Launch HN: Aviron (YC W21) – High-Intensity Peloton for Rowing

[FullNameAndy]

Hey HN! I’m Andy, founder of Aviron (https://avironactive.com/). We make a high-intensity version of Peloton for rowing, with competitive games, live races and strength programs. Our content puts a focus on HIIT (high intensity interval training) due to its physical and cognitive benefits.

I feel like sometimes this pisses the hardcore rowers off but I’m not a rower, I’m a tech guy. I also think fitness is important and have been working out all of my adult life. Before Aviron, I worked full time and long hours so I did a lot of my thinking during late night gym sessions. Like many people I avoided the rower because not only did I not enjoy cardio but damn that machine was hard and boring. There was a moment at some point in 2016 when I realized I could do something with this. The connected fitness market in the US at that time was small but growing rapidly.

Aviron is a rowing machine because it’s the most efficient and effective workout you can have in a short amount of time on one machine. The rowing motion is low impact, engages 85% of muscles, is very difficult and as a result can also be boring. This makes the rowing machine an ideal ‘candidate’ to pair with the gaming-inspired, competitive content I began thinking about in 2016.

The research was telling me there was a definite potential market niche I could fill but what I didn't know was that no manufacturer would speak to me. I probably called and emailed 50 manufacturers. I eventually kickstarted a few conversations and finally a relationship, by flying to Taiwan, connecting with a local who could translate, and knocking on doors in person. It sounds reasonable in hindsight but the process to finalizing a production contract start to finish took me a full year. A year of trying to understand the manufacturing landscape, developing relationships and convincing potential suppliers that I would eventually be worth their time.

Ultimately my key takeaway is that Taiwanese manufacturing relationships are just that - relationships. Manufacturers are looking for long-term trusting partnerships and they are much less motivated by money than my initial assumption. I’m reminded of this constantly - this month alone I have received emails re: product delays twice - and I stupidly tried to throw money at the problem, in the process offending the Taiwan team by implying they would work harder if money was on the table.

Finding and building a solid relationship with a production partner was challenging but I would give it a 7/10 relative to the hurdles that came later. The manufacturer had no experience or interest in getting the machine to work along with our custom android touchscreen. As much as I see myself as a “tech guy”, I don’t have an engineering degree. My dad does and so does my brother but I went the business degree route. Long story short, figuring out the details of making these two pieces work together was a nightmare. Again, in hindsight, it’s kind of cool - I understand my machine inside and out; I’m confident I could take it apart down to the screws and put it back together. I can also work comfortably with an oscilloscope and understand how most of the components work on a typical fitness equipment circuit board - there was a lot of circuit board soldering trial and error at one point.

I knew that I was taking on a lot with a software and hardware venture but what nobody tells you is how many miles you’re going to drive and fly when you’re taking on hardware. During our slow tip-toe pivot from B2B to B2C sales, we discovered home customers would find 10x the problems a gym would. There was a week in 2019 I drove to a customer’s home 6 hours away multiple times a week for nearly a month. Each trip I thought we had found the solution; the ride back was crushing. This was one of many problems we faced.

I’m happy to be able to say the bugs are mostly worked out! Our customers navigate a 22” touchscreen to browse 250ish content options - like my favorite and the first game we ever developed - Last Hope, an end-of-the-world inspired game where you’re being chased by zombies. As your row to escape the Ai will benchmark your fitness output and adjust the zombies’ speed to maintain a challenging pace for your fitness level.

The content for Aviron was developed with strength training and High Intensity Interval Training (HIIT) in mind. For example, one of our 6 workouts categories is “Pros vs. Joes”, a program that allows you to compete against pre-recorded Olympians and professional athletes in a race.

Our customers are fitness enthusiasts who don’t enjoy long cardio workouts and crave the competitive and challenging pace of activities like CrossFit and F45, at home - especially throughout Covid. HIIT workouts tend to be shorter, have been proven to improve cognitive ability and help slow the aging process via preservation of DNA.

To me, the dual cognitive and physical benefits were really key. I began to work out in my teens, physically I felt better and my self esteem improved. Cognitively, I went from dealing with undiagnosed ADHD and struggling my way through school to slowly noticing an improvement. People told me I was “growing out of” ADHD - which is probably partially true - but something clicked when I was researching fitness programming for Aviron. Learning about HIIT and it’s (data proven) benefits, I started to realize that my commitment to consistent and challenging physical fitness had likely paid a large part in my “growing out it” as well.

Currently, we have bootstrapped Aviron to a good place; we’ve sold nearly a thousand rowers to gyms, hotels, schools and even Nike headquarters as well as homes. Or churn rate is <1% and our customers are telling us they’re happy. And they’re paying their membership every month so we believe them. :)

We are continually working on Aviron to improve the software, content and customer experience so if you have a chance please check us out and let me know what you think. I’m excited to hear from the community. I’ll be hanging out in the comments all day.

[wmitty]

I made a (much less fancy) rowing machine program in 1984 (for the original Concept II).

It was written in 6502 assembly language for the Apple II.

It had a really nice display:

- 2 boats, with oars moving timed to your pulls - scrolling scenery - stroke power graphs - odometers that rolled over like mechanical odometers.

I had a piece of tinfoil taped to the wheel on the concept II. There was an aluminum box divided in two with a flashlight bulb on one side and a photocell on the other. When the tinfoil passed under the alumium box the photocell resistance would change, which would be available to the program via a wirewrapped expansion board (that also gave the Apple II 60hz interrupts - a native Apple II has no timer or interrupt controller). I later saw a Cateye magnetic bicyle wheel sensor and felt like such an idiot.

It also had an integrated breakout game that was controlled by the difference in power between the two rowers. Because of how one wrote games in that day (often directly using screen memory as data), if the ball ever escaped the brickout playfield it would start colliding with (and corrupting) other things on the screen, and if it ever left the screen, with random bits of executable code.

When you got a high score on a 20 min row, I had an army surplus air raid siren that would spin up. The idea was that after you completely killed youself on the erg, you would then have to run like crazy to avoid getting deafened by an air raid siren in a small room (thankfully this last part never worked well). A very high school idea.

[FullNameAndy]

That is the most impressive thing I've heard all day. I wish the air raid siren worked haha.

[mlkmt]

I would really like to see photos/videos of this

[cycomanic]

Great idea! I used to be a competitive rower. When I was working at a gym during my studies I was actually talking with the managers of running some rowing classes (similar to spinning).

I think the main challenge with rowing machines (and the reason why we didn't do rowing classes), is that for beginners there is essentially only hard or off, i.e. it is difficult to adjust to different exhaustion levels. That leads to high frustration levels and is the reason why one rarely sees someone at the gym using the machines more than 5mins (and those that do are often former rowers). So HIT is probably the right way to go.

The other challenge I is related to hardware. The reason why everyone is talking about the C2s is that pretty much every other machine is crap. The forces pulling on these machines are substantive and concept managed to make a machine that held up over time, unlike the others. So I hope you guys made those things sturdy enough.

All the best, I hope you succeed!

[beloch]

C2 really is the monster in the room. The rowing machine market is less diverse than exercise bikes, and C2 sits atop the mountain. Anyone who rows seriously (and many who don't) have used a C2 at some point.

The Aviron Impact Series (an odd name for a low-impact exercise machine) rower is $2149, while a C2 Model D is $900.

The Model D has been in gyms for decades. Literally, your local gym may have one that's decades old and still in perfect shape. Olympic rowers train on them. A significant portion of people who row already have one and aren't going to need a replacement any time soon.

The video on Aviron's website focuses heavily on the software, but the rower itself does not look like it should cost twice what a C2 does. The belt is plastic. The rail's finish looks like it will wear off. The rear support looks less sturdy and stable than that of a C2. The ramrod straight handle looks blister-inducing. The whole thing looks very plastic. Note that I'm not saying the rower isn't worth the money. The build quality and ergonomics might be excellent. It just doesn't look like a rower that's worth 2.39 C2's.

The display is a big improvement over anything C2 sells, but $1249 can buy a pretty nice display and a basic computer to run it, or a big ol' tablet and a mount.

Peloton probably had an easier time entering the exercise bike market because there wasn't any one competitor as dominant as C2 is. However, they do now offer an app that lets people use their software and classes without buying a Peloton bike.

The question for Aviron is, can they sell their rower without their software being exclusive to it? They would undoubtedly find more users if they supported other rowers, C2 specifically, but would the extra monthly memberships bring in more than sales from their rower if the software remained exclusive to it?

[kitd]

The other challenge I is related to hardware. The reason why everyone is talking about the C2s is that pretty much every other machine is crap. The forces pulling on these machines are substantive and concept managed to make a machine that held up over time, unlike the others. So I hope you guys made those things sturdy enough.

Robustness isn't the only reason C2s are considered the best. Unlike all the cheap brands, Concept2 have very accurately measured the moment of inertia of their flywheel and have an exacting manufacturing process that ensures it stays true.

As a result, the power data you see on the screen is an accurate measure of the work you're doing.

Most (not all) machines guesstimate it in comparison. You can just go with HR if you want, but don't pretend you can compare any other figures sensibly with a C2.

Point of note: the "distance" figure on a C2 is based on what a coxless four would have covered under the same power.

[DennisP]

Why is it hard or off as a beginner? I had the same issue at first but now I can ease off and do a straight 30 minutes. I assumed it was mental but it sounds like it's technique.

Fwiw I have the Oartec DX, and it's very solidly built.

On dynamic rowers like this, the seat stays pretty much in one place and it's mainly the footpad that moves. Supposedly it puts less stress on the lower back and knees, and more closely simulates rowing on the water, so some elite rowing teams use them.

I don't know about all that but I have a knee that gives me trouble sometimes, and with the Oartec I can put that foot on the ground and row with the other leg.

https://oartec.com/

https://www.rp3rowing.com/products/

Concept2 makes one now too:

https://www.concept2.com/indoor-rowers/dynamic

(I guess a drawback is it doesn't really lend itself to a nice big screen like OP's project.)

[FullNameAndy]

We appreciate that. So far the machines have held up in commercial facilities as well as homes and you're right we did our best to make sure they hold up for the long haul!

[malandrew]

Completely disagree about all other machines being crap. The RP3 is way better than even a C2 with dynamic slides.

The C2 is popular because it's the best available at the ~$1k price point and can be purchased locally in most markets.

[FullNameAndy]

Thanks for the feedback! So far customers are happy and we haven't had many issues. Its a big challenge for sure, but someone had to try and do something different :)

[mawise]

> I feel like sometimes this pisses the hardcore rowers off but I’m not a rower, I’m a tech guy. I also think fitness is important and have been working out all of my adult life.

Some other comments have mentioned the Concept 2 and how it's the standard. It sounds like you're actually targeting non-rowers who want a Peloton-like experience. (Sort of like how Peloton doesn't really target the cycling community). Is that how you're thinking about positioning?

[FullNameAndy]

Exactly. I really should have stated this above. You explained it perfectly.

[AWildC182]

Just for context, standard is defined on two fronts.

1. Each machine computes effective Watts differently, so pulling your guts out might be 1kW on one machine, and 400W on another. Whichever one everyone has the most experience with wins here.

2. There are a bunch of different designs across about three different resistance modes available A. air B. water and C. hydraulic piston. Air is generally regarded as the best as it doesn't change felt resistance with time, though it can be somewhat noisy, maybe 70dB. Water heats up as all the energy is dumped into it without anywhere else for it to go, so the viscosity changes very noticeably over a long workout. These also tend to have a nylon strap instead of a chain which stretches and can cause an odd sensation. Finally the worst, hydraulic piston, which has the smallest mass to dump energy into, will change resistance dramatically in a short time, and have been known to fail with experienced rowers, sometimes explosively.

There is room for an electrical resistance variant in this lineup, as has been shown with cycling, though it's important to note that thermodynamics specifies the energy has to go somewhere, and you may end up with a dangerously hot resistor bank somewhere on the machine.

It should also be noted that experienced rowers can output a considerable amount of power. Enough to cause piston rowers to overheat and explode/vent. Just because your resident mechanical engineer can't break the prototype doesn't mean you shouldn't find someone who can hit National Team numbers and have them go at it for an hour straight.

[elliekelly]

I'm not OP but I suspect I'm in their target demographic. Orangetheory Fitness doesn't use the Concept2 and no one cares. I've never once heard anyone at Orangetheory complain that the machine wasn't a Concept2.

I don't think the former rowers in this thread complaining about the machine are at all reflective of the public at large.

[Rooster61]

C2 owner here, and an ADHD sufferer as well. I've always utterly hated working out throughout my life as sitting on a machine or out running without a goal other than "work out to maintain health" bores me out of my mind. I keep it bearable right now by catching up on TV (the little bit of time I have to actually watch anything these days), but gamification I think would get me even more into it.

I'd probably be interested in this product if it were able to be tied into my machine. That said, I don't think I'd actually be interested in the part that seems to be your impetus to make your own hardware platform (the variable resistance/strength training).

I primarily use my machine for cardio, and to keep weight off, and to that end I do indeed follow an interval training approach. However, I don't play with the resistance. I simply increase my strokes per minute for certain intervals throughout the workout. I think its a bit too much of a sacrifice to throw out the quality and results of a proven platform just to implement that one set of functionality (which I personally would probably not even use).

I'd rather see the capital raised put into making the software and user experience the best it possibly could be rather than being split between the software and an actual rowing machine.

[freerobby]

Strong +1 to every part of this... except that I don't even have ADHD and still find exercise mind-numbingly boring. :)

Like you, Andy, and many others, I am not a "rower" but I do use a rower at home to stay in shape with minimal time spent doing so.

I also use a C2 and am hesitant to move off of it. I use a few connected rowing apps, mostly Asensei and Kinomap. They don't deliver a Peloton level of experience but they are good enough to stay motivated and there is no vendor lock-in on the hardware side, which is important to me as this is a nascent industry and I don't believe that all entrants will be winners.

While I have no interest whatsoever in buying another hardware platform, I would gladly pay $40/mo for an amazing software platform for the C2.

[FullNameAndy]

Thanks for the feedback and good points. The good thing is the hardware is done and we're focused exclusively on the content. We try to pump out 10-20 new workout options every 4-6 weeks.

[thehappypm]

I struggle with this too. A bit of a sidebar but hiking is by far my favorite form of cardio. Constant stimulation, changing scenery.

[andylynch]

Have you tried connected it to something like Kinomap?

[AWildC182]

Long time high level rower here. Why make a new rowing machine when Concept 2 is the calibration standard all athletes use and has a relatively open USB interface?

For those not in the know, rowing machines all have different calibrations. C2 is the standard because they're very consistent across machines and are by far the best made allowing for many thousands of hours of use without failures. Most experienced rowers won't touch anything other than a C2.

Edit: reading further, the 'moat' here appears to be electrically controlled 100lb high resistance settings. Be VERY careful with this. It's well established that most non-trained athletes will hurt themselves with this feature as it's a common trope on C2 machines. The rowing posture can be rather dangerous for high weight if misused.

[gregsadetsky]

Not only does the C2 has an USB interface, but recent models have Bluetooth as well...! (I'm a happy C2 owner)

I found an example project some time ago of a web site using Chrome's Bluetooth JavaScript API to recreate a rowing monitor and filed it away in case I would ever get to that side project :-)

In case someone's interested to collab: I would build a 3D world through which you row. I know apps/games like these exist but an open version would be great (also the ones I found seemed to have so-so 3d graphics). And compatibility with VR headsets too..!

Just to add to this: an Apple TV-compatible, 3D rowing app would be supremely interesting to consider...

Building a web-based C2 monitor via Bluetooth: https://bandarra.me/2017/02/20/Fitness-Tracking-with-Web-Blu...

Interacting with Bluetooth over JS: https://web.dev/bluetooth/

The Bluetooth communications spec from C2! https://www.concept2.co.uk/files/pdf/us/monitors/PM5_Bluetoo...

[sebasmurphy]

C2 is really an engineering masterpiece. Simple, works forever, cheap replaceable parts, anyone can do the maintenance after watching a YouTube vid.

Also super cool that you can upgrade the display/head unit w/o having to get a new rower.

It's also significantly cheaper than this machine and has exceptionally high re-sale value.

[FullNameAndy]

Great question and ADominic answered it well. The C2 is an amazing rower, I have one too. We don't target the hard core rower. And a huge part of our high intensity experience is the electronically controlled resistance that adds up to 100+ lbs of resistance. Our rower automatically adjusts the resistance depending on the workout and your goals.

[Alex3917]

> C2 is the standard because they're very consistent across machines and are by far the best made allowig for many thousands of hours of use without failures. Most experienced rowers won't touch anything other than a C2.

Most colleges also have a few Gamuts around. I actually think it would be really fun to do quarter mile sprints against real people on a Gamut-type erg with these kind of screens.

[madaxe_again]

This was my query - it’s almost impossible to replace the concept 2, as it’s the de facto standard for splits and 2k times etc.

Add to that, I recall us racing the ergs on a virtual lake on a tv as far back as 2000 or so - made doing 2ks way more interesting, as you could compete with the rest of the crew directly.

[ADominic]

also a former rower - I don't think we're the target market. If you've never touched an erg, it might not really matter whether you start on a C2 or not. And I'd guess controlling the hardware also gives them more control over the entire user experience + their own costs.

[phjesusthatguy3]

I've seen numerous ads for Peleton; I have no idea what Concept 2 is, much less some ad on YC for yet another YC product I'm not going to buy.

In addition, I've seen at least one New York Times article (each) wringing their hands about Biden riding a Peleton and wearing a Rolex, like it's surprising that US Presidents are inordinately rich.

Anyway, I'm gonna get my fat ass back on the hydraulic rowing machine I have stored in my basement before I buy anything else from anyone.

[Mulpze15]

I am very impressed with what you did, and thank you for sharing the back stories about dealing with manufacturers and the real life pains of troubleshooting customers.

This is real, tough entrepreneurship, and I am very surprised by the number of implied criticisms about how not perfect your product, price, positioning...

The number of issues you solved already, the fact you have a happy installed based is impressive. Further iterations will make it even better, feels like you've done the hardest part.... Congrats.

[mingabunga]

Came to say the same thing. Congratulations for persevering in the face of lots of frustrations, and coming out with a winner of a product. I know how much of a PIA getting physical products designed, manufactured and shipped is. Sounds like you have a lot of happy customers for the segment you're targeting.

[FullNameAndy]

Thank you!!! I appreciate you taking the time to write this. Tough crowd but they make some valid points I can learn from.

[anonu]

I love the idea and I wish you the best of luck.

I was on crew in college and "form" is always one of the most important things. I feel like a short intro on how to row - at least so as not to hurt yourself - is probably in order. I can't tell you how many times I've been to the gym where there is a concept2 and watch probably 9 out of 10 people just hack away at if its a chainsaw.

NB: After reading this I watched a YouTube video and the ad was for a competitor product. That always weirds me out.

[FullNameAndy]

I also 100% agree. We have 2 learn how to row videos on the rower and provide live feedback during workout programs to help users workout properly and correct their form. I'm sure there are other things we can do. Thanks for commenting!

[tempestn]

Agree 100%. I see exactly the same thing. It's a recipe for lower back injury if form isn't good, and you really do need a bit of instruction to do it properly.

[useful]

I have a C2 and a Wahoo Kickr.

I think you are targeting the wrong market if you intend to build a machine.

As a cyclist, the market sweet spot to me is the ability to set a wattage on a rower and have the machine automatically adjust the resistance so that I can hit the correct wattage/hour.

On the bike, holding a steady cadence and having the machine adjust the resistance so I can hit whatever % of FTP I'm wanting is the killer feature the C2 is missing.

All the other comments referencing injuries/etc are reflective of the need to make an ERG that allows you to just say "do 25 strokes/min" and if you blow up or cant hold the pace, drop the target wattage. It's harder to hurt yourself if the machine is setting the difficulty based on your pace and putting some sane max limits in.

[dumbfoundded]

I always felt a large missing aspect was the realism as it relates to water. In particular, on a machine you neither feather nor feel variable resistance due to how vertical your blade is. There are a lot of specific details that the machine doesn't capture that I think make the actual experience on the water much more thoughtful than just pulling as hard and fast as you can.

[robomartin]

I wish you great success.

That said, be aware that true rowers hate some of this stuff because you can actually hurt people through various kinds of repetitive motion injuries if you don't teach, promote and highlight proper technique. The people you have on video yanking on the handle are a sure-bet formula for getting hurt. Which means you could be looking at one ore more lawsuits in the future.

It's the same with lifting.

Context: Rower for quite some time, currently own and have owned Concept 2 machines for years. Owned a range or rowing shells for years. Also strength training.

[FullNameAndy]

Thank you and I completely agree. I gave my parents a rower and making sure they use proper form and technique were critical. We continue to work on ways to prevent injuries.

[CJefferson]

When I first looked at your website I wondered if you were a spin-off / subsidiary of Peloton. The whole design / feel feels identical to me. How close can the "look and feel" of two websites be nowadays before you get in trouble? (genuine question)

Honestly, I would consider trying to get your own, more independent look+feel, even if you by coincidence ended up with your landing page looking like Peloton.

[ALittleLight]

Awesome and inspiring story.

I personally can't see paying a subscription for an exercise machine though. Why can't I just buy something and own it without needing to provide recurring monthly revenue to the company who sold me the thing? Rowing is boring, but I solved that for myself with a pair of headphones and a podcast. I have a hard time imagining rowing based games being as interesting (though I did like the concept of your pros versus Joe's).

All said, obviously people do pay subscriptions for stuff like this so best of luck to you and congratulations on your success!

[gavanwoolery]

I gotta say, rowing had zero appeal for me until I got into HIIT (F45).

Even though I have been using it for three years, I would still say it is the most punishing/rewarding piece of equipment at my gym, and probably the only one that is still capable of leaving me (literally) breathless.

I've been thinking about getting a rowing machine for home just for some quick two-minute bursts of cardio to break up my sitting, so this might be a worthwhile purchase when I can budget it in. Also my wife has been looking to buy a Peloton so maybe I can convince her to get this instead. :)

[OliverJones]

Get your stuff working on Concept IIs as well as your own ergometers. Just do it. Seriously. If your subscription business depends on selling your customers your own ergometer first, you'll have a very steep barrier between you and success.

Recent models of the C2 monitor have connectivity features.

There's an opportunity for remote-community features for indoor rowing like what Zwift offers for biking. And you won't have to deal with shipping heavy stuff to every customer before they subscribe.

[FullNameAndy]

A huge part of our experience is the electronically controlled resistance that adds up to 100+ lbs of force. Our high-intensity games and strength content, which differentiates us, requires this and the reason why we opted to build our own rower instead of just an app or working with any existing machines.

[newbie578]

I'm not part of the target demographic, but I will say this looks compelling to me. If Peloton can do it for cycling, I do not see the reason you cannot do it for rowing.

Although a pain point kind of seems obvious, Peloton is successful because cycling by itself is "approachable". Anyone can hop on a bike and just start cycling, doesn't matter on your gender, weight, or conditioning.

While rowing, eh.. You said it yourself, people avoid it in gyms like the plague. Don't get me wrong, I love rowing for the same reasons you do, rowing is the activity I do the most during the week.

It's just that a lot of people do not like rowing, or/and are scared of it, and the biggest "problem", it is hard, way harder than anything else in the gym.

So it seems that you are naturally blocked with a certain ceiling as to how much you can grow and where. While you are establishing a moat yourself to keep competitors away, the bigger question is how is the customer going to cross the "rowing moat" to even try your product?

[hagibborim]

I have a Concept 2 -- how can I incorportate your product into my workout?

[ggm]

I am a rower. Mainly doubles and quads. So, not sweep oar.

Most rowing machines in gyms are set too "hard" water resistance does not mimic the setting most people use.

There is a rotational aspect in two planes no rowing machine i use mimics: the rotation around the oar gate, an arc of about 120 degrees, as you move forward and backwards, and the throttle twist of feathering the oars.

These limit the utility of dry rowing to me.

I've rowed in a static tank and its more "real" because your push is against water (you basically circulate water in a tank) and you get both feathering, and rowlock plane rotations

(In real rowing, your arm sweeps out a circular arc of the radius from the rowlock to your hands)

[FullNameAndy]

You are 100% right, getting that on the water feel is very hard. For this reason and others, we put a fun and engaging experience + amazing workout > being as realistic as possible.

[bigfish24]

As former competitive rower, can’t see switching to anything but C2, but I like the idea to expand the market to more. My biggest concern is that it tends to take 4-6 weeks to get comfortable with posture and just sitting on the machine for extended periods (the unfortunate challenge of the machine engaging so many muscles). For novices, this valley of death is where so many give up. For example, coming back in the fall always started with awkwardly slow pieces to get the “feel” again. Figure out how to make this fun, and I am a believer you can spread the sport!

[boringg]

Sounds cool.

Can I sum it up as Aviron is the peloton of the community and Hydrow is the Zwift? The difference being Zwift caters to people who are already vested and more hardcore in some ways where as peloton is the general public who want to try and get a quick good workout?

Also - if you are following the peloton model - how are you going to build out the celebrity following for your athletes? I think that is one of the key components of why people buy in.

Product pricing - are you going lower cost than peloton as you could be considered a substitute product.

Good luck on the journey!

[tkgally]

I’m an older person who used to work out regularly in a gym before Covid. Since lockdown, I have spent a fair amount of money on exercise equipment for my home—dumbbells, elastic bands, and, especially, a cable crossover machine that cost a couple of thousand dollars. Even though I have no experience with rowing or rowing machines, your product is the sort of thing I might have considered buying last spring.

Here’s my initial, superficial reaction. The video on your site shows people using the machine not only for cardio but also for resistance training. But as near as I can tell, the resistance training is possible in only one direction: bicep curls but not tricep extensions, pulling for the back but not pushing for the chest. The shot of the man doing dips is not very convincing, as that move can be done perfectly well without your machine, and it can’t be done while looking at the screen.

I can imagine buying a cardio-only machine that doesn’t try to provide a strength workout. But your video also seems to promote the muscle-building elements while going only halfway. For me, at least, that is a bit of a turnoff.