BowFlex products are still being made and sold, but under new ownership. The original BowFlex company is no longer operating in the same form; the brand now continues through a new parent company. Customers should understand that “still in business” doesn’t mean everything is the same as before — but the brand name and products are still alive.
What Is BowFlex Known For?
BowFlex became famous for its unique approach to home fitness. Instead of traditional weights, they used flexible power rods that provided smooth resistance. This made the machines safer and easier for beginners. Over time, BowFlex became known for several categories of equipment.
They are especially popular for adjustable dumbbells, such as the BowFlex SelectTech series, which allows users to change weights quickly. Their home gym systems, like the BowFlex Xtreme 2 SE, are still widely used for strength training.
The company also introduced cardio equipment like treadmills and exercise bikes. Another major innovation was the JRNY digital fitness app, which provides personalized workouts, virtual trainers, and performance tracking. All of these things helped BowFlex build a strong reputation in the fitness industry.
BowFlex’s 2024 Bankruptcy Filing Explained
BowFlex filed for Chapter 11 bankruptcy in March 2024. Chapter 11 does not mean a company shuts down completely; it means the company needs financial protection while reorganizing or preparing for a sale.
BowFlex had been struggling for several years due to declining sales, rising manufacturing costs, and strong competition from brands like Peloton, NordicTrack, and Tonal. The COVID-19 boom in home workouts helped temporarily, but after gyms reopened, sales dropped again.
The bankruptcy led to major changes. BowFlex was later purchased by Johnson Health Tech, the parent company of Matrix Fitness and Horizon Fitness. This sale saved the brand name, allowing BowFlex products to continue under new management.
Does BowFlex Still Make New Fitness Equipment?
Yes, BowFlex still produces new fitness equipment in 2025 — just under a new corporate owner. Johnson Health Tech now controls the BowFlex brand and continues manufacturing key products such as SelectTech dumbbells, home gym machines, and cardio equipment.
However, some older models may be discontinued, and availability can vary by region. New owners often evaluate which products are profitable and which ones should be redesigned or retired.
Overall, customers can still buy officially manufactured BowFlex equipment, but the product lineup may evolve in the future as the new company updates its strategy.
What Happened to BowFlex Physical Stores?
BowFlex originally sold most of its products online, through catalogs, or via TV infomercials. They never had large physical retail stores like traditional fitness brands. However, their equipment was available in stores like Dick’s Sporting Goods, Costco, and Walmart.
After bankruptcy, some retailers reduced their BowFlex inventory while others continued to sell select items. Today, BowFlex physical display spaces in retail stores exist, but they are limited. Most sales still happen online, which fits the brand’s long-term business model.
In short, BowFlex did not have a huge store network to lose — but retail availability has become more selective.
Is BowFlex Still Selling Products Online?
Yes, BowFlex products are still sold online. The official BowFlex website is active and operated by the new parent company. Customers can also find BowFlex equipment on Amazon, major retail websites, and fitness equipment stores.
Online sales remain the brand’s main strength. The company continues to promote their JRNY app and digital workout ecosystem, which encourages customers to stay connected with BowFlex services.
Why Did BowFlex Decline? Key Reasons
BowFlex declined for several reasons:
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High competition from modern fitness brands
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Shift to digital fitness platforms
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High production costs for heavy equipment
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Post-pandemic sales drop when gyms reopened
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Outdated marketing strategies compared to newer brands
These factors combined created financial pressure that ultimately led to bankruptcy.
What Products Does BowFlex Currently Offer?
As of 2025, BowFlex still sells:
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SelectTech adjustable dumbbells
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SelectTech barbells and kettlebells
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BowFlex Home Gym systems
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Exercise bikes
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Treadmills
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Ellipticals
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Workout benches
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JRNY fitness app subscriptions
These products remain widely used in home gyms across the world.
Alternatives to BowFlex for Home Fitness Equipment
If you want BowFlex-style fitness options but are exploring alternatives, consider these brands:
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NordicTrack
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Matrix Fitness
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Horizon Fitness
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Tonal
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ProForm
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Life Fitness
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PowerBlock (for adjustable dumbbells)
These brands offer high-quality cardio and strength equipment with modern features.
Conclusion
BowFlex is still alive as a brand in 2025, but the company behind it has changed. Despite bankruptcy, new ownership kept the BowFlex name alive and continued producing popular products. The brand is not gone — it is simply evolving.
For customers, this means you can still buy BowFlex equipment with confidence, but you should be aware of the ownership changes and product updates. BowFlex remains a key player in the home fitness world, even after its major challenges.
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