Nautilus pumps up profit with new products

Cobalt Designworks owners Jennifer Corio and Dave Frei

Nautilus of VancouverGone are those days. Nautilus has shed quite a few pounds under Cazenave’s guidance and “tight management” of expenses. The company currently employs about 330 people globally, with more than 270 of them based in Vancouver and its distribution center in Portland. At one time in its history, the number was well above a thousand workers.

“The consumer environment is still challenging,” said Cazenave. Banking on what he sees as a strong desire by people to achieve better fitness and overall wellness, Cazenave is dedicated to innovative product creation to drive sales.

He may be right if the current numbers are any indication.

“The operating leverage we have achieved also validates that our plans are working,” Cazenave noted.

The strategy to leave the commercial business and apparel behind has freed the company to set its sights on the household market. Nautilus is now targeting segments that include Yoga, Pilates and DVD products.

In the past six months, Nautilus has released four new products, including its first ever DVD-based interval-training program and devices marketed specifically to men and women in direct marketing campaigns.

“We’ve been laser focused on product innovation to continue to expand our product portfolio,” said Cazenave.

Pricing on the new line starts at about $100. In the past, a customer might expect to pay a small fortune for a huge machine that would eventually end up in the garage collecting dust. Change has come in the form of a new line that is more personal, appears easier to use, and is operated in a myriad of different ways to maximize a workout.

When asked where he sees the company in the next ten years, Cazenave envisions a larger and even stronger financially sound company.

“We’re deeply invested in helping our neighbors,” he said. “We encourage our employees to get out and volunteer in the community and give back.”

The company has donated equipment to local organizations including the Firstenburg Community Center and the Marshall Center and sponsors a “Holiday Helper” program each year.

Most recently, the company announced that it has organized a supply drive to benefit the Crestline Elementary School community, after the school was destroyed in a fire earlier this month.

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