Nautilus takes a get-fit message direct-to-consumer with TV spots
In two national TV spots on cable stations, Nautilus has announced it will promote a message for Americans to get active while also offering a catalog with education and fitness tips plus information about its equipment, apparel and nutrition products. The ads will feature CEO Gregg Hammann asking Americans to get moving and telling them to call or email to get a 52-page Nautilus catalog from the company.
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In two national TV spots on cable stations, Nautilus has announced it will promote a message for Americans to get active while also offering a catalog with education and fitness tips plus information about its equipment, apparel and nutrition products.
The ads will feature CEO Gregg Hammann asking Americans to get moving and telling them to call or email to get a 52-page Nautilus catalog from the company.
“Like lots of you, I got my first taste of fitness training back in high school. And the best machines in the gym were always Nautilus,” Hammann said in one spot available for viewing that starts with him walking out of the shadows tossing a football hand-to-hand. “The truth is, most folks want to get in shape but don’t know how. There is an answer. The key to lasting weight loss is simply to move. So starting right now, our company mission is to get America moving.”
The catalog was not available for previewing, a company spokesman said. Consumers will be asked to call an 800 number or go to www.nautiluscatalog.com to register to get the catalog. The spot with the above quote is available by clicking here.
According to a statement announcing the campaign, it is “a capstone to the company’s three-year effort to transition its business from a holding-company structure to a ‘power of one’ multi-brand, multi-channel company that can serve a broad range of consumer preferences with high-quality fitness products wherever they want to shop or exercise.”
“The company is now positioned to cascade its innovations across multiple channels of distribution and price points and to evolve its marketing to emphasize fitness education instead of just products,” the statement continued. “Nautilus is now positioned to start proactively addressing the health care crisis.”
A spokesman declined to discuss additional details about the campaign’s development, where and when it will air or its cost, citing a quiet period before the third-quarter earnings release later this month.
“We are in a quiet period and as you know we don’t discuss forward-looking plans,” said spokesman Ron Arp.
He said the company’s educational slant will likely last for a very long time but Nautilus, of course, can’t tackle the rising inactivity and obesity crisis on its own, although this marks the first time it has addressed the issue.
“It is such a significant issue that many will need to invest deeply to turn the tide,” Arp added.
He said that retailers that carry Nautilus brands should benefit from the ads due to the brands’ visibility on national TV. It is the first time, the company said, that it has showcased all of its brands in one place. The spot concludes with logos from Nautilus, Bowflex, StairMaster and Schwinn on the screen, with a call-to-action voiced-over by an announcer for viewers to “call now” and for a limited time get 15 percent off a purchase.
“When it comes to fitness, we want people to select whatever they will use frequently,” Hammann said in the statement. “Compared to the health costs of inactivity, virtually any exercise option is affordable.”
Hammann concludes his portion in the spot by noting that the Nautilus brands make workouts fun and effective because behind them is the “legendary Nautilus quality.”