Most people want to work out, or know they should, but going to the gym can be inconvenient and intimidating. Sometimes, one look at the full parking lot during peak hours is enough to make people turn around and go home.
That’s a problem Nautilus, Inc. has helped solve for decades, with innovative products like the Bowflex HVT machine, which combines strength training and cardio in a fast, efficient workout. Bowflex has been a leading home fitness brand for over 30 years, but as the times and technology change, so do the requirements to meet consumer needs and expectations.
As a leader in innovation, the company was ready for a challenge. In fact, Aaron Brotherton, senior director of marketing for the direct-to-consumer channel at Nautilus, Inc., says his team views digital transformation as a great opportunity.
“Our mission is to provide everyone the opportunity to achieve a fit and healthy lifestyle,” says Brotherton. “Integrating technology that will improve the user experience and ultimately increase the likelihood of success is key to the continued growth of the Bowflex brand and our products. Fitness isn’t one size fits all. We believe the marriage of our digital offerings and products is the best way to personalize the workout experience and help our customers see faster results.”
Nautilus, Inc. kept this in mind when designing the Bowflex HVT.
“We knew people would love this machine,” says Brotherton. “High-intensity interval training (HIIT) may be the current fitness trend, but it isn’t going away anytime soon. It’s a proven, effective way for anyone to achieve results. Our HIIT training regimen incorporates multiple exercises designed to target the entire body, making step-by-step instruction and coaching essential. We knew the best experience would need to incorporate audio and video throughout the workout to guide users on pacing and form, while automatically tracking their results and adjusting resistance, so they could focus on the moves — not the metrics.”
Once again, Nautilus, Inc. needed to bring the gym experience into the home — not just the equipment, but also their expertise and ability to coach users through the Bowflex HVT’s dynamic workouts. For that, Nautilus, Inc. needed a robust digital solution.