The Nautilus Group changes strategy, structure

VANCOUVER, WA: As fitness company The Nautilus Group develops a new business model, the company has created the new position of SVP of corporate communications.

VANCOUVER, WA: As fitness company The Nautilus Group develops a new business model, the company has created the new position of SVP of corporate communications.

Ron Arp will join Nautilus later this month in that new position, overseeing all external and internal communications, as well as corporate philanthropy. He will report to CEO Gregg Hammann.

Arp, a 16-year veteran of Fleishman-Hillard, is currently GM of the agency's Portland, OR, office. Fleishman is currently searching for Arp's successor.

As one of the dominant fitness brands, Nautilus is going to change the way it sells its products, from a direct marketing approach to having its products, including Bowflex, available through retailers.

"Since the company has been almost exclusively a direct [marketing] model, it hasn't focused much on communications or credibility building, said Arp. "They are developing a multiproduct, multichannel strategy, with a focus on innovation."

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