NÜOBELL

NÜOBELL is the adjustable dumbbell made by NÜO Athletics, a Swedish company founded by Tomas Svenberg, a former member of Sweden's national rowing team. Its contact page lists the company as Personality Gym AB in Stockholm, with a US mailing address in Midlothian, Texas. NÜO's history starts in 1997 with OMNIGYM, a home gym it showed at the FIBO trade fair in 2001. Its dumbbell launched commercially as FLEXBELL in 2009, was taken up in 2010 by Star Trac, which acquired the rights to produce and promote it in the US as Twistlock, and was renamed NÜOBELL in 2020, when it moved to smaller 2 kg weight steps.

NÜOBELL uses a twist-to-select design: the user turns the handle to choose the weight. NÜO sells direct through its own online stores, which opened for the EU in 2022 and the US in 2023, and it has co-branding agreements with fitness companies in Canada, the US and Italy.