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Home > Company Index > Consumer Products-Durables  > Sporting Goods > Direct Focus, Inc.

Direct Focus, Inc.
Nasdaq: DFXI
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 PROFILE
Direct Focus wants to pump you up ... and then put you to sleep. The company markets Bowflex (which accounts for almost 90% of sales) and Nautilus fitness equipment. Bowflex equipment, which uses special rods to provide resistance, is marketed to home users through TV ads, the Internet, and direct mail. Direct Focus began marketing its high-tech air mattress, Instant Comfort (now the Nautilus Sleep System), in 1998, hoping to cash in on the $6 billion US mattress market. The company purchased Nautilus International in 1999. Direct Focus developed a new line of Nautilus products, including free weights and other gym equipment, for home fitness use.

 COMPETITION
Cybex International, Inc. (CYB)
ICON Health & Fitness, Inc. (dossier)
Select Comfort Corporation (SCSS)

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 FINANCIAL OVERVIEW
Fiscal Year-End: December
2000 Sales (mil.): 223.90
1-Yr. Sales Growth: 85.0%
Employees: 398
Revenue per employee: $562,562.81

 KEY PEOPLE
• Brian R. Cook
    CEO
• Rod W. Rice
    CFO

 CONTACT INFO
1400 NE 136th Ave.
Vancouver, WA 98684
US
Phone: 360-694-7722
Fax: 360-694-7755
Online: Web Site

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