During the pandemic, Gary Simpson had a realization that his at-home rowing experience could benefit from connectivity. Specifically, he sought a connected fitness solution that would work with his Concept2 rowing machine, the industry’s most popular erg.

Simpson already had entrepreneurial experience, having founded Transit Wireless, which provides wireless infrastructure for the New York City subway system. Driven by his desire for a better connected rowing solution, Simpson founded myrow, which sells a 22-inch, full-color HD touchscreen tablet that attaches to and connects with the Concept2 rowing machine to provide users with at-home workouts.

Athletech News spoke with Simpson about what differentiates myrow from competitors, where myrow fits into the larger connected fitness industry and the company’s biggest challenges as it scales.

This conversation has been lightly edited for clarity and length.  

Athletech News: What differentiates myrow from competitors in the connected rowing space? 

Gary Simpson: We took the best erg on the market and are transforming it into a connected fitness machine. For existing Concept2 owners, you can upgrade your workout and keep your machine for an investment of $499 plus a monthly subscription ($29.99).

The content and features that myrow go far beyond anything that is currently available for the Concept2. We have the competitive edge on price point, compared to what is currently on the market. The Concept2 (sold separately) with the added myrow monitor is priced at about $1,500, while competitors charge between $2,500-$3,000 for an erg with a comparable screen.

If you’re in the market to buy a new rowing machine and were interested in the Concept2 but deterred by the lack of a connected fitness experience, myrow solves that problem at a compelling price point. It won’t feel like an add-on product; instead it was designed to feel like it belongs with the Concept2.

ATN: With connected fitness flux, including rowing-based brands, where do you see myrow fitting in? 

GS: With an aging population, rowing will continue to be a perfect at-home workout. At-home rowing machines offer a highly efficient full-body and low-impact workout. Rowing machines are more effective than exercise bikes and treadmills, as they target and strengthen all major muscle groups throughout the entire body, including the legs, glutes, core, arms, back and shoulders in a low-impact workout.

Rowing accomplishes calorie-burning and muscle-building. We hope to tap into the huge base of Concept 2 owners to offer an immersive connected fitness experience. In our beta testing last year, we had over 3,000 applicants (who own the Concept2) to test the product, which gives us confidence that it is something the Concept2 world will embrace. 

ATN: As a startup, what have been your biggest challenges and successes thus far? 

GS: As with all start-ups every day is a challenge, but every day is a success if you get to the next day!  We were thrilled with all the excitement and interest when we unveiled the product at the Consumer Electronics Show (CES), the largest electronic show in the world, and hope to take that momentum with us as we set our sights on the launch this Spring.  

ATN: What can users expect to see from myrow when it launches? 

GS: We are excited to start taking pre-orders for the product at www.myrow.com in early April and will begin shipping to consumers at the end of May. 

When we launch this Spring, the myrow tablet will come pre-loaded with over 80 video workouts and over 200 workouts and training plans (non-videos) and will have a constantly growing library with a variety of classes. In addition to the instructor-led workouts, there are also group rows, challenges, the ability to create your own workouts and preset workouts, including Concept2’s “Workout of the Day.”

 The tablet also provides the user with a deep level of metrics and analytics to help users improve their performance and achieve their fitness goals. 

The post Myrow Founder Sees Bright Future for Connected Rowing appeared first on Athletech News.

While Concept2 launched the free ErgData virtual trainer app roughly a decade ago, the sport equipment manufacturer’s upgraded version of the software promises to blow the prior rendition away once showcased at IHRSA 2024. 

Connected to the Concept2 performance monitor, this next-gen edition of ErgData operates as a far more detailed virtual trainer than its predecessor. It allows users to set up workouts and view customized stats and info during workouts, track progress and enjoy daily challenges all from an iOS and Android device. 

ErgData holistically connects users to Concept2, which remains one of the fitness industry’s most diverse suppliers, featuring an abundance of rowing, skiing and biking exercise equipment — all of which allow users to partake in both power and cardio-based training. 

“This is the new version of ErgData,” explained Alex Dunne, a member of Concept2’s Technology Team. “It’s far superior to the initial app that we had. We’ve been running with it for about 18 months and every couple of months we add a new feature to it. It’s a platform we can build upon.”

Sharing Is Caring

Illustrating how ErgData makes workout information transferable is one of the application’s most exciting innovations and a key point that Concept2 plans to hit on at trade shows this spring. 

The application’s real-time tracking catalogs every move you make on a piece of Erg equipment. From there, you’re invited to share results and/or workout methods with other users or even trainers. Doing so builds a sense of community among all parties as users take meaningful steps forward in their fitness journey. 

“You can share it with anybody that you want to, be that one person or be that thousands of people,” Dunne said. “If you’re working with a group, to be able to set a training plan, program it and send it out to them so all they have to do is tap a button on their phone to load it in, that’s a real benefit. You’re making it easy for people. The coach can share it with the athlete. The athlete can share it back to the coach.”

The Concept2 team is eager to move past old methods of exchanging exercise information with ErgData. Gone are the days of jotting down notes or sharing photos of dashboards thanks to the app’s updated form. 

“Traditionally it’s been, you finish a training session, you take a picture of the monitor and you share that with your friends. We’re able to improve that experience,” Dunne said. “You don’t have to take photos, you can simply share the workout from the app, generate more statistics, show the information the way you want to show it and track challenges.” 

New Features Drive User Engagement

The Real Time Loop and Workout of the Day represent two of the ErgData app’s top features. The Loop allows you to work out on a live, virtual course with other Concept2 users. Enhanced with the app’s new data-sharing abilities, this feature also helps drive engagement on the equipment. 

“There are ways that you can quickly engage with a wider audience so that you’re not just completely alone in your basement,” Dunne said. “The Loop puts you out on a track with a bunch of other people, whether they’re overtaking you or you’re overtaking them. It’s just that element of community.”

The Workout of the Day feature offers a different exercise for users to partake in every 24 hours. Doing so bolsters engagement too by keeping things fresh. Then comes the data, which ErgData collects from workouts and updates on a leaderboard. This makes progress visual, fostering motivation and consequently retention. 

“You don’t get into a rut of doing the same thing each day,” Dunne said, noting that Workout of the Day provides “people with a workout that they can do and then they can see how they’ve stacked up against everybody else that’s done it on that day. Over time, they’ll get motivated by seeing a little bit of progression.”

More To Come

Despite these notable strides with ErgData, Concept2 intends to keep moving forward. While Dunne was unable to share any specific future updates for the app, he did express the company’s ongoing desire to make additions as it evolves.

The Concept2 team also plans to highlight ErgData’s upgrades at FIBO, another major showcase for fitness innovation based in Europe, a few weeks after IHRSA in April. 

“We’ve been gradually adding features to ErgData so that you can see the kind of data you want,” Dunne said. “We’re an engineering lead company. We’re always tinkering. We’re always thinking through new ideas. We’re always working on new features.”

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CityRow has been acquired by rower maker WaterRower, representing another step in what may be a gradual consolidation of the connected fitness market.

The two companies are familiar with one another, with the Rhode Island-based WaterRower serving as a manufacturing partner for CityRow, which boasts an omnichannel model with at-home rowers, digital content and in-person studios. 

The terms of the deal have not been disclosed.

CityRow founder and CEO Helaine Knapp confirmed the news on LinkedIn, writing: 

“As of this morning, CityRow has been acquired by our longstanding strategic partner WaterRower! This milestone comes almost 10 (!) years to the day since we opened our first studio in NYC. WaterRower has been our backer, partner, and steady manufacturer since our inception. I could not be happier with this new phase for CityRow – there is no better place for this brand, our clients, and our team than under their stewardship.”

In a call to Bloomberg, Knapp noted that the pandemic had a “crazy impact on connected fitness” and described this stage as a “phrase of recalibration,” underscoring that this is the ideal time for such a deal. 

Boston-based connected fitness rowing brand Hydrow was rumored to be mulling acquiring CityRow last fall.

In a letter to CityRow members that has circulated online, Knapp acknowledged the deal, writing that WaterRower will have a “direct role” in CityRow’s operations. She assured that new classes and content are coming next month and that members will still have access to the CityRow app and features, with WaterRower continuing to support and service CityRow equipment.

A New World for Connected Fitness

CityRow secured a $12 million funding round in 2021 to bolster its company-owned and franchise studio model. It was smooth sailing at the time, with the connected rowing company reporting a 375% revenue growth due to the sales of its rowing machines, monthly subscriptions and franchise sales amid the pandemic.

Amid post-pandemic challenges driven by the return of in-person fitness, two other notable acquisitions and power collaborations have occurred in the connected fitness realm in recent months — Lululemon threw in the towel on its connected fitness Mirror ambitions, instead teaming up with Peloton for a five-year content deal, while Clmbr was acquired by smart home gym maker Forme last October following the closure of Clmbr’s Los Angeles fitness studio and layoffs.

The State of Rowing

While connected rowing hasn’t yet soared into the mainstream quite like stationary bikes and treadmills have, the modality has developed its own subset of dedicated enthusiasts. 

Celeb-backed Hydrow beefed up its C-suite late last year to accelerate its growth. The connected at-home rowing company closed out 2023 on the red carpet, teaming up with the George Clooney-directed film, “The Boys in the Boat,” to deliver themed rowing workouts for its members.

Game-based in-home rowing brand Ergatta (made in partnership with WaterRower) continues to churn out advancements to the rowing experience, recently launching “Coach AI” software to give rowers personalized assessments and recommendations. The rowing brand also announced an integration with Apple Watch last year. 

However, Peloton CEO Barry McCarthy indicated to investors last year that consumer awareness for the connected fitness brand’s rower had been low, despite favorable reviews. 

The post WaterRower Acquires CityRow in Connected Fitness Consolidation appeared first on Athletech News.

While jogging or spin classes may still run the show in terms of popularity among cardio exercises, in-home rowing may be on the rise. Ergatta is brightening the workout’s spotlight even further with its latest product launch. 

The home fitness brand launched its “Coach AI” software, which promises to make in-home rowing more accessible, enjoyable and effective for its customers. Coach AI uses computer vision to observe and evaluate a user’s rowing form, make personalized assessments and recommendations. It figures to serve as a key combatant against the lack of accessible education on proper rowing form, which, according to some, has held the exercise modality back for years. 

“Rowing is the best form of indoor cardio, besides maybe swimming,” said Tom Aulet, co-founder and CEO of Ergatta. “The problem is, no matter how good you get, most people still wind up thinking, ‘Am I doing this right?’ Coach AI not only solves that problem with simplicity and elegance, it does so in the Ergatta way: by turning a mundane task into an engaging challenge. With Coach AI’s help, we hope rowing will one day be as intuitive and accessible as running.”

Personalized Coaching

Coach AI is accessible through the Egretta mobile companion app. It observes your workout through your smartphone’s camera, tracking the movement of your hands, elbows, shoulders, back, hips and knees. Being trained on thousands of proper and improper rowing techniques, the software appears well-equipped to assist any in-home rower at any level. 

After the workout, users receive a score out of 100 based on their ability to avoid the six major rowing mistakes. They then receive a comprehensive breakdown where Coach AI explains the specifics of their scores and offers tips on how to improve.

For this beta launch, Coach AI is only available on iOS devices, but Android is likely on the way in 2024, per Ergatta. The Brooklyn-based company sells two rowers: its flagship Ergatta Rower and a recently released Lite version. The Lite rower, which Ergatta launched in November, coincides with the company’s push to make rowing more accessible to the masses. It comes at a lower price and is easier to store, making it an ideal purchase for the more casual in-home rower. 

Tech-Forward Fitness

Ergatta’s emphasis on taking in-home workouts and amplifying them via technology and gamification has allowed the company to become a key player in remote fitness’ rise over the past several years. The company is a leader in game-based fitness, motivating its users to row with thousands of workout programs that play off a user’s competitive spirit. 

Earlier this year, Ergatta also reached an agreement with Apple to connect Apple Watches with its rowers. Doing so made heart rate, calorie, and other forms of real-time tracking more accessible for those using either rowing machine. 

The post Ergatta Teaches You How To Row With AI Coaching appeared first on Athletech News.

Aviron is making waves with the introduction of its newest connected rowing model: the lower-priced Aviron StrongGo, along with a retail expansion into Amazon, Best Buy and Dick’s Sporting Goods.

With a growing community of over 50,000 active profiles, Aviron offers a variety of original content in the connected fitness space. Members can customize their rowing experience with live competitions, multiplayer and solo games, scenic rowing, instructor-led classes, guided interval training and more. Its interactive screen, which displays high-quality visuals and gaming psychology, fosters consumer engagement. Founded in 2018, Aviron, is a Y-Combinator company and boasts backing from entities including Stripes and Samsung Next, and the co-founder of Oculus.

With a starting price of $1,199, Aviron says the new StrongGo is the most affordable connected rower on the market.

“Aviron’s mission is clear: bring fitness entertainment to people worldwide. Over the past year, we’ve made significant strides by lowering the price point of our rowers,” said Andy Hoang, Aviron’s Founder and CEO. “We firmly believe that fitness should be both enjoyable and accessible, and the StrongGo is an exciting milestone that speaks directly to our guiding principles.”

Aviron is committed to optimizing fitness entertainment. The StrongGo is equipped with an auto-adjusting tablet holder for seamless integration with iOS devices, Bluetooth connectivity, and resistance buttons. The rower is also committed to inclusivity, boasting an accessible seat and a frame height that caters to users of all fitness levels, as well as patented foot width adjustments. 

“By lowering the barrier to entry, we propel more people to embark on a life-changing fitness journey,” Hoang said. “By creating fun and immersive content, we continue to carve the fitness entertainment category, creating community and deeply engaging our members along the way.”

In addition to the direct-to-consumer launch, Aviron has expanded its product reach through three new online retail partners: Amazon, Best Buy and Dick’s Sporting Goods. This strategic move not only increases brand visibility but also enhances accessibility to Aviron’s fitness solutions.

As connected fitness navigates changing tides post-pandemic, Aviron has reported a 50% year-over-year increase in top-line revenue in the first half of the 2023 fiscal year. It also continues to grow headcount. The launch of StrongGo and the brand’s retail expansion show that the brand could just be getting started. 

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Ergatta made a name by making at-home fitness look good — especially in the living room or home gym. For those looking for a gamified, full-body, low-impact workout packaged in luxury, Ergatta’s locally sourced American cherry wood hardware fits the bill, currently on sale for $1,999 (normally $2,499). Now, the rowing company is after more cost-conscious consumers with the introduction of Ergatta Lite, a lightweight and compact wooden rower with a $1,499 price tag. 

Billing itself as the most affordable connected rowing machine on the market, Brooklyn-based Ergatta hopes to attract a broader audience of fitness enthusiasts who prefer a home-based, immersive fitness experience.

The new rower is indeed light — weighing in at 40 pounds, and can be stored vertically, reducing its footprint when not in use. Even though the Ergatta Lite is more compact, the gamified connected rowing company didn’t cut back on its digital or hardware features, with the same 17.3″ HD touchscreen and signature water tank and flywheel for dynamic resistance.

Ergatta co-founder and CEO Tom Aulet is aiming to bring more consumers into the daily fitness fold through the connected rower’s engaging games. The brand also began offering an Apple Watch integration this year for its rowers, so rowers could track their fitness stats as they progress through Ergatta’s library of game-based workouts.

“With the Ergatta Lite, it is easier and more affordable than ever to bring the leading game-based digital fitness experience home, complete with an elegant wooden Rower, handcrafted right here in the USA,” Aulet said. “If you haven’t tried this new approach to fitness yet, there’s never been a better time.”

Ergatta’s new rower follows the recent release of Echo, a game inspired by Guitar Hero that challenges rowers to hit cadence-based targets and build and maintain streaks in a fun and engaging method. 

“The launch of Echo is a huge moment for Ergatta, our members, and the future of game-based fitness,” Aulet said. “It demonstrates, better than any other digital fitness experience out there, the power of games – rather than direct explanation from an instructor – to drive skill development, fitness results, and fun.”

Last year, the game-based rower announced a partnership with Best Buy, marking the consumer electronics retailer as its first major retail partner.

The Ergatta Lite is now available for purchase in the U.S. The game-based rowing company has also begun its Black Friday sale, offering its original rower for $500 off, free holiday shipping and a 30-day trial. 

More Rowing News

As fitness consumers continue seeking strength-based fitness modalities, rowing’s full-body strength and cardio workout may get its well-deserved moment in the sun, especially as a new film, “The Boy in the Boat,” hits theaters next month. 

Directed by George Clooney and based on a New York Times bestselling non-fiction novel by Daniel James Brown, “The Boys in the Boat” tells the inspiring story of the University of Washington rowing team that competed at the 1936 Summer Olympics in Berlin. 

In connection with the film, Boston-based connected fitness rowing company Hydrow is releasing themed rowing workouts featuring scenery from the University of Washington and its boathouse. 

The post Ergatta Launches the Lite, a More Affordable Rower appeared first on Athletech News.

Hydrow, a connected fitness rowing company that has attracted numerous notable investors including Travis Kelce, Lizzo, Justin Timberlake, Aaron Rodgers and Whitney Cummings, has now teamed up with an upcoming George Clooney-directed film, “The Boys in the Boat,” to deliver themed rowing workouts for Hydrow members.

The partnership is deeply personal for Hydrow founder and CEO Bruce Smith, who has had success as a rowing champion and U.S. National Team coach. He founded the Boston-based at-home rowing company in 2017, delivering a full-body workout that promises to exercise 86% of major muscle groups in a twenty-minute session.

“It’s like a crazy dream,” Smith said of having an A-lister like Clooney choose to direct a rowing movie and his brand becoming involved with the film.

Based on a New York Times bestselling non-fiction novel by Daniel James Brown, MGM’s “The Boys in the Boat” tells the inspiring story of the University of Washington rowing team that competed at the 1936 Summer Olympics in Berlin.

Both the film and Hydrow’s special “The Boys in the Boat” workouts, which include on-site content from the University of Washington and all-star UW alumni, will be released on December 25. 

“It’s been something that we’ve been tracking for a really long time,” Smith told Athletech News. “The book was such a stunningly great, great book, and we knew it would make a great movie.”

“We’ve been tracking since the very earliest days,” Smith added, noting that Hydrow reached out early to become involved. 

A Different Type of Rowing Story

The story’s characters, says Smith, blow away the typical stereotypes of rowers.

“They’re not from rich families. They didn’t row in high school and then go to St. Paul’s or Exeter or some prep school with a long history of rowing,” he said. “It was kids who grew up as farmers in pretty dire circumstances and it follows their journey to become rowers. I think it’s a really great way to show just how accessible rowing really is.”

The point of accessibility is one that Smith says he’s spent his entire adult life trying to make people understand — that rowing is for everyone. With the release of “The Boys in the Boat,” he believes that messaging will resonate with audiences and have a broad impact.

Full Circle for Hydrow

The creation of the film has also had an impact on Dani Hansen, a rower and lead athlete at Hydrow who rowed at the University of Washington, the same school featured in the film. As a college athlete, she would walk under the famous boat used by the UW rowing team that inspired the film, which was suspended in the boathouse. 

“So she’s been part of that community, and then she is part of the Hydrow story, too,”  Smith said of Hansen, the first Paralympian to row at the Olympics from the University of Washington. “Several of our other athletes have made workouts that tell the story of the book and also the University of Washington crew and movie.”

The film features scenery from around the University of Washington, with what Smith says is an exact replica of the shell house, an historic building on UW’s campus.

“We do a lot of workouts in the shell house,” Smith said. “I get goosebumps talking about it because it is this incredibly connected story, and the story of ‘Boys in the Boat’ is the story of Hydrow.”

“It’s this amazingly connected story, and it’s bringing that experience into people’s homes under their Hydrows… we’re so excited about it,” Smith said, adding that some of the upcoming workouts are out on the water and others are in the boathouse in Washington.

New Partnerships & Products

As Hydrow closes out the year with a rowing-inspired story on the silver screen and a special workout series, the company is looking ahead to 2024 with additional partnerships on the horizon and new products to announce soon — ones that reside in the strength category.

“Ultimately, rowing isn’t about rowing,” Smith said. “It’s about full health and community, and we’ll be bringing more products into the world that will help people feel better and build community, so we’re very excited about the future.” 

Hydrow is also rumored to be in talks to acquire rival connected fitness brand CityRow, although the company is remaining mum. 

While Smith is hopeful “Boys in the Boat” moves some viewers to explore rowing, he’s also content that the fascinating true-life period piece is a feel-good story.

“It’s a ray of sunshine in a world that desperately needs some sunshine,” Smith said, “It’s a really positive story about what is possible when people come together with a shared goal and try their best. And to me, that’s a message that we all need to hear, like multiple times a day these days, with what’s going on in the world.”

The post Hydrow Founder on George Clooney Film Deal: ‘It’s a Crazy Dream’ appeared first on Athletech News.

Hydrow, a celeb-backed connected fitness rowing brand, is reportedly discussing acquiring CityRow to nab its rival’s subscriber base.

The news of the potential connected fitness powerplay is still very fluid and may not result in a deal, according to a report by Bloomberg citing anonymous sources close to the matter. 

CityRow, founded in 2014 by Helaine Knapp, takes an omnichannel approach with its at-home rowers, digital offerings and in-person studios. The company secured a $12 million Series A round in 2021, meant in part to expand its company-owned and franchise studio model. At the time, CityRow reported a 375% revenue growth due to the sales of its rowing machines, monthly subscriptions and franchise sales. 

Hydrow, a Boston-based at-home rowing company founded in 2017 by Bruce Smith, offers a full-body workout that promises to exercise 86% of major muscle groups in a twenty-minute session. The company has found investors in private equity firm L Catterton and athletes and celebrities including Travis Kelce, Lizzo, Justin Timberlake, Aaron Rodgers and Whitney Cummings.

Post-Pandemic Struggles

While Hydrow soared to a reported valuation of over $1 billion in June 2021 during the at-home fitness boom and reportedly considered going public, the connected rowing company began reducing operating costs a year later to combat what Smith called “unprecedented economic circumstances.”

Despite issuing 30 pink slips at the beginning of this year, Smith maintained that Hydrow remained “incredibly bullish” on its future. It was the second round of layoffs for the company in six months, following 70 employees being given the ax in July 2022.

In reference to the restructuring this past January, Smith told The Boston Globe that Hydrow was “leaning into this moment to achieve profitability while continuing to deliver even more exciting new offerings for our current and prospective members.”

Hydrow also decided to increase its monthly membership price for new members in the U.S. from $38 to $44, justifying the price hike as a means to elevate the Hydrow experience.

“We’ve never raised our prices— not once— even as we’ve added thousands of workouts, new workout modalities, enhanced our programming, traveled around the world with exciting locations such as Alaska, Norway, London, and Prague, and launched in-person events in the US and UK… To continue elevating the Hydrow experience, we need to increase our monthly fee,” Hydrow posted on its website.

Connected Fitness Consolidation

If Hydrow does make a play for CityRow, it would reflect what appears to be a consolidation trend for the connected fitness space, likely inspired by ongoing challenges in a post-pandemic environment. 

Clmbr, a connected vertical climber, was recently acquired by smart home gym maker Interactive Strength, better known as Forme. The vertical climber company had been struggling, as seen with the closure of its Los Angeles-based fitness studio and layoffs.

Peloton and Lululemon also joined forces after both being saddled with connected fitness hardware woes. Lululemon officially gave up on trying to offload its connected fitness Mirror, finally putting the device out of its misery while Peloton has had to wrangle with not just a decline in revenue but serious product recalls. The fitness company’s seat post recall drama led to an influx of 750,000 replacement requests, considerably more than Peloton expected.

Hydrow declined to comment on any deal speculation.

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Hydrow, an immersive at-home connected fitness rowing brand, has made two C-suite appointments to accelerate its growth, naming Craig Tello as chief experience officer and elevating Diana Cino to chief marketing officer. 

Tello, a New York Times best-selling author and executive board member of Future Now Media Foundation, Inc., comes to Hydrow from Electronic Arts, where he was head of content strategy. Before that, Tello was senior vice president of content programming and media operations at WWE, leading the wrestling brand’s subscription video platform.

“I’m thrilled to be joining the team at this pivotal moment in the connected fitness industry to continue connecting people through an enhanced immersive and empowering experience,” Tello said, adding that he’s impressed by Hydrow’s unique approach to indoor rowing. 

Founded in 2017, Hydrow offers a full-body workout that promises to exercise 86% of major muscle groups in a twenty-minute session led by Olympians and athletes. Users have over 4,000 rowing, strength, yoga, and circuit training workouts to select from, all of which are filmed in outdoor settings.

“They’re blending technical innovation with compelling storytelling right on real waterways all around the world, whether it’s the scenic Charles River in Boston or the lakes in the shadow of Japan’s iconic Mt. Fuji,” Tello told Athletech News, referencing Hydrow’s workout content.

Tello, who has vast experience in content, programming and distribution, says he’s aware that the fanbase is at the heart of a company’s success and plans to tap into storytelling to expand Hydrow’s footprint. 

“My goal is to foster and widen Hydrow’s strong sense of community through key discovery platforms, leveraging the incredible talent and individuality of our Hydrow Athletes, who will serve our customers as coaches, ambassadors and storytellers,” he told ATN. “In this next phase of growth, we will expand our reach across all modern content touchpoints.”

Connected Fitness Crossroads

While Hydrow leans into connected fitness hardware through its unique rowing experience, other competitors in the space, such as Peloton and Lululemon Studio, have abandoned or significantly reduced their dependence on equipment. 

Hydrow soared to a reported valuation of over $1 billion in June 2021 amid the at-home fitness boom, but things have cooled off for the connected rowing company since then.

Bruce Smith, CEO and founder of Hydrow, indicated that selecting Tello means the at-home rowing brand is poised to enter its next chapter. 

“Not in my wildest dreams could I have imagined that an executive from the WWE would want to bring their talents to rowing, but in Craig Tello we are fortunate to add his blend of innovation, entertainment and fan engagement to our mission of opening up the world to the rowing experience,” said the former U.S. National team coach and Hydrow founder.

Hydrow Makes Another C-Suite Hire

Joining Tello in advancing Hydrow’s mission is Diana Cino, who will now take over as the connected rowing company’s chief marketing officer. Cino will execute strategies to attract, convert and retain Hydrow customers while expanding the brand. 

Earlier this year, Cino was named Hydrow’s senior vice president of marketing and sales, credited for helping the connected fitness company earn year-over-year growth and reduce customer acquisition costs. 

“It’s been an exciting year, as we’ve been rebuilding the marketing funnel from the bottom up – and seeing real success by leaning into educating consumers about the benefits of rowing,” Cino said. “In my new role, I look forward to bringing Hydrow to new audiences and amplifying the meaningful physical and mental benefits that the Hydrow experience provides, all while supporting our existing, loyal customer base.”

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Time to get rowing.

Row House, the indoor rowing franchise owned by Xponential Fitness, is celebrating National Learn to Row Day on June 3, offering free classes and outdoor workouts.

The initiative, designed to inspire fitness enthusiasts of all ages and abilities, will allow attendees to explore rowing while promoting teamwork, community and improved health. 

The June 3 event will be held in 97 studios across America and will feature complimentary classes and offers, stroke clinics, outdoor workouts and more.

The boutique fitness brand, which offers classes both on and off the rower, promises the events will be both engaging and educational.

Row House also has a giveaway for those who are new to the rowing franchise. Newcomers to Row House can enter a sweepstakes for a chance to win a three-month unlimited membership. Participants who book their first class at a studio before Learn to Row Day will earn three extra entries to increase their chances of winning.

All Row House locations use the same Concept2 RowErg Rowing Machines that professionals and rowing teams across the world use to train, so the boutique fitness franchise is an ideal place for beginners to get started, noted Jeff Miller, chief marketing officer at Row House.

“Not everyone lives near a lake, river or boathouse and not everyone may even want to get wet,” Miller said. “Row House studios are a great place for everyone to get the ‘rowing bug’ and National Learn to Row Day is a great day to start.”

“We are pumped to jump on board and help educate the world on the benefits of rowing,” added Row House president Nik Kish. “Our Row House coaches are some of the best teachers on the planet in terms of rowing form. They are here to provide The Crew support, encouragement and training from day one, which is crucial for seeing and feeling the amazing results rowing can provide. We couldn’t be more excited to invite our communities to come celebrate with us on June 3rd.”

Kish recently spoke with Athletech News about the growing popularity of rowing, the success of the Row House brand and the future of fitness.

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Hydrow has named CFO John Stellato as its new president, the Boston-based connected rowing brand announced.

Stellato joined Hydrow in May 2022 as CFO and chief investor relations officer. Before Hydrow, Stellato served as president and CEO of Loyal3, an online brokerage and investment platform. He was executive vice president of The Pritzker Organization before that.

In his new role as president, Stellato will continue to oversee Hydrow’s finances but will play a more significant part in shaping the company’s future growth trajectory, working closely with Hydrow founder and CEO Bruce Smith.

“Following a banner year complete with new product launches, exciting partnerships and onboarding new athletes to expand our industry-leading content, Hydrow is comfortably at the forefront of the connected fitness space,” Stellato told Athletech News. “I have never been more excited to be part of the Hydrow crew and I look forward to working closely with Bruce and our leadership as we take on the next phase of our growth.”

Hydrow was founded in 2017 and soared to become one of the success stories of the at-home fitness boom during the pandemic.

The company offers at-home workouts on connected fitness rowing machines that are designed to recreate the feeling of rowing on water. Users can choose from a variety of live and on-demand workouts led by rowing instructors.

In June 2021, it was reported that Hydrow was considering going public at a valuation of over $1 billion.

Things have cooled slightly since then for the connected rowing company amid the decline in popularity of at-home fitness post-pandemic and a challenging economic economic environment for IPOs.

In August, Hydrow laid off around 70 employees in a move Smith said was done to “right-size the business.” In January, it was reported that the Boston-based company laid off another 30 workers.  

Still, Hydrow has reasons to be optimistic about its future.

The connected fitness company has raised a total of $288 million in funding and has attracted investments from celebrity and athlete backers including Kevin Hart, Lizzo, Justin Timberlake and Aaron Rodgers. 

Recently, the company launched its Hydro Wave Rower, a more affordable, slightly scaled-down alternative to its flagship Hydrow Rower product.  The Wave Rower is currently on sale for $1,695 while the flagship Rower is selling for $1,995.

Hydrow said it chose Stellato as its new president to steer the company through the “next phase of its expansion.”

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Nik Kish, the president of Row House, has more than 21 years of experience in the fitness industry, with over 11 of them in boutique fitness. Prior to his current role, he was a senior vice president at Xponential Fitness, supporting sales and operations across all brands.

Row House, an Xponential-owned boutique fitness brand offering full-body rowing classes, has over 97 studios open and has sold 330 territories.

Kish spoke with Athletech News about his background, the brand and the future of the fitness industry. 

ATN: What was your journey like to get to this point?

Nik Kish: My journey has been filled with numerous opportunities, challenges and moves while having the chance to work with and for some very talented people that helped me become the leader I am today. My first job was entry-level, selling memberships at a gym. I succeeded by sharing my passion for fitness and telling my story of how fitness empowered me, teaching me that I could take action and have better confidence and self-esteem. That experience and my ability to share my personal journey have been the foundation for my career in fitness.  

My passion has always been people – hiring, developing and promoting others. After some time I started to notice the amount of people that I had the opportunity to impact.  I then started to realize that I have something that brings not only my organization, but people, significant value and growth.

ATN: What motivates you?

NK: Time and experiences with my family are what motivates me, specifically my wife and daughter.  I gladly do my best and give my all so that I can not only provide for them but also be able to be present to enjoy their company.  It also motivates me to help and empower others so they can have the same experiences with their own families. 

ATN: What are some of your daily habits?

NK: I usually start my day with a workout, spend some time listening to an audiobook or podcast about business or personal development, be as impactful as I can in whatever opportunities present themselves for the day, and I end my day connecting with my daughter and wife.

ATN: Where do you see the future of fitness going?

NK: I see the future of fitness being a more comprehensive approach to overall health, wellness and performance.  A mix of what makes us feel and move better, what makes us healthy in all aspects and also what helps us recover and recharge. People’s definition of “wellness” has expanded and the role of fitness now is more important than ever for people because of it. 

ATN: Why did you decide to join Xponential/Row House?

NK: I joined Xponential in May of 2020, right after the pandemic really impacted the fitness industry.  At a time where most companies in the fitness industry were closing down, laying off or waiting for things to get better before taking action, Xponential was doing the opposite.

Xponential kept the entire team in place and even added people like myself in order to best support franchisees, studios and members during a time when everyone needed it most. The rallying cry was instead of focusing on what we couldn’t do, focus on whatever way we could reach people and help them stay as connected and healthy as possible and do that the best way we could. That mindset and resolve are what let me know that Xponential and Row House was the place for me! 

ATN: Why has Row House been successful? What is about rowing that resonates with members?

NK: First off, Row House is so much more than rowing, but let’s start with rowing to answer the question. Rowing has been around for so long as a mode of transportation and then as a sport, even if you only look at its Olympic history, you have to go back to 1900. Then as a fitness modality it has distinct benefits that are hard to match. Just to name a few: full body workout, cardio health, caloric burn and it improves posture and mobility, all while being low impact with low risk of injury.

In each Row House class, we get off the rower and do even more with floor work. Whether you’re beginning a fitness routine or are an advanced athlete, you can take the class and get the exact workout you need while working with others in class, not against them. But don’t take my word for it, come experience it for yourself!    

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‘Free’ – it’s a word seldom heard these days, but it’s one that Fiit is embracing. 

The brand, which has been referred to as the ‘Netflix of Fitness’ by Forbes, has unlocked its group class feature, making it accessible and available to all users, both members and non-members, at no additional cost.

According to the UK-based interactive fitness platform, the move to free is a result of rising living costs, and the fitness brand aims to break down financial barriers to fitness by providing a ‘no strings attached’ solution.

The fitness platform says the change to free is permanent.

Fiit also cited a report by IWG, which revealed that over one-third (36%) of adults in the UK abandoned fitness memberships, while over 26% use fitness apps as a cost-effective method to stay fit.

With the unlocking, users will have immediate and unlimited access to 44 daily group workouts covering a variety of disciplines, seven days a week, by downloading the Fiit app.

Users will then discover everything from yoga, strength, tread, bike, and row fitness options. The workout sessions are inclusive, suitable for beginners to advanced users, and vary in duration and intensity. 

Fiit is also releasing a ‘Burn to Earn’ feature, which it says will encourage healthy habit formation and reward users for completing a workout. 

The gamified ‘Burn to Earn’ fitness approach will make exclusive subscriptions and shop discounts available for free users, while premium members can unlock additional awards, including partner discounts and charity donations.

“Since launching, our goal has always been to make fitness as motivating and convenient as possible. With it now being widely recognized that daily movement, even in small amounts, is one of the most effective ways to improve your physical and mental health, this new switch will allow us to inspire people to make small daily habits to benefit them in the long-run,” said Dan Shellard, CEO of Fiit. 

“By removing the financial barriers, we can provide users with a flexible and accessible way to stay healthy and active, at home or in the gym,” Shellard added.

Group workouts can boost motivation and accountability, points out Fiit, adding that it has implemented the community approach within its app. Users can see how many other fitness enthusiasts have booked a class, and premium members will have access to a live leaderboard that lets them compete with others globally and view fitness data. 

The interactive fitness platform, founded in 2017, has been concentrating on offering affordable fitness, a decision that many have said makes Fiit a formidable competitor to Peloton.

At the close of last year, Fiit unveiled a connected cycling workout that can be used with any bike model, recognizing that cycling is one of the most popular exercise methods.

Last spring, Fiit raised £1M+ in crowdfunding, to be used for attracting new clients and product development.

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Hydrow, the Boston-based connected fitness company, has announced that it’s reducing its employee headcount due to unprecedented economic circumstances. The layoffs announcement by Hydrow comes just a few months after Peloton confirmed its intention to enter the rower market.

The company that produced an at-home rowing machine captured celebrity backers, including Lizzo, Justin Timberlake, Aaron Rodgers, Whitney Cummings, and Kevin Hart signed on as Creative Director of Hydrow.

Approximately 70 Hydrow employees are impacted by the layoffs.

“Hydrow has reached a stage of growth and size that allows us to make a strategic choice for growth. This decision involves a strategic shift in our workforce. In the wake of the unprecedented economic circumstances we’re collectively facing, Hydrow has made the incredibly difficult decision to conduct a reduction in force in an effort to right-size the business,” Hydrow CEO and founder Bruce Smith said in a statement. 

“This strategic pivot will allow us to reduce our overall operating costs and lean into our amazing group of members to support the growth of our community to deliver the same extraordinary experience that our Members have come to expect from Hydrow.”

Earlier this year, the at-home connected rowing company announced a $55 million Series D funding round and said it had over 200,000 connected rower users. Tonal, F45 and Whoop also recently announced staff reductions in the face of economic uncertainty.

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Early-stage fitness business fundraiser Hydrow is hinting at yet another investor, one with a much bigger purse: Sandbridge X2, the investment guru targeting specialty global consumer growth products. While Hydrow – a provider of custom exercise rowboats and other fitness tools – initially generated excitement by announcing launch dollars of about $25 million, now there’s quiet speculation about what this new collaboration could involve. An estimated combined value of $1 billion is currently speculated.

Neither Hydrow nor Sandbridge leaders have offered additional comment.

Sandbridge’s role is as a SPAC (special purpose acquisition company) AKA, the “blank check” investors. A Boston Business Journal report notes that first blank check was written in support of Owlet, the manufacturer of baby products. Similar investment in Hydrow would undoubtedly enhance the latter in its standings in the increasingly competitive fitness market (including against standard-bearer Peleton) while confirming savvy judgement among Sandbridge leaders.

Why sales keep rowing along

Even before COVID’s at-home isolation – and resulting global weight gain – the fitness market was exploding. Estimates in 2019 ranked this as a “$100 billion global industry”. Now between added pounds and unspent luxury dollars thanks to pandemic, consumers are even more prepped for Hydrow products and services. Besides its state-of-the-art indoor rowing machine, Hydrow offers both live and recorded exercise options online, along with hand-held equipment; e.g., yoga blocks, resistance bands, and heart-rate monitors.

Earlier this year, Hydrow CEO and Founder Bruce Smith articulated why its rowing device is a far more critical fitness tool than any indoor bicycle.

“Instead of rowing forward on a bike and diminishing your bone density,” he said. A rowing machine lets you “turn on your posterior chain and back muscles and improve your bone density.” That allegedly engages 86 percent of the exerciser’s muscles, whereas exercises like cycling report only 44 muscle engagement.

But Smith and his team knew better than to relate sales only to their equipment’s advancements in rowing specifically or even overall exercise. To truly enhance Hydrow’s recognition, they’re making sure to fight rowing’s stigma as a “white person’s” exercise. Their tool: an outreach collaboration with a “regular guy,” comedian Kevin Hart. Hart’s signed on as Hydrow’s Creative Director and Smith notes that expands market access, thanks to Hart’s breaking a preppy notion about the population of rowing’s market.

Ultimately, Smith says, “[Rowing is] a way better mouse trap and better experience for fitness.”

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