Name Games - Johnson Tech, Keys, Nautilus and Accell Fitness

Name Games - Johnson Tech, Keys, Nautilus and Accell Fitness
When you think of a brand such as Bowflex, you usually assume that the company behind is also called Bowflex. But if you've read the other article on Icon Fitness, you will know that this is not necessarily the case. Now, as buyers, we should do our due diligence in knowing what the parent company is behind a product but since due diligence requires research and research requires time, I'm creating the list below to simplify the process.

In many cases, one company has only one brand of fitness equipment under it but for larger companies, this is not often the case.

Parent Company: JOHNSON TECH
Does business under the following brands: Horizon, Merit, Vision, Matrix

Parent Company: KEYS FITNESS
Does business under the following brands: Ironman, HealthTrainer, Keys

Parent Company: NAUTILUS
Does business under the following brands: Bowflex, Nautilus, Trimline, Stairmaster, Schwinn

Parent Company: ACCELL FITNESS
Does business under the following brands: Bremshey, Tunturi

WHY DO COMPANIES DO THIS?

It probably doesn't do the companies above much justice if I tried to create a one size fits all explanation. Instead, I'll offer the following explanations:

1. Acquisitions - Some fitness equipment companies may at one point have sold out to another bigger fitness company.
2. Marketing Strategy - A brand meets something to the customer. In our case, the parent company probably wants to associate a certain brand for a certain segment of the population. (i.e For Johnson Tech, they sell commercial grade treadmills under the Matrix label while they promote the Horizon to the average home buyer.)

Although I can't say for sure, it's probably not the company's intention to conceal these facts from the consumer. So if you do intend to buy something from any of the above brands, do not feel like the companies are trying to pull the wool over your eyes or if you do feel that way, well at least you know now.