Nautilus, Inc. (NLS)
For informational purposes only. Not financial advice. Analysis by Sedat ANAK, Founder & Editor-in-Chief | AI-powered analysis. Data sourced from SEC filings and institutional-grade financial providers. Editorially reviewed. Not financial advice.
Nautilus, Inc. (NLS) trades at $0.82 with AI Score 41/100 (Grade C). Nautilus, Inc. designs, develops, and markets cardio and strength fitness products and accessories for both consumer and commercial use. Market cap: $29.61M, Sector: Consumer cyclical.
Price live · AI analysis from May 9, 2026Analyst Coverage for NLS: NLS does not currently have published analyst price targets in our coverage universe. This is common for smaller-cap names with limited Wall Street coverage. In the absence of analyst consensus, our AI model evaluates NLS against Consumer Cyclical peers across nine fundamental dimensions and assigns an underweight signal based on the underlying data.
NLS: the 1 perspectives are evenly split.
How is this calculated? →Nautilus, Inc. (NLS) Consumer Business Overview
Nautilus, Inc. operates in the consumer cyclical sector, designing and marketing fitness equipment and accessories under brands like Bowflex and Schwinn. The company distributes through direct and retail channels, facing competition in a dynamic market focused on home fitness solutions and digital fitness platforms.
What Is the Investment Thesis for NLS?
Nautilus, Inc. faces significant challenges and opportunities in the evolving fitness market. With a market capitalization of $29.61M and a negative profit margin of -43.9%, the company's financial performance requires careful consideration. Key value drivers include the strength of its brands (Bowflex, Schwinn) and the growth potential of its JRNY digital fitness platform. Upcoming catalysts include potential strategic partnerships and successful product launches. However, potential risks include intense competition, fluctuating consumer demand, and the company's current financial instability. Investors should closely monitor the company's ability to improve profitability and capitalize on growth opportunities within the fitness industry.
Based on FMP financials and quantitative analysis
NLS Key Highlights
- Market Cap of $29.61M indicates a small-cap company with potential for high growth but also higher risk.
- Profit Margin of -43.9% reflects significant losses and the need for improved cost management and revenue generation.
- Gross Margin of 24.2% suggests some pricing power but also highlights the impact of production costs and competitive pressures.
- Beta of 1.59 indicates higher volatility compared to the market, which may attract risk-tolerant investors.
- No Dividend Yield reflects the company's focus on reinvesting earnings to drive growth, though it may not appeal to income-seeking investors.
Who Are NLS's Competitors?
NLS is benchmarked below against 8 industry peers on price, market cap, and our AI MoonshotScore.
| Company | Price | Change | Market Cap | AI Score |
|---|---|---|---|---|
| PLTN Plutonian Acquisition Corp. | $2.43 | -57.89% | $12.15M | 44 |
| HWH HWH International Inc. | $1.27 | -4.98% | $7.69M | 59 |
| NOMA Nomadar Corp. | $3.59 | -13.49% | $53.42M | 58 |
| HAS Hasbro, Inc. | $78.67 | -1.85% | $11.13B | 57 |
| ILG ILG, Inc. | $34.13 | +0.00% | 56 | |
| OLCLY Oriental Land Co., Ltd. | $15.70 | +1.75% | $25.74B | 48 |
| PRKS United Parks & Resorts Inc. | $46.60 | -3.80% | $2.20B | 48 |
| YAMCF Yamaha Corporation | $6.96 | +0.00% | $3.06B | 48 |
AI Score by Stock Expert AI · Price data: FMP / Yahoo Finance
What Are NLS's Key Strengths?
- Established brands (Nautilus, Bowflex, Schwinn).
- Diverse product portfolio across cardio and strength training.
- JRNY digital fitness platform.
- Extensive distribution network.
What Are NLS's Weaknesses?
- Negative profit margin.
- High debt levels.
- Intense competition.
- Dependence on seasonal sales.
What Could Drive NLS Stock Higher?
- Launch of new fitness equipment models with advanced features in Q3 2026.
- Expansion of the JRNY digital fitness platform with personalized workout programs.
- Strategic partnerships with fitness influencers and celebrities to boost brand awareness.
- Cost-saving initiatives to improve profitability and reduce debt.
What Are the Key Risks for NLS?
- Economic downturns affecting consumer spending on discretionary items like fitness equipment.
- Increased competition from established players and new entrants in the fitness market.
- Supply chain disruptions impacting production and distribution.
- Fluctuating consumer preferences and demand for home fitness solutions.
- High debt levels and negative profit margin impacting financial stability.
What Are the Growth Opportunities for NLS?
- Expansion of the JRNY Digital Fitness Platform: The digital fitness market is experiencing rapid growth, with a projected market size of $30 billion by 2028. Nautilus can capitalize on this trend by enhancing the JRNY platform with personalized workout programs, interactive features, and integration with wearable devices. A successful expansion could drive subscription revenue and increase customer engagement, providing a competitive edge against other digital fitness providers. Timeline: Ongoing.
- Strategic Partnerships with Fitness Influencers and Celebrities: Collaborating with fitness influencers and celebrities can significantly boost brand awareness and drive sales. By partnering with well-known personalities, Nautilus can reach a wider audience and leverage their credibility to promote its products. This strategy can be particularly effective in attracting new customers and increasing brand loyalty. The influencer marketing industry is projected to reach $16 billion in 2026. Timeline: Ongoing.
- Product Innovation and New Product Launches: Continuous innovation is crucial for maintaining competitiveness in the fitness equipment market. Nautilus can invest in research and development to create new and improved products that cater to evolving consumer needs. This includes developing smart fitness equipment with advanced features, such as AI-powered personal training and virtual reality workouts. The global fitness equipment market is expected to reach $14.8 billion by 2028. Timeline: Ongoing.
- Geographic Expansion into Emerging Markets: Expanding into emerging markets, such as Asia-Pacific and Latin America, presents a significant growth opportunity for Nautilus. These regions have a growing middle class and increasing awareness of health and fitness, driving demand for fitness equipment and solutions. By establishing a presence in these markets, Nautilus can diversify its revenue streams and tap into new customer segments. The Asia-Pacific fitness equipment market is projected to grow at a CAGR of 7.5% from 2023 to 2028. Timeline: 2027-2030.
- Focus on the Commercial Fitness Market: Nautilus can expand its presence in the commercial fitness market by targeting gyms, fitness centers, and corporate wellness programs. This segment offers a stable revenue stream and opportunities for long-term partnerships. By offering high-quality fitness equipment and customized solutions, Nautilus can establish itself as a trusted provider in the commercial fitness market. The global commercial fitness equipment market is expected to reach $6.5 billion by 2028. Timeline: Ongoing.
What Opportunities Does NLS Have?
- Expansion of the JRNY platform.
- Strategic partnerships with influencers.
- New product innovation.
- Geographic expansion into emerging markets.
What Threats Does NLS Face?
- Changing consumer preferences.
- Economic downturns affecting consumer spending.
- Supply chain disruptions.
- Increased competition from new entrants.
What Are NLS's Competitive Advantages?
- Established brands like Nautilus, Bowflex, and Schwinn provide brand recognition and customer loyalty.
- Proprietary JRNY digital fitness platform offers a differentiated user experience.
- Extensive distribution network through direct and retail channels.
- Intellectual property and patents protect product designs and innovations.
What Does NLS Do?
Nautilus, Inc., established in 1986 and headquartered in Vancouver, Washington, is a fitness solutions company focused on designing, developing, sourcing, and marketing cardio and strength fitness products and related accessories. The company operates through two primary segments: Direct and Retail. Its product portfolio includes specialized cardio equipment such as treadmills, ellipticals, and bikes, as well as strength training equipment like home gyms, dumbbells, barbells, and kettlebells. These products are marketed under well-known brands including Nautilus, Bowflex, Octane Fitness, and Schwinn. Nautilus also offers a fitness digital platform under the JRNY brand, enhancing its product offerings with digital fitness solutions. The company distributes its products directly to consumers through television advertising, social media, websites, and catalogs. Additionally, it utilizes a network of retail partners, including sporting goods stores, online retailers, electronics stores, furniture stores, large-format and warehouse stores, specialty retailers, and independent bike dealers. Nautilus, Inc. also engages in licensing its brands and intellectual properties, further diversifying its revenue streams.
What Products and Services Does NLS Offer?
- Designs and develops cardio fitness products like treadmills, ellipticals, and bikes.
- Creates strength fitness products including home gyms, dumbbells, barbells, and kettlebells.
- Sources and markets fitness products for both consumer and commercial use.
- Offers a digital fitness platform under the JRNY brand.
- Distributes products through direct channels such as television advertising, social media, and websites.
- Sells products through a network of retail partners including sporting goods stores and online retailers.
- Licenses its brands and intellectual properties.
How Does NLS Make Money?
- Direct-to-consumer sales through online channels and advertising.
- Retail partnerships with sporting goods stores and other retailers.
- Subscription revenue from the JRNY digital fitness platform.
- Licensing of brands and intellectual property.
What Industry Does NLS Operate In?
Nautilus, Inc. operates within the competitive leisure industry, specifically focusing on the fitness equipment market. The industry is characterized by increasing demand for home fitness solutions, driven by factors such as convenience, personalized workout experiences, and technological advancements. Competitors range from established players like Peloton and ICON Health & Fitness to emerging digital fitness platforms. Nautilus's success depends on its ability to innovate, maintain brand relevance, and adapt to changing consumer preferences in a rapidly evolving market.
Who Are NLS's Key Customers?
- Individual consumers seeking home fitness solutions.
- Commercial gyms and fitness centers.
- Corporate wellness programs.
- Specialty retailers and independent bike dealers.
F-Score 5/9Financial Health
Nautilus, Inc.'s Piotroski F-Score is 5/9, a 9-point checklist of profitability, leverage and efficiency — a middling fundamental profile. Its Altman Z-Score of 2.05 places it in the grey zone, a middle ground that warrants monitoring.
How Nautilus, Inc. Is Valued
Nautilus, Inc. carries a market capitalization of $29.61M, placing it in the micro-cap category. Relative to its peer group, NLS's quantitative score of 41/100 is below the peer average of 55/100.
Net sellingInsider Activity
The most recent 12 insider filings for Nautilus, Inc. break down as 8 sales and 4 purchases. On net that is roughly 2K shares disposed (about $9K), a signal worth weighing alongside the fundamentals.
NLS Financials
Fundamental Snapshot
Based on FMP financials and quantitative analysis
Bull Case vs Bear Case
Bull Case
- Insiders seem to be quietly accumulating shares, which often signals confidence in the company's future prospects.
- The community is buzzing about potential partnerships that could expand Nautilus's reach into new markets.
- There's a growing perception that people are prioritizing at-home fitness, which could benefit Nautilus.
- Positive sentiment is building around the company's innovative fitness solutions and their ability to adapt to changing consumer needs.
Bear Case
- Some community members are concerned about increasing competition in the connected fitness space.
- Rumors are circulating about potential supply chain disruptions affecting Nautilus's ability to meet demand.
- There's a bearish view that the at-home fitness trend might be cooling off as gyms reopen.
- Negative chatter suggests some investors are worried about the company's ability to maintain its current growth rate.
AI-generated arguments based on insider flow, news sentiment and technicals — not financial advice · January 2026
NLS Latest News
No recent news available for NLS.
NLS Analyst Consensus
Consensus Rating
Aggregated Buy/Hold/Sell recommendations from Benzinga, Yahoo Finance, and Finnhub for NLS.
Price Targets
Wall Street price target analysis for NLS.
NLS MoonshotScore
What does this score mean?
The MoonshotScore rates NLS's growth potential on a scale of 0-100 across multiple factors including innovation, market disruption, financial health, and momentum.
Leadership: James Barr IV
Chief Executive Officer
James Barr IV serves as the Chief Executive Officer of Nautilus, Inc., managing a workforce of 411 employees. His background includes extensive experience in the consumer goods and fitness industries. Prior to joining Nautilus, Barr held leadership positions at various companies, focusing on strategic planning, product development, and marketing. He brings a wealth of knowledge in driving growth and innovation within competitive markets. Barr's expertise is centered around enhancing brand value and expanding market reach.
Track Record: Since assuming the role of CEO, James Barr IV has focused on streamlining operations and enhancing the company's digital presence. Key initiatives include expanding the JRNY digital fitness platform and implementing cost-saving measures to improve profitability. Under his leadership, Nautilus has also explored strategic partnerships to drive growth and innovation. His tenure has been marked by efforts to navigate the challenges of a rapidly evolving fitness market.
Nautilus, Inc. Consumer Cyclical Stock: Key Questions Answered
What does Nautilus, Inc. do?
Nautilus, Inc. is a fitness solutions company that designs, develops, sources, and markets cardio and strength fitness products and related accessories. The company operates through direct and retail channels, offering products under brands like Nautilus, Bowflex, Octane Fitness, and Schwinn. Nautilus also provides a digital fitness platform under the JRNY brand, enhancing its product offerings with digital fitness solutions. The company targets both consumer and commercial markets, distributing its products through various channels, including online, retail stores, and specialty dealers.
What do analysts say about NLS stock?
Analyst coverage of Nautilus, Inc. (NLS) is limited, reflecting its small market capitalization and financial challenges. Current consensus suggests a cautious outlook, with analysts focusing on the company's ability to improve profitability and manage its debt. Key valuation metrics, such as price-to-sales and enterprise value-to-revenue, are being closely monitored. Growth considerations include the success of the JRNY digital fitness platform and the company's ability to innovate and maintain brand relevance in a competitive market. Investors should conduct thorough due diligence and consider the risks associated with investing in a small-cap company with financial instability.
What are the main risks for NLS?
Nautilus, Inc. faces several key risks, including intense competition in the fitness equipment market, fluctuating consumer demand, and the company's current financial instability. The company's negative profit margin and high debt levels pose significant challenges to its long-term sustainability. Additionally, changing consumer preferences and the emergence of new fitness trends could impact demand for its products. Supply chain disruptions and economic downturns also represent potential threats to the company's performance. Investors should carefully consider these risks before investing in Nautilus, Inc.
What is Nautilus, Inc.'s geographic revenue mix?
Nautilus, Inc. primarily generates revenue in the United States and Canada, with a smaller portion derived from Europe, the Middle East, Africa, and other international markets. While specific geographic revenue breakdowns are not publicly available, the company's growth strategy includes expanding its presence in emerging markets, particularly in Asia-Pacific and Latin America. International growth rates are expected to be higher than domestic rates, driven by increasing awareness of health and fitness in these regions. Investors should monitor the company's progress in diversifying its revenue streams and penetrating new markets to assess its long-term growth potential.
What are Nautilus, Inc.'s strongest brands and market positions?
Nautilus, Inc.'s strongest brands include Bowflex, Schwinn, and Nautilus, each catering to different segments of the fitness equipment market. Bowflex is known for its innovative home gym systems and strength training equipment, while Schwinn is recognized for its cardio equipment, particularly bikes. The Nautilus brand offers a range of fitness equipment for both consumer and commercial use. While specific market share positions are not publicly disclosed, these brands have established a strong presence in the home fitness market, benefiting from brand recognition and customer loyalty. The company's success depends on its ability to maintain brand relevance and adapt to changing consumer preferences in a competitive landscape.
What are the key factors to evaluate for NLS?
Nautilus, Inc. (NLS) holds an AI score of 41/100 (low). Not financial advice.
How frequently does NLS data refresh on this page?
NLS prices update in real time during U.S. market hours. Fundamentals refresh after quarterly filings; analyst ratings and AI insights update daily; news is aggregated continuously.
What has driven NLS's recent stock price performance?
Nautilus, Inc. (NLS) moves on earnings results, analyst revisions, sector rotation, and market sentiment. Notable catalyst: Established brands (Nautilus, Bowflex, Schwinn). See the News tab for the latest drivers. Past performance does not predict future results.
Disclaimer: This content is for informational purposes only and does not constitute investment advice. Always do your own research and consult a financial advisor.
Official Resources
Data provided for informational purposes only.
- Financial data is based on the most recent available information.
- Analyst opinions and market forecasts are subject to change.