Horizon Elliptical Review Index
General Information:Another Johnson produced line, like Vision, Matrix, and Livestrong. The production of all of the Horizon line has been moved to China. The packaging on these machines is nothing short of spectacular, especially considering the price. Their component quality has picked up. Also, their low end models, around the $500 price point, can look very good, but the components are simply too cheap to hold up over the long term.
Manufacturing Philosophy:Hit low price points and sell as many as you can seems to be the philosophy of this brand for Johnson, and at this point, they are doing it very well. We gained a much greater understanding of Johnson's business in the past few years with our visit to their headquarters and facilities in Taiwan and China. Johnson is the most integrated manufacturer of fitness equipment in the world. This can be both good and bad. The good is that you are in control of almost all aspects of production. The bad is that you are in control of almost all aspects of production. If you mess up, there is no one else to blame. They really seem to be focused on doing things the right way, so it appears that this is a case where it is good overall. We were impressed with their quality procedures, design, and testing processes, and the reviews will reflect our better understanding of their operations.
Company Outlook : Horizon will remain a player in the US market simply due to market penetration. We believe they will continue to eat up market share. In the past, many of their units were simply a scaled down unit from their other brands, but now, Horizon is much more distinct. The only problem is typically you buy these at mass retailers, so the service level is generally not present. They make a very strong treadmill, especially near the $800 to $1000 price point.