Ergatta, the creator of the first connected rowing machine powered by game-based content, announced today a partnership with all-star athlete and activist, Colin Kaepernick. Kaepernick, an advisor to the brand since 2020, takes center stage in their first national advertising campaign, which will air on major broadcast networks and streaming platforms. Together, Ergatta and Kaepernick tell the story of a new game-based approach to fitness that empowers people to achieve personal fitness goals by unlocking their competitive drive.
An elite, professional athlete who trains six days a week, Kaepernick is known for his courage to challenge the status quo. His partnership with Ergatta brings an added level of fitness expertise to their platform as they seek to disrupt at-home fitness. Beginning today, Ergatta members will have exclusive access to the three-month Colin Kaepernick-inspired training program on their rowers.
“I was initially drawn to the Ergatta team as an investor, advisor and brand partner because they’re innovators,” Kaepernick said. “They were challenging the model of group fitness classes with games and competitions – something that really resonated with me. I received my Ergatta in early 2020 and then I was hooked. Placing the thrill of competition at the forefront of my workout kept me engaged and consistently coming back for more. I wouldn’t have gotten through the pandemic without it.”
“Colin is the dream partner and advisor for Ergatta,” remarked Ergatta CEO Tom Aulet. “He is a changemaker who has a way of seeing the future before everyone else does. Coupled with his elite athleticism and passion for fitness, we knew there was a natural alignment. We are thrilled to now have him bring our brand to life and introduce game-based fitness to millions of people across the country.”
In the campaign, viewers see Kaepernick drawn to the Ergatta rower. As water emerges, he is pulled into an immersive state of competition, racing against other Ergatta members in a digital arena. The campaign creation was led by Ergatta’s VP of Marketing, Randi Charles, Creative Directors Sam Wilkes and Andrew Levy of PDA, directed by Alex Takacs and produced by Can Do Films. The 30-second spot will air on national linear and streaming TV and outdoor campaign extensions will be placed in New York, Los Angeles, and Denver.
