Nautilus Competition
Now Viewing Nautilus's competition in: Fitness Equipment (primary)
Call Preparation Questions
Customers, Marketing, Pricing, Competition
Does the company produce for the home or club segment of the market? - Although the products are similar, most companies produce for one segment or the other.
Who are the major customers? Mass merchandisers, health clubs, sporting goods distributors? - Most companies sell to the consumer through retailers and to commercial customers through their own sales force or distributors.
Does the company depend on a few large accounts? - About 10 percent of Cybex's sales come from a single customer.
Does the company target a specific market? - Some companies specialize in the commercial market, others the consumer sector.
Does the manufacturer produce different versions of equipment for different markets? - Fitness equipment manufacturers now produce more specialized equipment for separate fitness market segments.
What advertising does the company do? - Advertising in trade journals is common. Consumer advertising is on TV and in magazines.
Competitive Landscape
Demand is driven by consumer income and demographic trends. The profitability of individual companies depends on unique product designs and effective marketing. Large companies have some advantages in brand recognition, but small companies can compete effectively by building unique products.
Business Challenges
CRITICAL ISSUES
Demand Subject to Fashion - Fitness equipment manufacturers have had to contend with relatively rapid changes in consumer preferences. The popularity of various equipment types has changed over the years: exercise bikes were once the most popular aerobic fitness equipment, followed by rowing machines. Now treadmills and elliptical trainers are the mainstays of most gyms. Manufacturers must combat workout boredom with new features and new designs.
Technology Knowledge - Technology development is a driving force in the fitness equipment industry. Consumers demand enhancements through systems that reduce impact, monitor heart rate, and deliver better performance metrics. While mechanical expertise is necessary, new experiential and operations technologies will drive future growth. Fitness equipment manufacturing is dominated by large companies such as ICON that have more capital to allocate to R&D, which leads to quicker and more dramatic improvements in product design.
Industries Where Nautilus Competes
- Consumer Products Manufacturers
- Sporting Goods & Equipment
- Fitness Equipment(primary)
- Athletic/Outdoor Gear & Apparel
- Sporting Goods & Equipment
- Retail
- Nonstore Retail
