Can adding screens to rowing machines increase engagement? Here’s what we found

Validating whether adding screens to rowing machines increases engagement

Rowing machines are often the most overlooked pieces of equipment on the gym floor, not because they lack value, but because many users feel unsure about how to use them correctly. This blog explores how adding interactive screens and guided content can transform that experience. Through insights from gym users, real-world examples, and a pilot with British Rowing and MoveLab, we look at how connected technology can turn rowing from an intimidating workout into one of the most engaging equipment in the gym.

Do people actually use the rowing machines at the gym?

We delved into some research to see if people actually use rowing machines on the gym floor. What we found was eye-opening.

Many comments from fitness communities echoed the same sentiment:

“I can count on 1 hand the number of people I have seen rowing with anything close to good technique.”

“The machines aren’t used as frequently as, say, a treadmill.”

“I always see them unused, with the damper set to 10. I think people try it, irritate their back and never try it again.”

“Seems universally distrusted...Nobody has any idea about form.”

People who use them, love them, but there’s a universal distrust toward rowing machines. These quotes come from users around the world discussing their experiences.

Source: Reddit/r/Fitness

Why are rowing machines so underused?

Too often, gym users shy away from indoor rowing due to uncertainty about proper rowing technique, setup procedures, and workout routines. As a result, they’re missing out on the great benefits rowing has to offer.

One user put it perfectly:

“I’ve been rowing every day at Smart Fit for months now, and while I love it, it’s painful to watch how many people butcher their form on the rowing machines. My gym only has two machines, and during peak hours, they’re always the most unused equipment. Why? Because no one takes the time to learn how to use them properly.”

Source: Reddit /r/Rowing

Running, walking, stair climbing, these movements are intuitive. Rowing is definitely not.

The case for connected rowing machines

When it comes to informed fitness, a rowing machine shouldn’t just sit on the gym floor as a disconnected piece of equipment. It should connect, teach, and interact with the user. For example, screens can guide users with features like how-to-row instructions, instructor-led workouts, or scenic rowing content that makes sessions more immersive and enjoyable.

By adding screens and connected technology, rowing transforms from an intimidating workout into an engaging, informative, and motivating experience.

Validating the impact: British Rowing x MoveLab

British Rowing, the national governing body for rowing in the UK, faced a similar challenge. When they first came to MoveLab, they weren’t present in gym environments at all. But they saw an opportunity to bring rowing to a wider audience by activating rowing machines on the gym floor. At the same time, they wanted to validate whether adding screens to rowing machines would increase engagement, and measure how users interacted with the content.

"Working with MoveLab and GLL Gym chain, we are piloting a very exciting new way of implementing tablets and connectivity features to indoor rowing machines on the gym floor. Specifically supporting key Sport England Area Hub locations in our mission to break barriers and grow rowing participation nationally."

— Chris Farrell, Head of Community, British Rowing

To support this initiative, MoveLab provided our commercial rowing application as the foundation, fully populated with British Rowing’s own training content. This gave gym users a high-quality rowing experience directly on the machines while giving British Rowing access to data on how people used them and which training plans were most popular.

The pilot is ongoing, but we interviewed Chris Farrell from British Rowing to hear the latest updates.

“Thanks to this work, we are seeing a real growth in how indoor rowing machines can be used more regularly, activating them to gym users and starting to get positive feedback on how they are improving the rowing experience. On top of this, we have been able to understand the real-time data of engagement and activation on how new screen technology can excite more people to use indoor rowing machines, including generating new workouts from user insight that can keep them coming back time and time again. Excitingly, we have also been able to connect much closer with gym participants to other local rowing opportunities such as Learn to Row, Talent ID and events, and improve the awareness and engagement with British Rowing and what the sport has to offer through adverts on the screens.”

In short, the pilot is proving that adding screens and interactive content doesn’t just make rowing more engaging, it helps gyms activate underused equipment, keeps members coming back, and builds stronger connections between gym users and the wider rowing community.

Empowering gyms and staff

Technology alone isn’t the full answer. Staff training also plays a key role, learning, teaching, and correcting rowing form helps users gain confidence and avoid injury.

When paired with interactive screens, staff can reinforce what’s shown on-screen, guiding users through technique and workouts with consistency.

Why it matters: The benefits of rowing

Rowing is one of the most complete full-body workouts available, engaging over 85% of the body’s muscles, combining cardio and strength, and being low-impact on the joints.

It builds endurance, improves posture, burns calories efficiently, and offers a uniquely meditative rhythm that few other workouts can match.

Final thoughts

Adding screens to rowing machines isn’t just about tech, it’s about activation, education, and engagement. When users understand how to row correctly and enjoy the experience, rowing machines stop collecting dust and start becoming one of the most loved stations on the gym floor.