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When Tessema Shifferaw invented the Bowflex machine in 1979 there were very few people who showed interest. Shifferaw, who came from a highly influential and powerful family in Ethiopia, had lost everything when in 1974 Ethiopian Emperor Haile Selassie was deposed. Shifferaw, who was a teen, was in the US at that time attending college in California.

With the demise of Selassie, Shifferaw’s family was arrested in Ethiopia, his father was put to death and the family lost its fortune. With that the young college student had to leave school and drive a cab to survive. After dropping out of school, he went part time to the University of San Francisco where he studied industrial design.
Cook Comes on Board

Brian R Cook was hired to form the company and create some positive commercial buzz. Cook, who is the current chairman and chief executive officer of Direct Focus, came to Bowflex with a solid resume as a financial manager. From 1886- 1987, Bowflex received its first patents and Cook, to no avail, tried to find a company that would distribute the new fitness product.

Then in 1988 Schwinn came on board. Bowflex started to develop a new version of its machine but then in 1990 Schwinn started to suffer from financial problems. Then in 1993, the company went bankrupt.

But all the time, Shifferaw, Cook and other members of the team learned more about the fitness business. Plus, they had managed to free the company from the bankrupt Schwinn Corporation.
Bow Flex, Inc.

The new company that was formed was called Bow Flex, Inc. In 1993, the corporation launched the next generation of its fitness equipment. With $2 million raised from a stock offering, the Power Pro Line from Bowflex was launched. In 1994, it lost close to $0.5 million. But in 1995, for the first time, Bowflex showed a modest profit of $15,000.
Direct Marketing Campaign

It was in 1996 that the company launched its first TV campaign, which caught the eyes of millions of people. In 1997, they started their big infomercial push that promised buyers zero down financing. They also kept the machine out of stores, which meant people could only buy it by calling the infomercial phone number and ordering the machine.

In that year, revenues swelled by 134% as Bowflex saw close to $20 million come into the company.
Changes

Then in 1998, the company changed its name to Direct Focus and also looked to expand its offerings. They created a high-end air mattress, bought Nautilus and by 1999, Direct Focus was a huge success.
Important Dates

Within the history of Bowflex products, there are various important dates. These include the following:

    1979: Tessema Shifferaw invents first Bowflex.
    1986: The founding of Bow Flex of America, Inc.
    1988: Bowflex signs an exclusive distribution agreement with Schwinn.
    1993: Schwinn files for bankruptcy protection and Bowflex regains distribution rights.
    1996: After 15 years, the first widespread direct marketing of Bowflex is seen.
    1998: Bow Flex of America, Inc., changes its name to Direct Focus, Inc.
    1999: Direct Focus, Inc. acquires Nautilus brand.
    2000: Schwinn's fitness equipment division is acquired.
    2001: The StairMaster brand is secured by Direct Focus, Inc.

With all of these changes, Direct Focus, Inc., and the companies before, continued to work towards cornering its corner of the market.
The Bowflex Name

Over the course of many years, the Bowflex brand was defined by some essential characteristics. These included:

    Innovative technology
    Quality products
    Efficient use of space
    Redefining exercise to meet changing lifestyles

Thus, with something as innovative as Tony Horton’s P90X exercise program, the Bowflex dumbbells, which are as unique and different as Horton’s workout system, seem like a good fit. Reading through a Bowflex dumbbells review and information regarding the P90X exercise program makes this clear.

When all is said and done, the history of Bowflex is that of one man’s struggle to survive by finding a creative way of improving the manner in which people workout. The results have often been amazing for both the company and those who purchase their products.

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