Nautilus, Inc. is relaunching the BowFlex(R) brand identity with a new visual system and brand philosophy linking the brand to the idea that fitness isn't about fitting into a pair of jeans or someone else's idea of perfection, it's about feeling good every time move. BowFlex customers are driven to exercise by the strong and focused feeling an amazing cardio or strength workout delivers, and the new brand identity expands on the BowFlex name to encompass that experience and inform the design and function of new products coming later in the year -- and beyond.