In 2024, the BowFlex company filed for bankruptcy following a near 90 percent dip in shares over the previous 12 months. A Taiwanese company, Johnson Health Tech, acquired most of its assets for over $37 million, though reps claim that the Bowflex product line still exists under the new owners. You can still go to the BowFlex website and purchase its latest home gyms, like the Xtreme 2 SE (which still features the iconic Power Rod system).
The 2020 pandemic was a boom period for home fitness manufacturers, as gyms everywhere were closed, but the increased sales didn't last long. Once restrictions were lifted, many exercise enthusiasts returned to fitness clubs. CEO Jim Barr cited the post-pandemic sales crash as one of the reasons BowFlex pursued a Chapter 11 filing. BowFlex isn't alone in its financial struggles, as even Peloton's post-pandemic dive continues. However, BowFlex's troubles arguably go much deeper, as some argue the company made a downturn well before 2020.