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The new Sport Series of customized treadmills from Nautilus
2005-08-29 - Denver, CO, USA: Fitness equipment maker Nautilus, Inc. (NYSE:NLS) is introducing the Nautilus(R) Sport Series of customized treadmills. The new range will gives consumers the opportunity to design a treadmill that best suits their fitness requirements.
The Sport Series treadmills will give consumers the ability to choose from among three platforms, three electronic displays and three software packages, resulting in a treadmill specially tailored to their needs. The customized treadmills will be available exclusively at specialty retailers throughout North America beginning in the fourth quarter of this year.
One reason people fail to maintain fitness regimes is the lack of an 'obligation' to do so. This is especially true of those who train at home. Where customers build a treadmill to their requirements, it may act to build a sense of connection with the equipment that in turn encourages the customer to continue their fitness programme. Tim Hawkins, chief marketing officer at Nautilus, takes up this theory: "Customization is a powerful opportunity because consumers tell us that customization leads to higher levels of motivation in incorporating fitness into their weekly routine. It also creates greater consumer confidence because consumers can select what they will use for years to come, while components can be updated as family fitness patterns evolve."
Nautilus recently held a first-ever kickoff meeting for more than 300 Nautilus fitness dealers ahead of the upcoming fall and winter fitness season. The Sport Series treadmills were well received.
"Customized treadmills give us another platform of innovation and excitement around treadmills that will energize the treadmill category and is perfect for specialty retailers," said Katina Geralis of Leisure Fitness. "I'm very impressed with the product," said Paul Harwood of Superior Fitness Systems, based in the Carolinas and Virginia. "Everyone is different and this is the first time in recent memory that a company has taken a customized approach, which is perfect for specialty retailers with limited floor space."
"It's great to give people a choice to select products to their personalized and individualized needs. It takes treadmills a step beyond simply offering different models, and provides a lot of educational opportunities through the selection process," said James Newman of fitnessDEPOT, of Vancouver, B.C.
There is a generous warranty programme on the Sport Series range, with a lifetime warranty on the frame, and 10 years on parts and one year for labour.
Dave Sheriff, of Healthstyles, gave an enthusiastic description of Nautilus: "In our 14 years, we've never seen one company stand so strongly behind their products and promises, and be so open and coachable. It is a direct result of listening to customers and consumers. We believe Nautilus Sport Series treadmills will account for more than half of our treadmill business once the concept is established."
Nautilus is not the first fitness equipment company to offer customized treadmills. Rival Smooth Fitness has offered one of its high-end models in build-to-order configurations for a number of years. Nautilus expects its fitness equipment sales to approach $700 million this year, with sales through North American specialty fitness dealers one of its five primary business channels.
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