Investors and fitness companies like Peloton have their sights on the latest at-home workout craze – indoor rowing machines
, but it has failed to catch as its bike has, perhaps due to its hefty price tag and even heftier size.
L Catterton, which was also an early investor in Peloton and been invested in Hydrow since 2019, led a $25 million round of funding into Hydrow last month on the basis that it believes rowing has the potential to overtake cycling in the next few years. Moreover, the level of engagement amongst its users is far more impressive than he had first expected. While recent usage data will undoubtedly be skewed by the pandemic as customers work out more at home, the numbers show that it isn't far off from Peloton in terms of engagement metrics.
And the major advantage that rowing has over cycling is that it offers a full-body workout, exercising around 86% of the muscles in the body, an English Institute of Sport study found, while cycling targets abut 44% of the body's muscles.
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