The origin of CityRow and how MoveLab is powering its next chapter

In 2014, CityRow began as a boutique fitness concept in New York City with a clear mission: to make rowing an exciting, full body workout experience.

At a time when indoor rowing was often seen as repetitive cardio, CityRow introduced something different. Their signature format blended high intensity rowing intervals with strength and mobility work, creating a dynamic and results driven class that activates up to 84 percent of the body’s muscles. It was immersive, challenging, and accessible, attracting both experienced athletes and complete beginners.

What started as a physical studio concept quickly gained traction. Together with engaging instructors, structured programming, and a strong community atmosphere, CityRow stood out in the competitive boutique fitness market.

From studio floors to living rooms with CityRow Go

In 2018, CityRow launched its digital platform, CityRow GO, bringing studio quality rowing workouts directly into homes. The app delivered on demand classes led by top instructors, performance tracking, structured programs, and an experience designed to replicate the energy of the studio.

When the COVID 19 pandemic accelerated global demand for at home fitness, CityRow was well positioned. The appetite for connected training and immersive digital workouts surged, along with demand for CityRow’s rowing experience.

A new chapter with WATERROWER

In 2024, WATERROWER acquired CityRow in a strategic move that strengthened its position in the connected rowing space. The acquisition ensured a strong continuity for the CityRow brand while aligning it with WATERROWER’s broader digital vision. The objective was clear. Unify hardware, software, and content into one seamless connected ecosystem across markets and product lines.

However, CityRow’s app had originally been built as a functional MVP. Over time, the software became fragmented and was not fully aligned with WATERROWER’s long term digital ambitions. To unlock the full potential of the brand, the platform needed to be rebuilt with scalability and integration at its core. That is where MoveLab Studio entered the story.

Rebuilding CityRow together with MoveLab Connect

When CityRow and WATERROWER partnered with MoveLab Studio, our role was not only to maintain the existing platform but to future proof it. We took over development of the CityRow platform and began rebuilding it within the MoveLab Connect ecosystem. This included migrating and restructuring the legacy system, integrating CityRow into our core building blocks, leveraging our Connections SDK to enable seamless hardware and software communication, and creating a scalable architecture ready for expansion.

Together with our Connections SDK, the CityRow app has evolved into a versatile rowing training platform designed to elevate the experience on virtually any rowing machine. CityRow can now connect to a user’s existing rower and unlock a complete, structured training ecosystem. The platform combines guided rowing workouts with off rower strength and conditioning sessions, creating a well rounded program that supports long term performance, resilience, and overall fitness.

Through our Connections SDK, CityRow connects seamlessly with leading rowing brands such as WaterRower, ROGUE, Concept 2, and SmartRow. This flexibility ensures that athletes are not locked into a single ecosystem. Instead, they gain access to a premium connected training experience, regardless of the equipment they already own.

Today, we continue to maintain the legacy system while laying the foundation for a next generation version of CityRow fully powered by MoveLab Connect.

Final thoughts

CityRow has always been about more than just classes and together, we’re evolving the platform to deliver data-driven performance insights, advanced tracking, and a fully connected ecosystem that ensures a seamless, consistent experience across hardware and markets. At the same time, we remain committed to preserving the unique motivational energy that keeps members engaged and coming back to their rowers.

This is not simply an app upgrade. It is the transformation of CityRow into a scalable and feature rich connected rowing platform. Despite its evolution from boutique studios to a nationwide digital presence, CityRow has stayed true to its core belief. Rowing is not just exercise, it is immersive, empowering, and transformative.

At MoveLab Studio, we are proud to be the technology partner supporting this next chapter and helping shape the future of connected rowing.