Since Soloflex’s are built like a tank, we’ve been having great success selling refurbished Soloflex machines. Once we get them, we go through a thorough process of stripping them down, repainting them, replace any missing or damaged parts and and send them out with all new straps. Just like new. We have barely been able to keep up with the demand. So my question is this…
Is there a market for brand new Soloflex machines? Would relaunching and marketing the Soloflex as the original and the best barbell machine really have broad appeal in 2009? If we did bring it back, what model do you believe is the best? Is it the original with the 90 degree welded mainframe, wood bench and welded lever arm? Or is the latest model of the Soloflex the best? Do you like the bent frame and fully padded bench? Which would you rather buy? Why do you believe one would sell better than the other?
I know many of you have already voiced your opinion about the original, thank you for the input! No matter what we decide, we will always put out the best Soloflex we can. New or refurbished. And yes, they will always be made in the US.
versus
August 2, 2009 at 9:10 pm
I prefer the newer model with the curved frame and curved barbell arm, BUT I think using the wooden (or bamboo as was mentioned elsewhere) bench would still be the best choice.
August 2, 2009 at 9:30 pm
Forget the 30 year Anniversary thing, it is already beyond 30 years anyway. I thought you were just going to be once offering the Soloflex new again. You asked is there a market for it? Why would there not be? Weightlifting hasn’t changed, people still want a safe way to lift at home that mimics barbell training. Would it have broad appeal in 2009? Well, if you market it and price it right people will want it, that is up to you. If you don’t advertise it then there will be no demand. If you believe that you can continue to obtain units to refurbish and want to go that direction I guess just forget offering new machines too because the price will be too high most likely. I feel a new Soloflex should be around the prices you’re asking for refurbished.
I only saw one person make mention of the original frame, the bent frame is much more appealing and needs to stay. Others were only saying to bring back the original oak bench not the old original design of the machine, as we’ve used both benches and some prefer the original wood one for the reasons mentioned. Why not just offer both the oak and padded benches, have the option so people can choose? Some would want a full pad, others will want the “retro” wood bench option. Keep everything else the same as it was when last offered though as the other changes made over time were for the better.
To be blunt, the pricing and gadgets got way out of hand. $1950 for a Soloflex with attachments is way too much. I would never pay that. The WBV is totally not needed and should only be an option at best. It seems to me Soloflex gave up marketing the machine yet kept raising the price, making it hard to compete with Bowflex. A new Soloflex should always be an option, I guess the company has to ask itself how committed they are to advertising it and marketing against the Bowflex. Run some commercials like they do, make it known to the masses again and it would sell, if the price is right. Older people will remember it from before and many will want it to get back in shape, and new generations will see it as a real contender, only if you’re serious about putting it out there and commit to it. Nothing has changed really, there will always be a demand for home gyms, and Soloflex is as good as any. Price it more realistically, given the simplicity, it shouldn’t cost so much and more will be able to buy it. You can get a new base Bowflex for only $650, then they have models that go up from there.
Or, as a different direction, totally redesign the Soloflex to freshen up and modernize the design and incorporate the changes mentioned by many. Lower and lengthen the bench, redesign the leg extension so it at the standard height of the bench and make it wider for larger users. Offer new color options for the machine- blue, red, yellow, and black, etc. That would make it appealing to many who want something unique. Also, offer package options. Base unit only, unit with attachments, bench options, WBV option, and the new option that includes weight plates standard… and make a 25lb. Soloflex plate.
August 2, 2009 at 9:34 pm
Molly,
That’s a very good question. We all here love the machine, in all it’s forms, each with our own preferences in year and model. All the variations get the job done… That’s for sure. But which variation would be worthy of a 30th Anniversary Model, as well as the return all together?
Well, that depends. I have my preferences as I stated before, but after futher thought regarding which model if I had the choice to make… It would be BOTH, in one. A melding of the best from both the beginning and the last versions.
From over 25 yrs of using one and as an engineer, I’d definitely ensure the mainframe be 90 degrees… Welded or Bent. Even my wife notices the difference and says if she had to choose, she’d pick the older one or whichever had the “straight up and down bar” as she put it. She says she notices the difference on the leg presses especially. I agree.
I would issue the hardwood bench again and offer or include the pad as an option… Even bamboo as someone stated… But oak would be nice too. I would definitely embed a special 30th signifier of some sort as I said before. A antique brass round medallion located towards the front. Where it reads “SOLOFLEX” on the padded version.
The Leather Saddle would be great, almost a must.
Two, maybe three Roman Chair Pin position options.
Did I mention a 90 degree Mainframe? Just kidding:-)
An updated Dip Bar that doesn’t destroy the finish of the Lever -Arm. Not hard to do, slight alteration, I can help.
And maybe an epoxy semi-gloss or flat finish.
Pretty close to the pre-’85 models. With a few alterations. They were the best.
August 2, 2009 at 10:17 pm
wow, that was fast. I’ll get dad to read these comments. I think it’s really important to have an open mind about tweaking things here and there. Like the length of the bench, the exact degree of the frame, etc. We will seriously consider all these suggestions. Dad likes the some of the design features of the older models too.
I proposed the wood bench as an option because I think it looks really cool but others are not as keen on that option. We’re getting a bid to see if it’s viable. I’m haven’t given up on the idea.
It almost impossible to compete with Bowflex on price. They make them in China and they’re constantly being recalled for breaking. It’s apples and oranges. High quality anything, comes at a price. We try and keep prices down as much as we can.
August 2, 2009 at 10:18 pm
I would definitely prefer the bent frame vs. a welded one, much more visually appealing too. I didn’t realize later models weren’t 90 degrees though. I guess it is angled slightly forward? Why was that done? That would explain why I’ve found it harder to get into the leg press on my machine than on the older one my dad had back home.
I like my idea of offering color options, whether or not a redesign is done or not. Imagine a Soloflex in yellow with black end caps and bench! Or blue with the silver Soloflex lettering, and the wood bench! How cool would that be? It would jazz it up a little and appeal to younger users to have a choice of colors and other options like a base system with Soloflex weight plates standard.
August 3, 2009 at 6:28 am
It might be well received as a “anniversary” model. However, the deeper question may be “Is there a market for a lower priced, refurbished SoloFlex?”. I (like many I suspect) just got mine nearly new (with attachments) for $0. I’ve seen 2 that were headed for the scrap yard in the last month alone. You’ve got a great product; knock that price down, run the ads again, and turn this ship around!
August 3, 2009 at 7:01 am
My intuitive side is getting the sense that the word “Classic” sometimes feels old. Whether it’s “Classic” Soloflex or Soloflex “Classic”. And,the “30 year anniversary” model approach also feels stodgy. Do we really need to emphasize these things in the marketing? I guess it boils down to who is the primary target market with this relaunch? Based on what everyone has said, I think these are the factors that a majority of people will respond to: Drop the “Classic”. Drop the “Anniversary”, Drop the Leg and Butterfly attachments….get back to BASICS. If you decide to offer new machines….the Soloflex name speaks for itself…it has been the flagship product of the company. In my opinion these are the central talking points:
SOLOFLEX
-Made in USA
-Made from strong structural steel. (Lasts a Lifetime…and more)
-Frame bent to 90 degrees. (For a precision fit and feel)
-Flat Black Paint. (No chipping-timeless-functional)
-Bamboo Wooden Bench. (Sustainablity and Beauty merge)
-Choose Your Resistance (Free Weight Plates or Weight Straps)
-Soloflex Seven: (List of 7 exercises that give you a great workout)
Soloflex
Lift for Life (New Byline for Relaunch)
Yes, tubing can be offered for those that want more variety.
No other machine on the market combines wood with steel..also gives user a back to nature mentality…gives it warmth but yet strong. Has the “Spa Feel”. I believe this would appeal to men but especially new women contemplating a home gym purchase.
I can see the New York Times article now…
SUSTAINABLE SOLOFLEX WITH NEW BAMBOO BENCH
This article can be part of the story behind Soloflex getting back to basics and embracing sustainable business practices with it’s solidly built USA made Soloflex Machine. Story of how a new generation of the family owned business is putting mark on company’s direction.
August 3, 2009 at 11:02 am
I prefer the 90′ model with the wooden bench. Very basic in style form and function. However, I bought the rubber pad years ago for the wooden bench and sometimes I use it. Sell it with the wooden bench and offer the rubber pad as an option. Also, bring back the bungees. 25lb rubber plates at around $100/pair. Flat black paint finish. I just repainted an early model with flat black camo paint and it looks brand new. I’m refinishing the bench also. Consider the location of manufacturing the Soloflex. There are a lot of areas in this great country that could use a shot in the arm. To keep health costs down how about making a deal with the gov’t, a Soloflex in every home. Or the military industrial complex, a Soloflex or 2 or 3 on every military installation to keep our soldiers in shape. They could make it a part of their PT program. Gotta get back to work, big brother is watching.
August 3, 2009 at 1:57 pm
I spoke with some of my students and they all agree with Rob that the monikers “Classic” and “Anniversary” are not something they are interested in. If Soloflex wants to target a new generation, then Soloflex needs to treat them as they treated us older folks (when we were young). I personally agree that using Classic and Anniversary seem to indicate an older target audience.
People buy from the company because they want reliability and support. THIS is something that MUST be maintained in the customers’ minds if you want their support. BRING BACK the 5 year warranty (it used to be 10 years). Dropping the warranty to 1 year gives the Soloflex brand a sense of “cheapness” that I think needs to be avoided. The only thing that Soloflex might have to actually replace in 5 years are the bands as everything else you make is rock-solid. I always loved the moment in the commercial where the narrator states that “…if you are tough enough to wear out the bands in five years, we will replace them for free..”. THAT ONE STATEMENT convinced me to buy TWO Soloflex MM.
On another note. BRING BACK the Compound Barbell. These things sell from more than original cost on Craigslist because they are so rare. I would purchase another one the day they become available.
As was said earlier…get rid of the butterfly and the leg attachments. Too expensive, too bulky, too time-consuming. Stick with a basic design. SIMPLICITY is the key.
August 3, 2009 at 5:31 pm
My vote is for the 1984-85 era model, including all the original parts & pins that came stock with it.
I say keep it simple, but offer two models:
- Classic Soloflex Muscle Machine (1984-85 era, no butterfly or leg extension, but include curl tubes, roman chair pin, dip bar, & iron plate attachment rods)
- and for those who want all the bells & whistles keep offering the refurbs with the attachments.
But above all else, market the freeweight adaptability.
August 3, 2009 at 6:03 pm
Hi
Relaunching and marketing the Soloflex as the original and the best barbell machine really have broad appeal in 2009?
I like the original Version. It is really the ultimate muscle machine. If you take your time and learn to understand this powerful machine you will be amazed at the results!!!!!!!
Best Regards,
M
August 3, 2009 at 7:29 pm
Make the bench oak- symbolizes strength and durability, like the rest of the machine, and the body you can build too. Also, go back to the one piece load pin. I liked it much better as it made changing between exercises MUCH faster than the two piece one you have to screw together. The one piece also helped with the “floating” aspect of the barbell arm too. I know the one piece pin lifted off the back of the frame a little where it hooked around as you worked out, but it never came off or anything. I liked the faster changes it allowed. Give me that and an oak bench on a new machine and I’d be happy. I agree, the attachments could be gone, they were cumbersome anyway, taking away from the simplicity of the base machine. Just calling it Soloflex is all you need.
August 3, 2009 at 7:59 pm
I’m just glad to hear that there is a possibility that you might reproduce either one! Well, on second thought, how about offering first class restorations of both models, instead of only one new model? Wouldn’t that be more cost effective? As a former antiques dealer I’d prefer a factory restored original over a repro, especially if it could be purchased for less. Soloflex fans would have a choice of models and your family wouldn’t have to vote on which model to manufacture. Everyone could just chill.
August 4, 2009 at 8:22 am
Referring back to the post demanding that Soloflex spend more money on advertising is ludricious. There is a reason that Soloflex sells itself; results and craftsmanship. I would much rather Soloflex use these monetary resources into bringing the Soloflex Muscle Machine back to market (refurbished or new), and extend the warranty on the unit and the bands as they once were. When Soloflex made the statement, ““…if you are tough enough to wear out the bands, we will replace them for free..”, I knew I was investing in a solid piece of exercise equipment. As for the benches, I prefer the padded, as the wooden bench ages the Soloflex, but again, this preference should be made by the person buying the unit. Leave the Soloflex color alone, the classic black is a piece of art. Offering the Soloflex in more colors will only cause the price to increase as these materials will have to be paid for by someone, and one person wanting a yellow or blue Soloflex will not pay for the investment of materials. The Attachments are all extremely useful and need to be made available to accomodate all consumers, as the final say so in what add-ons to include should be made by the consumer.
August 4, 2009 at 2:05 pm
Dan’s probably right on. A reasonable price coupled with some advertisement will be key to getting the MM to market.
August 4, 2009 at 3:50 pm
Exactly, nothing just magically sells itself. That is why they discontinued it in the first place I imagine. In the heyday Soloflex was everywhere, TV, magazines, etc. Then came along Bowflex and they advertise like crazy. If you sell more machines because of the advertising then it pays for itself many times over. You can’t just rely on the old reputation alone now and expect people to want it. The multiple color suggestions were a way to modernize for the younger generation, Molly said they want people in their 20′s and 30′s to buy them so make it more appealing. Of course black will always be available, but like cool cars, and Ipods, and other things, having more choices appeals to more people, especially young adults. Black is boring to them. Other home gyms out there have colors available now, Powertec and Bodycraft too. They could paint them to order anyway, not make a bunch in advance. Simply having the option and refreshing a classic design is a smart option.
Not sure how a wooden bench ages it, makes it unique, and much more sturdy and durable than any cheap padded bench like on other machines. I’ve used both and while a full pad sounds nicer, the wood is more practical. Once again, nothing wrong with having a choice. You can’t just do the same old thing and expect better results. Of course it is made well but that alone with no marketing won’t sell them enough to keep in production. I would do a commercial and compare a Soloflex side by side with Bowflex to show the quality difference, then break out the free weights and show that you can’t do that on Bowflex at all.
August 4, 2009 at 8:26 pm
I would cite Henry Ford: “Any customer can have a car painted any colour that he wants so long as it is black.” Black has to be the color–timeless, designerly, elegant.
I tend to like the bent frame which makes the machine look like a piece of art. The wood seat looks amazing, but I would be concerned with sliding on inclined bench exercises.
As for extra improvements, I would like to see the floating arm have more “float.” It’s still too easy to cheat and not get the full effect.
I would tend to do away with most of the accessory (butterfly, leg extension). Then market toward multi-joint exercises (bench press, squats, dips, etc.). Include the roman chair pin, free weight rods, and the dip accessory (maybe curl tubes). I agree with some of the other posts that focusing on free weight adaptability seems key.
All in all, the time seems right to bring out a machine that is about honesty. The Soloflex Muscle Machine is just that: Honest, no frills workouts; manufactured efficiently and ingeniously; and built to last.
August 4, 2009 at 8:57 pm
Wow, every point made had real merit. Thank you all for the input.
It’s lonely at the top, as you must know. I’ll tell you what I know is the best value; our original welded frame machine using aircraft shock rings and freeweights together. The welded frame unit doesn’t need 40 pounds of dead weight in the stabilizer tube to keep from rolling backwards, reducing the cost to make and ship and making it much easier to handle. The shock rings give a better feel than weightstraps and when combined with a few plates and give the best feel in weightlifting, allowing one to set any weight for a press or pull down. So here’s what I’m going to do. Make the original machines again. I know they’re not quite as pretty as the bent frame Soloflex but they’re infinitely easier to manufacture and are much more user friendly; one bolt and you can put it in your RX-7 or under a twin bed. I’ve no idea if anyone will buy one. It’s hard to compete with a million used machines but I feel awful not manufacturing new Soloflex machines. Hey, it’s what I do.
So there you are. Decision made, all flat black, all the same, no leg extension (which I always though was a bad idea and a very poor substitute for squats and leg presses). And no butterfly, although it was the best butterfly station ever made. I want to keep it simple, only what people need, not necessary all they want. And I want every part to be recyclable, earth friendly! And of course, Made in America. Good meeting today with a local fabricator, a young guy, only 46. ha He’d worn out 3 Bowflex machines and had never tried a Soloflex. He’s sold now of course, and hungry for business as we all are nowadays. Great pricing so we can probably offer the new machine for under $1,000. Fingers crossed.
Jerry
August 5, 2009 at 1:18 am
What’s up with the chrome soloflex I’v seen on the net (wikopedia)? Where can I get one of those?
August 5, 2009 at 2:36 pm
I think bringing back a retro soloflex product that all the older generations are familiar with is a great idea
August 5, 2009 at 5:15 pm
i just got done watching the new hybird video#3 from Dinjin1963.
He uses 2 soloflex machine together! Mr wilson you should get ahold
of this guy and get ideas for add-ons for the soloflex. And instead of
getting a model for your ads why not use someone who got in shape from
actually using a soloflex like that guy in the video!!
August 11, 2009 at 4:36 pm
Great posts and suggestions. Thrilled that efforts are underway. Marketing is key: your product is unlike anything else ever sold for home use and surpasses many professional gym products in quality. I’ve had mine for 17 years-bought used–and only now have I purchased accessories that didn’t come with the unit (Roman chair pin, curl tubes, and dip bar); it was the simplicity that attracted me to Soloflex. Keep it simple (forget the cumbersome butterfly and leg press and keep the costs down), stress results and durability!
Feature some old machines and faithful users in your spots–people have to love the loyalty and will be impressed by the durability of the machine.
I plan on refinishing mine soon–it’s a thing of beauty.
Good Luck!!
February 20, 2010 at 5:55 am
Jerry
That all sounds good. But please reconsider a few things.
I am 36 years of age. Most likely your target audience. I am also a serious bodybuilder. Half the year I lift in the gym for six months the other half I lift at home on the soloflex to save my joints. Allot of younger professionals I know work out on a bowflex because you can replicate most exercises that you can do in the gym and most do not body-build or enter contests as I do. Little do they know that you can do that and more on a soloflex. The first thing most of them asked me is ‘can you do all the exercises that you can do on the bowflex.
I let a few of them use the soloflex,they were amazed the amount of excercises you can do and were shocked, downright shocked on the quality of the product. I had one friend tell him that it made the bowflex seem like a ‘toy’. They were also impressed on the attachments that were available. Most my age will pay for it if they will use it.
Please keep the option of the butterfly attachments and let attachments. I can tell you right now that most using the bowflex get them for how many exercises you can do on them that replicates gym movements. Or replicates most uses in the gym. Getting rid of the leg and butterfly attachments would also get rid of allot of exercises.
Seated row, seated curls to name a few, both some of the best exercises to do on the soloflex. Why would you get rid of them? Why not have them as a option. I would gladly pay for them. As would most my age. If you don’t want them, no need to get them. Offer different packages, a base model and a mid range model and top of the line model. Maybe $899 for the base, $1099 for the mid and $1299 for the top of the line model with all attachments.
The only change I would make is change the angel to 90 degrees and make the ‘floating’arm more floaty.
Do not come off in your marketing as these machines as being “classic’ or use ‘shock rings’. That screams “classic’. Classic does not sell now a days. Bowflex sold their machines on it being the “newest’ technology not “classic’ tech. New Soloflex machines would come off as being the “new’ thing even though they are nothing of the sort. Nor do they need to be. They are of superior quality and the technology behind them are superior as well. Google is your friend, most will know of your history, and you can remind them, but not by using shock rings or wooden benches. If you want to have a ‘classic model’ and use both of them go ahead.
I used the ‘shock rings’ on a earlier model, and let me tell you if you offered them I would not use them, the current ‘bands’ do a good job of replicating ‘free weights allot closer than the shock rings you mention. That is what is most important.
I agree the ‘free weights’ being used in your marketing is the way to go. The best of both worlds, free weights used with ‘resistance’ bands for the negative of the exercise. The only benefit the weight bands has over free weights is on the negative of the exercise. More resistance.
If you build new machines i will buy them.
June 9, 2010 at 10:50 am
Best darn idea yet…I own a bent model – I think one of the first I believe. I wish I could trade it in for a 90 degree welded model. I have used it faithfully for 27 years and am still going. I think the wooden bench is a hit. I “wore” out the leather pad and replaced it with the foam cover but still take it off for certain exercises. I do like the padding for barefoot squats. As for pricing – you get what you pay for. Congrats Jerry on a job well done!
June 9, 2010 at 10:50 am
Best darn idea yet…I own a bent model – I think one of the first. I wish I could trade it in for a 90 degree welded model. I have used it faithfully for 27 years and am still going. I think the wooden bench is a hit. I “wore” out the leather pad and replaced it with the foam cover but still take it off for certain exercises. I do like the padding for barefoot squats. As for pricing – you get what you pay for. Congrats Jerry on a job well done!