Nautilus brings in agencies to build PR and IR muscle

VANCOUVER, WA: The Nautilus Group, the fitness company behind such brands as Bowflex, Schwinn, and StairMaster, has hired a PR firm and an IR firm in an attempt to increase its visibility on both Main Street and Wall Street.

VANCOUVER, WA: The Nautilus Group, the fitness company behind such brands as Bowflex, Schwinn, and StairMaster, has hired a PR firm and an IR firm in an attempt to increase its visibility on both Main Street and Wall Street.

Nautilus has given the media relations work to Imagio-J. Walter Thompson, while Integrated Corporate Relations (ICR) will handle IR.

While Nautilus has one of the strongest brands in the fitness-equipment space, the company felt its communications effort has not kept up with its growth.

"Our company has grown very rapidly in recent years," said Nautilus CEO Brian Cook. "We went from a single-product direct-marketing company to a multiple-product direct-marketing company. But we haven't done as good a job of getting our story out there."

The newly hired firms each see opportunities for their client.

"They have been conservative in their communications," said Ralph Fascitelli, Imagio president and CEO, adding that while the consumer PR will focus on product lines, the business PR will focus more on Nautilus as a leader in the fitness industry.

"We really want to focus on getting management's story out to the Street," said John Mills, MD of ICR. "They have a strong management team, and a strong balance sheet. That needs to be disseminated."

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