Ergatta, the creator of game-based fitness, announces UK launch and expansion of WaterRower partnership
The connected home fitness brand is bringing its interactive rowing machine to homes across the UK and Ireland
NEW YORK, NY & LONDON, UK - Ergatta, the game-based home fitness brand, announced today that it will begin sales of its connected rowing machine throughout the UK and Ireland. Ergatta announced that pre-sales will begin on September 16th, with orders shipping at the end of the month. This expansion is made possible by an exclusive distribution partnership with WaterRower Nohrd Group, Ergatta’s manufacturing partner. Ergatta and WaterRower have indicated that plans are also in progress to offer the Ergatta Rower in additional European markets later this year.
Since its debut in 2020, Ergatta has partnered with WaterRower, a leader in elegantly designed fitness equipment, to bring its connected rowing machine into members’ homes. The Ergatta on-screen content leverages key principles of gamification, personalization and real-time performance feedback to deliver an experience that makes working out feel like playing a competitive sport. Rather than having videos of instructors to follow along, Ergatta’s workouts typically consist of a structured workout that is delivered in the form of a game, like a competitive race on a 3D virtual course (Race Workouts) or a single player game where you fly through space collecting tokens and aiming for a high score based on your average split time (Meteor). The brand’s flagship product, the Ergatta Rower, pairs this game-driven content approach with a handcrafted, premium rowing machine that is built from sustainably sourced cherry wood and designed to fit seamlessly into the home. Ergatta’s proprietary dynamic calibration personalizes the experience for each individual, automatically adjusting to keep workouts challenging as the member improves over time. This new category of game-based fitness equipment has clearly resonated with consumers, particularly those who are not motivated by “follow-along fitness” and traditional, instructor-led offerings. Ergatta experienced over 300% YoY growth in 2021.
While many connected home fitness brands have faced headwinds as COVID restrictions ease, Ergatta has continued to see demand increase for their products, especially in the European market. Ergatta credits this demand to its game-based programming, which continuously adapts to users’ progress and keeps them engaged over long periods of time. “Ergatta is designed for the consumer who is intrinsically motivated by competition and achievement,” said Tom Aulet, Ergatta’s Co-Founder and CEO. “We are thrilled to finally bring our unique experience to the UK and welcome new members to our community who have never been satisfied with the traditional, class-based offerings in the market. I can’t think of a better partner than WaterRower UK, Director Ben Duggan, his team, and their network of retail partners for this opportunity .”
The rowing modality has dramatically gained popularity in recent years. Known for being one of the most efficient and effective workouts, rowing engages 86% of a user’s muscles and is a low impact form of exercise, which eases pressure on the knees and other joints. Searches on Google for rowing-related terms have increased by more than 600% in the last year.
“The desire for home fitness equipment that seamlessly integrates with small living spaces preceded the pandemic and will certainly surpass it,” said Peter King, CEO of WaterRower. “Ergatta’s innovative software offers a tech-forward, digital experience for those who have always appreciated the craftsmanship and elegance of our products. It quickly became one of our top products in the US and we are confident it will experience a similar growth trajectory throughout Europe.”
The Ergatta Rower will retail for £2495, which includes the cost of delivery. It can be purchased exclusively on WaterRower.co.uk and at select distribution partners.
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About Ergatta
Ergatta is the creator of game-based fitness, an approach created to bring an effective, motivational, and interactive indoor workout into the home. Unlike the group fitness classes and training applications that have saturated the fitness market, Ergatta offers a workout that is carefully calibrated towards individual user profiles and fitness objectives. Using active intelligence, the membership-based platform matches racers to create rivalries and automatically recalibrates with increased levels of fitness. Handcrafted in Rhode Island from durable and beautiful cherry wood, the Ergatta machine was designed to physically and aesthetically compliment the home. Crafted for mobility, the rower, which utilizes near-silent water resistance technology, can be effortlessly transported and stored within seconds. It is intuitively designed so it is easy to use without any prior rowing knowledge. The Ergatta rower is available for purchase for $2,499.00 on www.Ergatta.com or www.WaterRower.co.uk. The brand’s investors to-date include Advance Venture Partners, Greycroft, Fifth Wall, Gaingels, TechStars, and WaterRower as well as high-profile angel investors Hans Tung (GGV), musicians Chamillionaire and E-40, Adrian Auon (Forward, Google), Mustafa Suleyman (DeepMind, Google), Mark Pincus (Zynga), Operator Partners, Scott Dorsey (ExactTarget, High Alpha), Joe Zawadzki (MediaMath), and Steve Simon (Indiana Pacers).
About WaterRower
Widely regarded as the most realistic simulator of on-water rowing, WaterRower has been dedicated to creating rowing machines of exceptional quality and design for over 30 years. Offering a low-impact, full-body workout, the WaterRower is acclaimed not only for its exercise benefits, but also as an outstanding design innovation. Hand-built in the USA, all timber used to manufacture wooden WaterRower rowing machines is sourced from sustainably managed hardwood forests in the Appalachian Mountains. The official water rowing machine of British Rowing; the WaterRower is suitable for everyone from an elite athlete to a complete beginner.
I've really been enjoying the Ergatta. It is a quiet machine, the water noise is pleasant, and it looks good in my home when not in use. The machine has a nice weight to it, feels solid, and well built. The scenic rows and games keep me engaged a lot more compared to other rowers I've used in gyms. This really is a key for me as it keeps me motivated to stay consistent. Finally, customer service is great! I've had a couple of support tickets and they were resolved fast and professionally.
It’s exactly what was expected based on my research. A great workout in a short amount of time. I bought this items used and Ergatta helped me get the replacement parts that I needed.
The community is good.
The games aren’t for me, as I have my own pace and the games don’t really match that pace. The open row worked better for me.
As a bigger male, it’s a little tough to operate. I’ve been working on my weight and form since getting this machine.
Ergatta Lite Rower: A Perfect Fit for My Home and Life
I can’t say enough good things about my Ergatta Lite rower! I typically take at least five times longer than expected to assemble anything (if not double that!), but this rower was shockingly easy to put together. The instructions were clear, and everything just fit into place seamlessly — an absolute win for someone who dreads assembly!
Beyond the setup, the Ergatta Lite is a work of art that folds up when needed, making it a perfect fit for my very small house. I keep it in my living room, so I can row while watching my favorite shows, and when I need extra space, I simply fold it up and move it out of the way — easy peasy!
Functionally, it's just as impressive. The programming is top-notch, with interactive workouts and games that actually make exercising fun and engaging. I love how it pushes me to improve without feeling too much like a chore. I always follow those push days with a scenic open row. The resistance is smooth and the entire experience is immersive.
All in all, the Ergatta Lite has completely changed my fitness routine — it’s convenient, gorgeous and incredibly effective. If you’re looking for a rower that fits seamlessly into a small space while delivering a premium experience, this is it!
After being an avid runner for many many years, I started to experience hip issues. Being in my 50's doesn't help. My rheumatologist suggested rowing for a great full body workout that is much easier on the joints. With Ergatta's 30 day trial, I figured I'd give it a try. I'm hooked! The games, races and scenic rows give you so many choices that you never get bored. What a great addition to our home gym!
Wasn't sure how the assembly would go at first. But it was extremely easy. Simply instructions everything fit to a T. Plus the finish is really beautiful. The programs are awesome. Function is smooth as silk.
