Direct Focus to Become The Nautilus Group

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Direct Focus Inc., a major direct response marketer of fitness equipment, on Friday made public plans to change its name to The Nautilus Group Inc. as part of an effort to reflect its multichannel nature.


The Vancouver, WA, company also struck a blow to the Nasdaq National Market, saying that it would switch to trading its shares on the New York Stock Exchange under the NLS symbol.


Both changes take effect May 21. The corporate Web site is at dfxi.com.


The changes come three years after Direct Focus acquired Nautilus, known for its Nautilus Sleep Systems. In September, it entered the consumer cardiovascular products segment with the assets purchase of Schwinn Fitness. StairMaster was added to the portfolio a few months ago.


With these brands, and its own Bowflex line of home-training equipment, Direct Focus aims to expand its share of the fitness market. The company offers products through direct response television commercials and infomercials, e-commerce and retail stores.


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