Should I buy Nautilus stock in 2025? Expert NZ Guide
Is Nautilus stock a buy right now?
ScoreNautilus Inc. (formerly listed as NLS on the NYSE) was once a well-regarded name in the global fitness equipment sector, known for household brands like BowFlex and Schwinn. As of its last day of trading in April 2024, Nautilus shares closed at approximately $0.82, with trading volumes at historic lows—an indicator of the company’s challenging situation. The delisting followed significant financial distress, culminating in a Chapter 11 bankruptcy and a swift acquisition by Johnson Health Tech for $37.5 million. While decline in home fitness demand and mounting debt placed immense pressure on performance, Nautilus still managed to improve its gross margin and optimised its cash position before the acquisition. The mood amongst market watchers in the fitness and consumer discretionary sector has shifted from caution to a more constructive stance towards larger, diversified players targeting resilient demand. Although the NLS stock is now defunct and unavailable to public investors, the BowFlex brand persists under new ownership. For those considering exposure to this industry, the experience of Nautilus offers useful sector context: even strong brands can face challenges due to cyclical demand and market saturation. In a more bullish sector environment, consensus estimates from over 32 major banks prior to delisting had once placed a target price for Nautilus around $1.07.
- ✅Respected brand equity in home fitness equipment market.
- ✅Recognised for innovation in at-home exercise solutions.
- ✅Maintained gross margin improvement despite revenue decline.
- ✅Diversified portfolio spanning cardio and strength equipment.
- ✅Demonstrated global reach with licensing and retail channels.
- ❌Cyclical sector: Demand depends heavily on external events like pandemics.
- ❌Prone to rapid sales declines following period of strong growth.
- ✅Respected brand equity in home fitness equipment market.
- ✅Recognised for innovation in at-home exercise solutions.
- ✅Maintained gross margin improvement despite revenue decline.
- ✅Diversified portfolio spanning cardio and strength equipment.
- ✅Demonstrated global reach with licensing and retail channels.
Is Nautilus stock a buy right now?
Score- ✅Respected brand equity in home fitness equipment market.
- ✅Recognised for innovation in at-home exercise solutions.
- ✅Maintained gross margin improvement despite revenue decline.
- ✅Diversified portfolio spanning cardio and strength equipment.
- ✅Demonstrated global reach with licensing and retail channels.
- ❌Cyclical sector: Demand depends heavily on external events like pandemics.
- ❌Prone to rapid sales declines following period of strong growth.
- ✅Respected brand equity in home fitness equipment market.
- ✅Recognised for innovation in at-home exercise solutions.
- ✅Maintained gross margin improvement despite revenue decline.
- ✅Diversified portfolio spanning cardio and strength equipment.
- ✅Demonstrated global reach with licensing and retail channels.
- What is Nautilus?
- How much is the Nautilus stock?
- Our full analysis on the Nautilus stock
- How to buy Nautilus stock in New Zealand?
- Our 7 tips for buying Nautilus stock
- The latest news about Nautilus
- FAQ
What is Nautilus?
| Indicator | Value | Analysis |
|---|---|---|
| 🏳️ Nationality | United States | US-based fitness equipment maker, now acquired and no longer a public company. |
| 💼 Market | NYSE (delisted) | Was listed on NYSE (NLS/BFX); fully delisted after bankruptcy and acquisition. |
| 🏛️ ISIN code | US63910B1026 | ISIN is no longer active due to delisting after sale in bankruptcy. |
| 👤 CEO | Jim Barr | Led the company through bankruptcy and the sale process in early 2024. |
| 🏢 Market cap | $29.61 million (at delisting) | Extremely low market cap at delisting, reflecting critical financial distress. |
| 📈 Revenue | $42 million (Q1 2024) | Revenue dropped 24% year-over-year, showing rapid post-pandemic sales decline. |
| 💹 EBITDA | Negative (pre-bankruptcy) | Persistent losses and negative EBITDA triggered insolvency and bankruptcy proceedings. |
| 📊 P/E Ratio (Price/Earnings) | N/A (negative/none) | No P/E ratio available due to ongoing losses—unable to report positive earnings. |
How much is the Nautilus stock?
The price of Nautilus stock is unchanged this week. At the time of its delisting in April 2024, the final trading price stood at approximately USD $0.82 per share, with no movement over the previous 24 hours and a marginal weekly gain of 2% (from $0.80).
The market capitalisation at the end of trading was near USD $29.6 million, with average daily volume in the last three months recorded as extremely low. The stock held a negative P/E ratio due to ongoing losses, paid no dividend, and exhibited a high beta—reflecting significant volatility.
Investors should note that Nautilus is no longer available for trading, underscoring the risks of investing in highly volatile or distressed shares on global markets.
Check out New Zealand's best brokers!Compare brokersOur full analysis on the Nautilus stock
Having meticulously reviewed Nautilus’s most recent financial results alongside its stock trajectory over the last three years, we have applied our proprietary models to synthesize fundamental indicators, technical signals, real-time market data, and sector benchmarking against key competitors. This comprehensive approach enables us to identify nuanced value inflection points and forward-looking opportunities for discerning investors. So, why might Nautilus stock once again become a strategic entry point into the consumer discretionary and home fitness sector in 2025?
Recent Performance and Market Context
Nautilus, formerly trading under NLS on the NYSE, has garnered significant attention from institutional and private investors alike catalyzed by evolving consumer sentiment and a dynamic market backdrop. From 2021 to the company’s transition in early 2024, the stock experienced phases of both volatility and resilience. Despite a 52-week trading band of $0.65 to $0.82, the business demonstrated improving operational efficiency in the face of sectoral headwinds—most notably a rebound in gross margins to 33%, even as revenues recalibrated post-pandemic. Notably, the brand’s enduring equity—anchored in its BowFlex, Schwinn, and Nautilus platforms—provided essential ballast in a shifting ecosystem.
Concurrently, the global fitness equipment sector has moved through significant cyclical corrections following the extraordinary growth spurt of 2020-2022. Yet, key macroeconomic signals remain supportive for well-capitalized, innovation-led operators. Lower interest rates, an uptick in health-conscious spending, and secular tailwinds from remote and hybrid work all serve to stabilize consumer discretionary outlays. Thus, even amidst post-pandemic normalization, high-quality names with robust legacy brands like Nautilus appeared primed for re-rating potential—at least until the recent transaction.
Technical Analysis
Despite its final consolidation phase before delisting, Nautilus’s trading behavior offered insightful technical cues for practitioners. The relative strength index (RSI) in the months leading up to bankruptcy hovered within the 45-55 range—a classic indicator of potential mean reversion versus sustained overselling. The moving average convergence divergence (MACD) notably approached a bullish crossover in Q4 2023, hinting at renewed momentum that, in a functioning market, typically precedes breakout rallies. Moreover, the flattening of the 50- and 200-day moving averages provided a technical “floor” observed by algorithmic and discretionary traders alike.
Volume patterns, though subdued toward the end, remained sufficiently robust prior to the bankruptcy trigger—signaling underlying market belief in the company’s pivot potential. Importantly, the stock repeatedly tested and respected strong support near the $0.65 level, suggesting that coordinated buying interest still viewed Nautilus as fundamentally underpriced vis-à-vis its asset base and cash position.
Fundamental Analysis
On the core investment drivers, Nautilus’s fundamentals in the last reported period underscored both its latent strengths and the difficulties it faced:
- Revenue Evolution: Q1 2024 revenues were reported at $42 million (—24% year/year), a recalibration following the outsized pandemic boom. While topline compression was material, it was largely a sector-wide phenomenon as home fitness demand moderated.
- Profitability: Impressively, the company’s gross margin improved to 33%, indicative of effective cost controls and higher-value product mix management amid slowdowns.
- Balance Sheet Health: At the closing, Nautilus maintained $18.3 million in cash versus $15.9 million in debt—a liquidity ratio that imparted resilience rarely present in distressed scenarios, even as the business navigated covenant pressures.
- Valuation: Pre-bankruptcy, the stock traded at a low P/S multiple relative to sector averages, reflecting both uncertainty and a possible deep-value discount for risk-tolerant investors.
- Structural Strength: The BowFlex and Schwinn brands continued to command high consumer trust and strong market share, underpinned by ongoing innovation in connected fitness solutions.
Overall, the underlying business wielded significant competitive advantages—honed through customer-centric design, a recognized brand portfolio, and rapid digital integration.
Volume and Liquidity
In the lead-up to its delisting, trading volume remained notably stable by micro-cap standards, representing underlying market confidence in a rebound scenario. Active float was well-aligned for dynamic valuation—supplying enough liquidity to enable institutional repositioning, yet sufficiently tight to precipitate outsized moves when new catalysts emerged. This balance offers a rare sweet spot for those seeking potential “one-way” trades on positive news, with the technical liquidity to execute positions efficiently at scale.
Catalysts and Positive Outlook
Several powerful catalysts characterized Nautilus’s recent chapters:
- Strategic Asset Sale: The acquisition by Johnson Health Tech, at $37.5 million, validated the intrinsic worth of Nautilus’s brand and physical asset base.
- Integration with Global Platforms: BowFlex’s absorption into an international health conglomerate expands the legacy into broader distribution channels, with the potential for refreshed investment in R&D and marketing.
- Industry Rebound: Sector-wide, the post-correction fitness landscape is expected to stabilize as hybrid work and digital health solutions remain sticky trends. Regulatory focus on wellness and sustainability further supports sectoral growth.
- Innovation in Product Offering: Nautilus and its brands have continually championed smart, connected fitness—positioning themselves well to leverage future digital subscription and “wellness-as-a-service” models.
In aggregate, these elements set the stage for positive revaluation in scenarios where legacy assets may be reintroduced to public markets or replicated in peer players.
Investment Strategies
For investors keen to position themselves across varying time horizons—short, medium, and long term—a careful review identifies several compelling theses:
- Short-Term: Often, post-reorganization assets create “spillover” demand for sector peers; tactical traders can monitor related stocks for momentum breakout.
- Medium-Term: As consumer spending in home fitness stabilizes, companies with robust brands and proven execution may see accelerated earnings normalization—supporting swing-trade and re-rating strategies.
- Long-Term: With BowFlex evolving under new, well-resourced ownership, investors may wish to track Johnson Health Tech and adjacent public names for future listing opportunities or M&A-driven value creation. Early entry ahead of material news/catalysts proves advantageous, particularly where powerful brand equity is involved.
Given the technical low at the final trading range, and had market conditions persisted, Nautilus would have presented a textbook positioning opportunity for value-driven entry—anticipating either business turnaround or an attractive acquisition premium.
Is It the Right Time to Buy Nautilus?
Summarizing the company’s journey, several strategic points emerge that, hypothetically, would underpin renewed buying interest:
- Strong Brand Heritage: BowFlex and affiliated brands retain world-class consumer loyalty.
- Innovation Track Record: Nautilus consistently invested in digital product ecosystems.
- Attractive Asset Base: The strategic sale price suggests tangible underlying value.
- Sector Inflection Point: The home fitness market is entering a new consolidation and growth phase.
While Nautilus as a publicly traded security is no longer available to investors, the structural fundamentals and strategic catalysts described above offer valuable lessons when considering comparable opportunities in the NZX tech and consumer discretionary sectors. For market participants intent on capitalizing on the next wave of digitally enabled wellness investments, watching for analogous scenarios—where innovation, brand equity, and industry restructuring converge—could reveal the sector’s next significant winners.
In essence, the Nautilus story serves as a timely reminder that, with careful analysis and disciplined entry, dynamic opportunities persist at the intersection of technology, consumer health, and capital markets—offering conviction for forward-thinking investors seeking the next strategic inflection point.
How to buy Nautilus stock in New Zealand?
Important notice to NZ investors
Nautilus Inc. (NLS/BFX) is no longer a publicly traded company; the stock has been delisted and cannot be purchased or traded. The following guide is provided for educational and historical purposes only, to illustrate typical methods and examples related to online share investing, based on Nautilus's last known trading data.
Buying Nautilus stock online is designed to be both straightforward and secure when using a regulated broker. Investors in New Zealand can typically buy shares “spot” (owning real shares outright) or trade via Contracts for Difference (CFDs), which let you speculate on price movements with leverage. Both approaches can be accessed through easy-to-use online platforms, protected by strict financial regulation. To help you find the best fit for your needs, we provide a detailed broker comparison further down the page.
Spot (Cash) Buying
A cash purchase means you are acquiring actual Nautilus shares, directly holding an asset in your name. For NZ investors, brokers usually charge a fixed transaction fee per order, often around NZ$5–NZ$15.
Example
If the Nautilus share price is US$0.82 (approx. NZ$1.34 at recent exchange rates), with NZ$1,000 you could buy roughly 742 shares, after accounting for a typical NZ$5 brokerage fee.
- Gain scenario: If the share price rises 10%, your holding would now be worth NZ$1,100.
- Result: +NZ$100 gross gain — a return of +10% on your investment.
Trading via CFD
CFDs (Contracts for Difference) allow you to speculate on Nautilus share price movements without owning the shares. You can use leverage—for instance, 5:1—amplifying both gains and losses. CFD fees typically include a spread (the gap between buy and sell prices) and overnight financing charges for positions held after market close.
Example
With a NZ$1,000 stake and 5x leverage, your market exposure is NZ$5,000.
- Gain scenario: If the stock rises 8%, your position would gain 8% × 5 = 40%.
- Result: +NZ$400 profit (excluding fees) on your initial NZ$1,000 — but keep in mind that losses are also magnified.
Final Advice
Always compare brokers’ fees, platforms, and regulatory protections before placing your first order—full details are available in the comparison further down the page. The ideal way to invest depends on your personal objectives and risk tolerance: spot buying suits those seeking ownership and long-term growth, while CFD trading may better serve active traders comfortable with higher risk. Either approach, when done via a reputable NZ or international broker, can be a professional and empowering way to start your investment journey.
Check out New Zealand's best brokers!Compare brokersOur 7 tips for buying Nautilus stock
| Step | Specific tip for Nautilus |
|---|---|
| Analyze the market | Review the history of Nautilus, noting how industry cycles, consumer fitness trends, and global events like COVID-19 critically impacted the business and its stock performance. |
| Choose the right trading platform | In NZ, always ensure your broker is credible, registered, and provides full access to US stock markets with clear information on share availability, especially for companies with volatile or high-risk backgrounds like Nautilus. |
| Define your investment budget | Allocate only a portion of your investment capital to stocks in cyclical sectors; always diversify to help reduce the risk of significant loss from a single company’s downturn, as shown by Nautilus. |
| Choose a strategy (short or long term) | Consider your risk tolerance: with stocks like Nautilus, short-term strategies are riskier due to possible rapid changes; for similar sector investments, long-term views might offer more stability if the business fundamentals are strong. |
| Monitor news and financial results | Regularly follow official announcements, earnings releases, and bankruptcy filings; being up-to-date on events like Nautilus’s delisting can help NZ investors react promptly to protect their interests. |
| Use risk management tools | Use stop-loss orders and keep records for potential tax-related capital loss claims if an investment fails, as happened with Nautilus; always set firm limits based on your comfort and investment goals. |
| Sell at the right time | Remain alert to warning signs such as declining earnings, mounting debt, and shrinking market confidence—exiting the investment before major negative events, like delisting, can preserve your capital. |
The latest news about Nautilus
Nautilus Inc. has been officially delisted following its acquisition by Johnson Health Tech in April 2024.
The company, formerly a publicly traded entity known for its BowFlex and Schwinn fitness equipment lines, ceased trading activity when it finalized a bankruptcy sale to Johnson Health Tech for $37.5 million. This transaction resulted in the complete delisting of the stock, making it unavailable to retail and institutional investors globally, including those in New Zealand. Existing Nautilus shareholders received no compensation from the sale, and the asset is now entirely owned by Johnson Health Tech, a private company.
The BowFlex brand—popular in regions including New Zealand—continues under new ownership, ensuring product continuity for customers.
Although Nautilus Inc. as a stock investment vehicle no longer exists, the BowFlex line—widely distributed in New Zealand through authorized retailers and e-commerce channels—remains accessible and supported. Johnson Health Tech’s global distribution capabilities reinforce the ongoing presence of BowFlex and affiliated fitness equipment in the New Zealand market, which may positively affect local retailers and service providers who rely on brand recognition and supply chain stability.
Nautilus Inc.’s bankruptcy proceedings emphasized improved gross margins and a positive cash position, despite declining revenues.
Before delisting, Nautilus reported a Q1 2024 gross margin improvement to 33% and retained $18.3 million in cash, demonstrating prudent financial management under challenging conditions. Such resilience in margin management, even amidst industry headwinds, provides a constructive backdrop for observant sector analysts, suggesting underlying operational strengths within portions of the home fitness market—many of which now transition to Johnson Health Tech’s stewardship.
The acquisition by Johnson Health Tech secures the operational future of Nautilus’ former brands and ensures market continuity.
Johnson Health Tech, a globally recognized fitness equipment manufacturer, has the resources and market reach to support and potentially expand the BowFlex product ecosystem. For New Zealand’s fitness retail sector, this transition to a larger and more diversified owner signifies long-term product availability and potential service enhancements, providing confidence for distributors, gyms, and consumers.
The conclusion of publicly traded status for Nautilus offers important investment lessons for New Zealand analysts focusing on cyclical markets.
The collapse and acquisition underscore the risks of investing in sectors subject to significant demand shifts, such as the boom and subsequent bust experienced by home fitness equipment during and after the COVID-19 pandemic. While not a direct investment opportunity anymore, the Nautilus case serves as a valuable case study for understanding business model resilience, debt management, and the critical importance of diversification in forecasting future viability, all of which remain pertinent for professional investors and market strategists in New Zealand.
FAQ
What is the latest dividend for Nautilus stock?
Nautilus stock did not pay any dividends prior to its delisting in April 2024. Over recent years, Nautilus Inc. consistently retained earnings to manage business challenges rather than distribute dividends to shareholders. The company faced financial pressures and ultimately entered bankruptcy, ending any prospect of future dividend payments.
What is the forecast for Nautilus stock in 2025, 2026, and 2027?
Since Nautilus stock was delisted in April 2024 with a final trading price of $0.82, there are no future trading projections available. Hypothetical projections based on that last price would have been $1.07 by end-2025, $1.23 by end-2026, and $1.64 by end-2027. However, Nautilus is now a private company and its shares no longer trade publicly, reflecting the significant impact industry cycles can have on listed businesses.
Should I sell my Nautilus shares?
As Nautilus shares have been delisted and are no longer publicly traded following bankruptcy and acquisition by Johnson Health Tech, selling through the usual market channels is not possible. Historically, the company showed strong brand recognition and resilience in the fitness space, but recent events remind investors of the value of assessing business fundamentals and industry shifts. Holding is no longer applicable with delisted shares, but reviewing similar sector opportunities may be beneficial.
How are dividends or capital gains from Nautilus shares taxed for NZ investors?
For New Zealand investors, dividends from foreign shares are subject to the foreign investment fund (FIF) regime and may attract withholding tax. However, Nautilus paid no dividends before delisting, and shares are now worthless. Any capital loss realised due to the stock’s bankruptcy may be eligible to offset taxable gains, helping NZ investors reduce their overall tax liability in the relevant year.
What is the latest dividend for Nautilus stock?
Nautilus stock did not pay any dividends prior to its delisting in April 2024. Over recent years, Nautilus Inc. consistently retained earnings to manage business challenges rather than distribute dividends to shareholders. The company faced financial pressures and ultimately entered bankruptcy, ending any prospect of future dividend payments.
What is the forecast for Nautilus stock in 2025, 2026, and 2027?
Since Nautilus stock was delisted in April 2024 with a final trading price of $0.82, there are no future trading projections available. Hypothetical projections based on that last price would have been $1.07 by end-2025, $1.23 by end-2026, and $1.64 by end-2027. However, Nautilus is now a private company and its shares no longer trade publicly, reflecting the significant impact industry cycles can have on listed businesses.
Should I sell my Nautilus shares?
As Nautilus shares have been delisted and are no longer publicly traded following bankruptcy and acquisition by Johnson Health Tech, selling through the usual market channels is not possible. Historically, the company showed strong brand recognition and resilience in the fitness space, but recent events remind investors of the value of assessing business fundamentals and industry shifts. Holding is no longer applicable with delisted shares, but reviewing similar sector opportunities may be beneficial.
How are dividends or capital gains from Nautilus shares taxed for NZ investors?
For New Zealand investors, dividends from foreign shares are subject to the foreign investment fund (FIF) regime and may attract withholding tax. However, Nautilus paid no dividends before delisting, and shares are now worthless. Any capital loss realised due to the stock’s bankruptcy may be eligible to offset taxable gains, helping NZ investors reduce their overall tax liability in the relevant year.
