A very basic treadmill but the Costco models make more sense.
BladeZ was sold by DK Fitness to BH Fitness this past summer. DK is one of the largest manufacturers of treadmills in the world and has been around for over 30 years. They make some cool scooters that you may have seen in stores and have developed a number of different treadmill models. Although the BladeZ brand (now BH Fitness) is a brand new name to the US market, DK has been producing treadmills for years for many of the name brand US manufacturers.
Quality / Philosophy
They put decent parts into a good package and they are putting more value in the machine on average. None of the designs are too fancy (save for the TV model).
We expect BH to get lost in the shuffle in the US market this year. There are simply too many brands being offered and too few specialty dealers. Dealers are now choosing lines that they once had to fight over and unless a brand can bring people in the door, many retailers simply do not want to fool with having to educate the public on a new brand.