Soloflex

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Soloflex refers both to an exercise machine and to the company created in 1978 by Jerry Wilson which makes the machine. The machine was the first of its kind. The company started out as Bucksteel Mfg in Roswell, New Mexico. They had a small plant on the old Army Air Force base south of town.

The idea behind the weight straps came from Jerry's days flying small airplanes. The resistance on the plane's controls came from the bungee cord. Jerry thought that you could make a huge rubber band in certain sizes and this would be enough resistance to equal large amounts of free weight.

The company relocated to Hillsboro, Oregon in 1980 to find greener pastures.

After the move to Oregon, Bucksteel changed its name to Soloflex. Poor decisions with the marketing of the company almost caused it to fold several times. Soloflex experienced a robbery and lost a lot of equipment. Most of it was recoverd and it turned out that a former employee was to blame.

As soloflex grew it decided to build a new building. They were doing so well they paid cash for the entire project. This was a giant leap for Soloflex. The fitness craze was booming and times were good.

Several additions to the Soloflex were made. The butterfly attachment and leg extension were designed in a joint effort by Ken Mackie and Frank Greene.

Soloflex went through many hards times but with Jerry's sense of business they always pulled through. The success of Soloflex did not occure without is fare share of casulities.

Several key employees were given a 1% share in the company. At the time it wasn't worth much but as the fad grew this 1% became very significant. In 1989, 1% was estimated to be worth over $1,000,000. This became a huge thorn in Marilyn Wilson's side because the company had converted to an S Corporation and that required the profits be distributed to all the shareholders. Because of this, these key employees were eliminated and not given the value of the share. It is estimated they received approximately 15%-20% of the value.

After these employees were eliminated the company fared well for several years but with a gradual decline in interest and a move from the "home" gym to the new singles scene... Gold's Gym, Soloflex's days were numbered.

In the mid 80s Marilyn and Jerry were sued by a "partner" from the past. They started 53rd Street Advertising and drained all the value out of Soloflex by charging high advertising rates. This effetively moved all the value out of Soloflex and into the marketing company. This was done to avoid losing any money in the event they lost the law suite and to de-value the 1% shares given out. They eventually setteled out of court.

Soloflex still does a small bit of business running on a skeleton crew.

Jerry and Marilyn's interests these days are in a restaurant called Sweet Oregon Grill. Unfortunatlly, it burned down in July 2006.

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Soloflex machines use an elastic element to provide resistance which means "As any spring or elastomer is stretched the force required to keep it moving increases exponentially. The Soloflex barbell arm is a variable geometry lever that increases in leverage exponentially to match the force required. The result - a predictable and constant load to the user."

This has been considered to be a disadvantage by serious weight trainers who have stated that it reduces the efficiency of the exercise provided.

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Soloflex, the company, has been involved in a major lawsuit over the similarly named Bowflex exercise machine which they have claimed damaged their marketing both through "copycat" advertising and later through a major product recall[1]. The case was settled out of court with an 8 million dollar cash payment to Soloflex [2].

Soloflex also makes the Rockit and adjustable dumbbells.

Soloflex also tried its hand at a machine called the "Armchair Quarterback". It failed miserably.