Building off the online success of Bowflex, the fitness machine maker is launching e-commerce sites for its other brands.

Nautilus Inc. is already No. 412 in the Internet Retailer 2017 Top 500, but until now the company sold only two of its brands online.

To kick off the new year, the Bowflex and Octane Fitness shopping sites are joined by e-commerce websites for the company’s Nautilus, Modern Movement and Schwinn fitness equipment brands.

This is the first time Schwinn Fitness and Nautilus-branded products have been available for purchase online, according to a Nautilus Inc. representative. Previously, those brands’ sites provided information on equipment, but interested buyers had to purchase through catalogs or retailers. Modern Movement products had been available through other online retailers.

The new sites allow shoppers to add products from various brands to a unified shopping cart, letting shoppers consolidate the checkout process. The sites also provide customers with a single signup to finance their purchase. Nautilus also plans to launch a store locator later this year so visitors can purchase from physical locations that sell the brands.

“Consumers are looking to shop anywhere and we want to provide them information on these brands online as well as give them an opportunity to purchase direct from the brand if they chose or find a product in a retail location nearby,” the Nautilus spokesperson says.


In launching the new sites, Nautilus took design cues from its Bowflex site, including a focus on content that shows off the fitness equipment in action. The Bowflex site was redesigned and relaunched in 2016 on Salesforce Commerce Cloud, which the new sites are using as well.

Nautilus first ventured into e-commerce with the launch of the Bowflex online store in 2000 and it purchased Octane Fitness and its existing e-commerce site in 2016. The company reached $53 million in online sales in 2016, according to an Internet Retailer estimate. That makes it the second-largest maker of exercise equipment, behind Fitbit Inc. (No 296), in Internet Retailer’s rankings.

The launch of direct online sales hasn’t changed any product availability from other retailers, and the company said no distribution or supply chain changes were made in conjunction with the launch.