Bowflex vs NordicTrack: Which Home Gym Brand Is Actually Worth Your Money?

But the two brands are not the same company chasing the same goals, and a lot has changed recently. Bowflex went through a bankruptcy and change of ownership in 2024, and NordicTrack has continued leaning hard into its iFIT ecosystem. If you are trying to decide where to put your money in 2026, you need more than a spec sheet comparison. You need to understand who actually owns these brands now, how their equipment differs in real use, and which one fits your goals, space, and budget.

This guide breaks down everything you need to know, from company history and current ownership to strength training philosophy, cardio equipment, smart features, pricing, and long term reliability.

A Quick Look: Bowflex vs NordicTrack at a Glance

Company Background: What Happened to Bowflex, and Where Does NordicTrack Stand Today?

Before comparing treadmills and dumbbells, it helps to understand the business story behind each brand, because it directly affects product support, warranties, and long term reliability.

Bowflex’s Bankruptcy and New Ownership

Bowflex is now owned by Johnson Health Tech, which acquired the brand’s assets through a Chapter 11 bankruptcy sale in 2024 for approximately $37.5 million. Since the acquisition, Bowflex has continued operating under its new parent company.

NordicTrack’s Position Under iFIT

NordicTrack has had a more stable ownership path. It operates under iFIT Health and Fitness, which also owns ProForm and Freemotion. NordicTrack’s strategy has centered heavily on its iFIT content platform, which pairs equipment with live and on demand trainer led classes filmed around the world. This subscription first approach has become the backbone of nearly every NordicTrack product, from budget treadmills to premium studio bikes.

NordicTrack has not faced the same financial turbulence as Bowflex in recent years, which gives it an edge in terms of predictability for buyers who want long term software support and consistent product availability.

Strength Training: Where Bowflex Has the Edge

If your main goal is building strength at home, Bowflex is generally the stronger choice, and it is not particularly close.

Bowflex SelectTech Dumbbells and Adjustable Kettlebells

The SelectTech line remains one of the most popular adjustable dumbbell systems on the market. Instead of storing a full rack of individual dumbbells, you get one compact pair that adjusts in weight with a simple dial, typically ranging from 5 to 52.5 pounds per dumbbell depending on the model. For apartment dwellers or anyone short on space, this is a genuinely useful design.

Bowflex also offers:

• Adjustable kettlebells that replace multiple traditional kettlebells
• Compact home gym systems like the Bowflex PR1000 and Xtreme series, which use resistance rods instead of free weights
• Adjustable weight benches designed to pair with SelectTech dumbbells
• The Bowflex Max Trainer, a hybrid stepper and elliptical that blends cardio with strength intervals

NordicTrack’s Strength Offerings

NordicTrack does sell strength equipment, including the NordicTrack Fusion CST, which combines cardio and functional strength training in one machine, along with select dumbbell and kettlebell products. However, strength training has never been the core identity of the brand. Its catalog is noticeably thinner here compared to its cardio lineup, and most of its strength focused machines lean toward functional training rather than traditional free weight lifting.

If building muscle with dumbbells, benches, and compact home gym setups is your priority, Bowflex is the more natural fit.

Cardio Equipment: Where NordicTrack Pulls Ahead

Flip the script to cardio, and NordicTrack becomes the stronger contender.

NordicTrack Treadmills, Bikes, and Ellipticals

NordicTrack’s treadmill lineup, including the Commercial series and its incline trainers, is widely regarded as some of the best in the connected fitness space. Many models feature large touchscreens, automatic incline and decline adjustments that sync with instructor led routes, and studio quality build. NordicTrack’s incline trainers in particular are known for offering true decline settings alongside steep inclines, which is not something every competitor offers.

The brand’s rowing machines, exercise bikes, and ellipticals follow the same formula, combining solid mechanical hardware with the iFIT software layer that adjusts resistance and incline automatically based on the trainer’s on screen workout.

Bowflex Cardio Machines

Bowflex is not absent from the cardio category. Its Max Trainer line has a dedicated fan base for its compact footprint and efficient interval based workouts, and Bowflex also offers treadmills and exercise bikes through its Schwinn affiliated lineup. That said, the overall breadth and premium tier options are narrower than what NordicTrack offers, especially at the higher end of the treadmill and incline trainer market.

Smart Features and App Ecosystems: JRNY vs iFIT

Both brands have leaned into connected fitness, but their approaches differ in scope and depth.

Bowflex JRNY

JRNY is Bowflex’s adaptive fitness platform. It builds workout plans that adjust based on your performance and offers guided coaching on compatible equipment. It is generally considered simpler and less content heavy than iFIT, with a narrower workout library, but it is also more budget friendly and easier to navigate for beginners who do not want an overwhelming number of options.

NordicTrack iFIT

iFIT is a much larger operation, offering thousands of studio and outdoor filmed workouts led by professional trainers, along with global route simulations where your treadmill incline or bike resistance automatically matches the terrain in the video. As of 2026, iFIT offers tiered membership plans, generally referred to as Train and Pro, with the Pro tier built for equipment with integrated touchscreens and priced around 39 dollars per month. Existing members are typically grandfathered into their current pricing when new tiers roll out, though this can change, so it is worth checking iFIT’s official membership page for current terms before buying.

The tradeoff is straightforward. iFIT delivers a more immersive, content rich experience, but it comes at a higher recurring cost and, in many cases, is required to unlock the full functionality of the equipment you already paid for. JRNY tends to be less demanding on your wallet but also less feature dense.

Pricing Comparison: What You Can Expect to Pay

Exact pricing shifts often with sales events, financing promotions, and seasonal discounts, so treat the figures below as general ranges rather than fixed numbers. Always check current pricing directly on each brand’s website before making a decision.

Generally speaking, Bowflex tends to be the more budget-conscious option, particularly for strength equipment, while NordicTrack’s premium cardio machines and iFIT subscription can add up to a noticeably higher total cost of ownership over a few years. Prices change frequently, so it is worth checking the current pricing on the official website before making a decision.

Build Quality and Durability

Both brands manufacture equipment that is generally considered durable for home use, though neither is typically built to the same commercial-grade standard as equipment found in professional gyms.

Johnson Health Tech has extensive experience manufacturing both commercial and residential fitness equipment. While it is still too early to assess the long-term impact of its acquisition of Bowflex, many buyers view the company’s manufacturing expertise as a positive for the brand’s future.

NordicTrack’s higher-end machines, particularly its Commercial Series treadmills and bikes, are generally well regarded for their sturdy frames and reliable motor performance, which is one reason they command higher prices. Entry-level NordicTrack models, like entry-level Bowflex equipment, may show more wear over time with heavy daily use.

As with any home fitness equipment, it’s worth reviewing the warranty terms and recent customer feedback for the specific model you’re considering, as build quality and long-term durability can vary across product lines.

Space and Design Considerations

If you live in a smaller home or apartment, this is an important factor.

• Bowflex generally wins on space efficiency, particularly with its adjustable dumbbells and compact resistance rod home gyms, which are designed specifically to replace bulky equipment.
• NordicTrack equipment, especially its treadmills and incline trainers, tends to have a larger footprint, and some models are quite heavy, which is worth factoring in if you plan to move the equipment often or live in a walk up apartment.

Which One Should You Choose?

There is no single right answer here. The better brand depends on what you are actually trying to accomplish.

Choose Bowflex If You:

• Prioritize strength training over cardio
• Have limited space and want compact, multi function equipment
• Want a more budget friendly entry point into home fitness
• Prefer a simpler app experience without a heavy content library

Choose NordicTrack If You:

• Prioritize cardio training, especially running, walking, or cycling
• Want an immersive, trainer led workout experience with global scenery
• Are willing to invest in a monthly subscription for a deeper content library
• Want access to some of the most advanced treadmill incline technology available for home use

Some households end up with a mix of both, using Bowflex dumbbells or a compact home gym for strength days alongside a NordicTrack treadmill or bike for cardio sessions. That combination is not unusual and can make sense if your budget allows for it.

Final Thoughts

Bowflex and NordicTrack are not really direct competitors trying to do the same thing. Bowflex has built its identity around strength training and space saving design, and its recent acquisition by Johnson Health Tech appears to have stabilized the brand’s future after a rocky 2024. NordicTrack has doubled down on cardio equipment paired with its iFIT content platform, offering an experience that feels closer to a boutique fitness studio than a basic home gym.

Before buying from either brand, it is worth checking recent customer reviews for the specific model you are considering, confirming current warranty terms, and factoring in any required subscription costs into your total budget. Fitness equipment is a meaningful investment, and taking a few extra minutes to compare current pricing and specs directly on each brand’s website will help you make a decision that fits your goals and your space.

Frequently Asked Questions

Is Bowflex still in business in 2026?

Yes. Bowflex filed for Chapter 11 bankruptcy in March 2024, but its assets were acquired by Johnson Health Tech later that year. The brand continues to manufacture and sell products, including its SelectTech dumbbells and home gym systems, under its new ownership.

Is NordicTrack owned by the same company as Bowflex?

No. NordicTrack is owned by iFIT Health and Fitness, which also owns ProForm and Freemotion. Bowflex is a separate brand, now owned by Johnson Health Tech, which also owns Matrix Fitness, Horizon Fitness, and Vision Fitness.

Do I have to pay for a subscription to use Bowflex or NordicTrack equipment?

In most cases, you can use both brands’ equipment in a basic manual mode without an active subscription. However, the interactive, trainer led features that make these machines stand out, such as automatic incline adjustments and guided coaching, typically require an active JRNY or iFIT subscription.

Which brand is better for building strength?

Bowflex is generally considered the stronger option for strength training, particularly because of its SelectTech adjustable dumbbells and compact home gym systems. NordicTrack’s strength offerings are more limited and tend to focus on functional training rather than traditional free weight lifting.

Which brand is better for cardio and running?

NordicTrack is generally the stronger choice for cardio, especially for treadmill and incline training. Its Commercial series and incline trainers are widely regarded as some of the most advanced options available for home use.

Are Bowflex adjustable dumbbells safe to use?

Most Bowflex adjustable dumbbells are safe when used and maintained according to the manufacturer’s instructions. That said, a recall was issued in 2025 covering the SelectTech 552 and 1090 models sold between 2004 and 2025 due to a risk of weight plates detaching. If you own or are considering buying one of these models secondhand, check the official recall notice from the Consumer Product Safety Commission for details on eligibility and remedies.

Is it worth buying used Bowflex or NordicTrack equipment?

Buying used equipment can be a cost effective option, but it is worth verifying the model number against any active recalls, checking whether the warranty is transferable, and confirming that any required companion app or subscription is still fully supported for that model.

Can I use Bowflex or NordicTrack equipment without an internet connection?

Yes, many Bowflex and NordicTrack machines can operate in a basic manual mode without internet, but app features, interactive workouts, and some setup or console functions may still require Wi‑Fi depending on the model.