CityRow’s Digital Experience, Rebuilt and Unified with MoveLab Connect
Fitness Startup
CityRow is a fitness company that provides an immersive, at-home rowing experience through its mobile app and connected rowers. With a focus on high-intensity, low-impact training, CityRow delivers classes that combine rowing with strength and mobility, all accessible through their app and paired with WATERROWER machines.
When CityRow came to MoveLab, they had a functional MVP of their app, but the software was fragmented and not aligned with WaterRower’s long-term digital vision. WaterRower, now the parent company, wanted to bring the app fully in-house and unify it with the rest of its connected ecosystem.
MoveLab took over development of the CityRow platform and began the process of rebuilding it from the ground up within the MoveLab Connect ecosystem. This included integrating it with our core building blocks, such as the Connections Library.
Today, MoveLab maintains the legacy system while laying the foundation for a future-proof version of CityRow, fully powered by MoveLab Connect. The end goal: a scalable and feature-rich rowing experience that feels consistent with WATERROWER’s digital vision across markets and products.