Nautilus To (Bow)Flex New Brand Muscle With Fig

Nautilus is shifting what has traditionally been handled by its own in-house creative team to FIG as the fitness brand's new creative agency for the Bowflex brand. 

Natuilus has appointed ad shop Fig to handle creative advertising chores for its Bowflex brand of fitness equipment. 

Previously those duties were handled in house. 

The agency's remit includes advertising and creative campaign executions, including TV, social and digital. Media buying and planning is handled by Touchpoint Media.

Bringing on a creative agency is part of the company’s long-term strategy to reenergize the Bowflex brand, which offers home gyms, cardio machines and strength training products for in-home workouts. 

After gaining massive awareness (and infamy) through its 80s direct-TV advertorials, the brand has lost fitness fanatics to newer upstarts such as Peloton and TRX. 

“This was the ideal time for a refresh as we look ahead to the next chapter of the brand’s growth," explains Carlos Navarro, vice president, General Manager, Direct for Nautilus, Inc. 



"Executing on a new creative campaign complements the evolution of our products to meet the changing needs of our Bowflex customer and the marketplace.”

The Nautilus parent company, which includes Bowflex, Schwinn and Octane Fitness, spent $8.07 million during Q1 2019, a sharp drop from the $29.35 million allocated during the same time period in 2018, according to Kantar Media. Last year, the company's ad budget was $68.93 million. Breakouts for Bowflex specifically were not immediately available.

"It’s an exciting time to be a part of the fitness category," says Mark Figliulo, Founder, Fig. "To be able to re-define a brand that has such history, is so invested in developing game-changing product innovation and is open to making bold changes, is a huge opportunity."

The review was led by Joanne Davis Consulting.



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