British Rowing First Gym Activation, Powered by MoveLab

British Rowing is the national governing body for the sport of rowing in the UK. When they first came to MoveLab, they weren’t present in gym environments at all, but saw an opportunity to bring rowing to a wider audience by activating rowing machines on the gym floor. Their main challenge was finding a cost-effective way to deliver a unique, content-driven rowing experience that could be deployed with minimal budget. At the same time, they wanted to validate whether adding screens to rowing machines would increase engagement, and be able to measure how users interacted with the content.

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 usage insights and data on which training plans were being executed.

Key features implemented through MoveLab Connect included interactive training plans, video content, integration with our commercial rowing application, and analytics tools to track usage and performance.

As a result of this collaboration, we successfully shipped screens to four gyms as part of a pilot, giving British Rowing a scalable way to extend their presence into fitness clubs and explore how connected content can drive participation.

MoveLab Connect Implementations

✔️ Training Plans

✔️ Video Streaming

✔️ Analytics

✔️ Connectivity Library

✔️ Data Processing