What Bowflex does

BowFlex is a U.S. home fitness equipment brand operated by Johnson Health Tech Retail, Inc., following the 2024 acquisition of the brand out of Chapter 11 bankruptcy (filed March 2024 in New Jersey). The company sells connected home cardio (treadmills T6/T9/T16, Max Trainer M6/M9/Max Total 16 ellipticals, VeloCore 22/16, C6 and IC Bike SE cycles), strength equipment (Revolution home gym with SpiraFlex resistance, Xtreme 2 SE Power Rod home gym, PR3000), the SelectTech family of adjustable dumbbells (52/90/552/1090), the SelectTech 840 Kettlebell and 2080 Barbell, and a 3.1S/4.1S/5.1S bench line — all anchored by proprietary dial-adjustable, rod-based, and elastic-plate resistance technologies. The JRNY adaptive fitness membership (from $11.99/mo or $99/yr) is the unifying software layer, integrating with embedded equipment touchscreens and mobile apps to deliver personalized daily workouts and streaming content; the C6 is also marketed as Peloton-app compatible and the T9 as Apple Watch compatible.

The company makes money through one-time hardware sales across cardio, strength, and free-weight categories, plus recurring JRNY subscription revenue, optional 5-year Protection/Protection+ warranty plans ($69-$129), accessories and replacement parts, and an affiliate referral program. Distribution is primarily direct-to-consumer via bowflex.com with in-home delivery and assembly, supplemented by Amazon, Dick's Sporting Goods, Walmart, Best Buy, and Costco, a Retail Partners program, and a dedicated parts portal — all limited to the 48 contiguous U.S. states. BowFlex SelectTech holds the #1 U.S. Adjustable Dumbbells dollar share per Circana across 2023-2025. Notable operational events include the 2024 Chapter 11, the Johnson Health Tech Retail acquisition (stalking horse bidder), and a June 2025 CPSC-coordinated recall of 3.7-3.84 million SelectTech 552/1090 dumbbells due to impact hazard.

Customers are individual home fitness consumers in the United States, segmented into home fitness enthusiasts building home gyms, strength and cardio-focused athletes, connected-fitness users seeking adaptive coaching, and existing owners buying replacement parts/upgrades — all served through horizontal segmentation across a single consumer brand. Pricing spans $14.99-$2,999 with financing via Bread Pay (Comenity Capital Bank) including promotional 36-month 0% APR, free shipping on most products, and a 6-week buy-back guarantee.

Name

Bowflex

Legal name

Johnson Health Tech Retail, Inc.

Website

https://bowflex.com

Company type

Private

Founded year

1986

Operating status

Acquired

Headcount range

101–250 employees

Short description

BowFlex, operated by Johnson Health Tech Retail, Inc., sells connected home fitness equipment (treadmills, ellipticals, bikes, home gyms, SelectTech adjustable weights) and the JRNY adaptive fitness subscription to U.S. consumers via DTC and major retailers.

Ownership category

akta.pro rank

Product category

Home Fitness Equipment

NAICS

Sporting Goods Retailers (45911)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Strength Training Equipment Retail (Racks, Benches, Barbells, Plates) (CRAMADAB)

akta.pro secondary industries

Free Weights & Kettlebells Retail (Dumbbells, Kettlebells, Weight Sets) (CRAMADAC), Cardio Equipment Retail (Treadmills, Bikes, Rowers, Ellipticals) (CRAMADAA), Home Gym Systems & Smart Fitness Equipment Retail (Connected Mirrors, Smart Bikes, All-in-One Gyms) (CRAMADAG)

Keywords

• Home fitness equipment
• Adjustable dumbbells
• Connected fitness platform
• Exercise bikes
• Treadmills

Headquarters

HQ city

Vancouver

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Hardware Sales (Cardio, Strength, Weights): One-time sales of BowFlex branded exercise equipment including treadmills (T6, T9, T16), ellipticals/Max Trainers (M6, M9, Max Total 16), home gyms (Xtreme 2 SE, PR3000, Revolution), exercise bikes (VeloCore, C6, IC Bike SE), SelectTech adjustable dumbbells/kettlebells/barbells, benches, and ZIVA standard dumbbells. Sold via bowflex.com and authorized retail partners.
2. JRNY Digital Fitness Subscription: Recurring subscription to the JRNY adaptive fitness membership. App-only membership starts at $11.99/month or $99/year; JRNY All-Access (covering phone, tablet, and embedded touchscreen products) is offered at higher tiers. Includes 2-month free trial for new members with automatic renewal.
3. Protection Plans and Extended Warranties: Optional paid protection plans sold at checkout: 5-Year Protection Plan ($69) and 5-Year Protection+ Plan ($99-$129) extend parts and labor coverage and include additional benefits such as accidental damage from handling, battery coverage, wear and tear, upholstery, and high wear items.
4. Accessories, Replacement Parts, and Upgrades: Ongoing revenue from selling accessories (dumbbell/barbell stands, kettlebells, mats, heart rate armbands, tablet holders, bike seats, tricep ropes, lumbar pads, ab harnesses, preacher curl attachments, lubric kits, power rod rejuvenators), replacement parts, and resistance/spira upgrades for existing home gyms.
5. Affiliate Referral Program: BowFlex runs an affiliate program (bowflex.com/affiliate.html) generating referral-based commission revenue.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels10 records

Core offering

BowFlex designs, manufactures, and sells connected home fitness equipment — including SelectTech adjustable dumbbells/kettlebells/barbells, Power Rod and SpiraFlex home gyms, Max Trainer hybrid ellipticals, VeloCore and C6 exercise bikes, and T16/T9/T6 treadmills — together with the JRNY adaptive digital fitness membership that powers the connected equipment. Products are sold primarily through bowflex.com and major third-party retailers to U.S. consumers, with financing offered through Bread Pay and optional protection plans.

Product overview

Bowflex (owned by Johnson Health Tech Retail, Inc.) sells a portfolio of connected home fitness hardware organized into modular product families rather than a single unified device. The cardio family spans the VeloCore 22/16 indoor bikes, the C6 and IC Bike SE cycles, the Max Total 16 and Max Trainer M9/M6 hybrid ellipticals, and the T16/T9/T6/BXT8J/Treadmill 10 treadmills. The strength family is anchored by the flagship Revolution Home Gym (SpiraFlex resistance) and the Xtreme 2 SE Power Rod home gym, alongside the PR3000. Adjustable free-weight equipment includes the Results Series SelectTech dumbbells (52/90/552/1090), the SelectTech 2080 Barbell with Curl Bar, and the SelectTech 840 Kettlebell, complemented by the 3.1S/4.1S/5.1S adjustable benches. The JRNY Digital Fitness platform is the unifying software layer — an adaptive workout membership delivered via mobile/tablet apps and embedded touchscreens that ties BowFlex cardio and strength equipment into one subscription service (with Peloton-app support on the C6 and Apple Watch support on the T9). The portfolio is rounded out by a full accessories catalog (mats, stands, media racks, JRNY tablet holder, Heart Rate Armband, Power Rod upgrades, Preacher Curl Attachment, etc.) and is sold alongside the sister Schwinn Fitness sub-brand. BowFlex SelectTech dumbbells are the #1 U.S. Adjustable Dumbbells by Circana dollar share 2023–2025.

Differentiator

Problem solved

Functional benefit

Brands

• BowFlex: Primary home fitness equipment brand covering home gyms (Revolution, Xtreme 2 SE, PR3000), Max Trainer ellipticals, treadmills (T6, T9, T16), exercise bikes (VeloCore, C6, IC Bike SE), SelectTech adjustable dumbbells, kettlebells, barbells, benches, and accessories.
• JRNY
• Schwinn Fitness

Products and services

• BowFlex T16 Treadmill

Quantifiable outcome

• #1 U.S. Adjustable Dumbbells brand by dollar share, 2023-2025 (Circana)
• +4 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability5 records

Feature6 records

Partnerships

13 partnerships are on record, tiered flagship, core and moderate.

• Johnson Health Tech RetailflagshipStrategic or Co-development Partner · 5 March 2024Johnson Health Tech Retail, Inc. entered into a purchase agreement as the stalking horse bidder to acquire BowFlex's assets out of Chapter 11 bankruptcy filed in New Jersey in March 2024. Following the acquisition, Johnson Health Tech Retail became the parent operator of BowFlex.com (Copyright © 2025 Johnson Health Tech Retail, Inc.) and oversees the BowFlex, JRNY, and Schwinn brands under one retail umbrella. Johnson Health Tech Trading also issued the 2025 recall of BowFlex Adjustable Dumbbells (including 3.7M units previously sold by Nautilus Inc.).
• Nautilus Inc.coreStrategic or Co-development PartnerNautilus Inc. was the prior owner/parent of the BowFlex brand; of the approximately 3.84 million BowFlex Adjustable Dumbbells recalled in June 2025 due to impact hazard, approximately 3.7 million were originally sold by Nautilus Inc. The BowFlex website (bowflex.com) continues to be hosted on Nautilus's commerce infrastructure (e.g., on-demandware static sites references).
• Schwinn Fitness (Johnson Health Tech)flagshipStrategic or Co-development PartnerSchwinn Fitness (SchwinnFitness.com) operates as a sister brand under the Johnson Health Tech umbrella. The BowFlex homepage explicitly cross-sells "best-selling cardio favorites at SchwinnFitness.com" and the Heart Rate Armband is compatible with Schwinn 290, 230, and 130 bikes. Multiple BowFlex accessories (e.g., Extra Comfort Bike Seat) are cross-compatible with Schwinn IC3, IC4, 130, 170, and AD7 bikes.
• PelotonmoderateTechnology or IntegrationThe BowFlex C6 Bike is marketed on bowflex.com as "Peloton app compatible & ready to ship," allowing C6 owners to use the Peloton App in addition to JRNY for indoor cycling content.
• Wahoo FitnessmoderateTechnology or IntegrationBowFlex Heart Rate Armband (Bluetooth LE) integrates with the Wahoo Fitness app for real-time heart rate data alongside BowFlex JRNY, Runtastic, and Strava compatibility.
• StravamoderateTechnology or IntegrationBowFlex Heart Rate Armband is compatible with Strava alongside BowFlex JRNY, Wahoo Fitness, and Runtastic apps.
• RuntasticmoderateTechnology or IntegrationBowFlex Heart Rate Armband supports Runtastic in addition to BowFlex JRNY, Wahoo Fitness, and Strava.
• ICON Health & Fitness (NordicTrack, ProForm)moderateStrategic or Co-development PartnerPer industry coverage, ICON Health & Fitness secured European Commission approval to acquire NordicTrack and ProForm (a notable market consolidation in home fitness); BowFlex is identified in the same report as a market participant that was acquired by Johnson Health Tech, with both transactions occurring amid accelerating M&A activity in the home fitness sector.
• Dick's Sporting GoodsmoderateChannel Partner/ Reseller/ DistributorDick's Sporting Goods is one of BowFlex's major third-party retail partners offering extended Cyber Monday deals and fitness equipment discounts reaching up to 50% off treadmills, weights, and fitness trackers.
• AmazonflagshipChannel Partner/ Reseller/ DistributorAmazon is a primary third-party retail partner for BowFlex, prominently featured during Prime Day, Cyber Monday, Father's Day, and Spring Sale events with up to $100-$600 off SelectTech dumbbells and BowFlex machines.
• WalmartmoderateChannel Partner/ Reseller/ DistributorWalmart is among BowFlex's major third-party retail partners offering extended Cyber Week deals on treadmills, weights, and fitness equipment.
• Best BuymoderateChannel Partner/ Reseller/ DistributorBest Buy is one of BowFlex's major third-party retail partners offering extended Cyber Monday discounts on BowFlex treadmills and fitness equipment.
• CostcomoderateChannel Partner/ Reseller/ DistributorCostco sold BowFlex SelectTech dumbbells, including units affected by the 2025 BowFlex adjustable dumbbells recall. The partnership surfaced prominently in product recall reporting.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Echelon Fitness: Echelon sells connected bikes, treadmills, and rowers with its own Echelon Fit subscription app — competing in the same price-sensitive, app-driven connected home-fitness segment as BowFlex JRNY-equipped products.
• NordicTrack: NordicTrack offers premium connected treadmills, bikes, and ellipticals with iFIT integration, including incline/decline treadmill technology that competes with BowFlex's T16 and T9 treadmills.
• Sole Fitness: Sole sells treadmills, ellipticals, bikes, and rowers — directly competing with BowFlex on cardio equipment, especially at mid-to-upper price points ($999-$2,499) and through similar Amazon/Dick's retail channels.
• iFIT (NordicTrack / ProForm parent): iFIT powers NordicTrack and ProForm treadmills, bikes, and ellipticals with a global connected-fitness subscription. It competes with BowFlex across virtually every cardio SKU (treadmills, ellipticals, bikes) and the JRNY subscription offering.
• Horizon Fitness: Horizon sells home treadmills, bikes, and ellipticals and is itself part of the Johnson Health Tech family — making it a sister brand that nonetheless competes for the same connected-fitness consumer with overlapping product categories.
• ProForm: ProForm sells home treadmills, ellipticals, and bikes with iFIT connectivity — overlapping directly with BowFlex's T-Series treadmills and Max Trainer ellipticals in mid-tier price points ($899-$1,999).
• Peloton Interactive: Peloton is the most direct connected-fitness competitor — connected bikes, treadmills, and a flagship subscription fitness content platform. BowFlex's C6 bike is even marketed as 'Peloton app compatible,' underscoring the head-to-head dynamic in connected home fitness.
• Schwinn Fitness: Schwinn is a sister Johnson Health Tech brand selling indoor bikes and home cardio — explicitly cross-promoted from bowflex.com and competing for the same home cardio buyer, particularly in the connected-bike category.

Emerging players

• Tonal: Tonal is a smart strength-training system with digital weight and AI coaching — competing for the home strength training wallet share that BowFlex addresses via SelectTech and the Revolution home gym, though at a premium price point.
• Tempo Fitness: Tempo offers a smart home gym with 3D sensors and AI coaching — a premium, connected alternative to BowFlex home gyms (Revolution, Xtreme 2 SE) targeting the same home strength-training consumer segment.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/BowflexStories
• Facebookfacebook.com/Bowflex
• Instagraminstagram.com/bowflex
• Pinterestpinterest.com/bowflex
• Xx.com/Bowflex

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Bowflex