Hydrow Unveils Membership-Free Rower to Hook ‘Rowing Curious’
Athletech News caught up with Hydrow founder Bruce Smith on what’s ahead for the connected rowing company amid its pivot to a whole health platform
Sometimes, simplicity is underrated.
Just in time for the holiday season, connected rowing company Hydrow has introduced the Hydrow Core Rower, a new offering with a unique twist: no membership is required. Priced at $1,995, the Core Rower provides 30 self-paced rowing experiences through scenic destinations, offering a streamlined fitness option for those looking to row at their own pace.
The latest product from the Boston-based company is a departure from its popular subscription-based Hydrow Pro. Instead of monthly payments, the Hydrow Core Rower allows users to access self-guided rows with a single upfront fee, providing an accessible entry point into the Hydrow experience and supporting unlimited users.
The launch of the Hydrow Core Rower caps an eventful year for the silver-screen-connected rowing brand, which is in the midst of a shift toward becoming a whole-body health company. Earlier this year, Hydrow acquired a majority stake in Speede Fitness, a strength training and analytics company — setting the stage to launch a digitally variable resistance product with adaptive feedback in 2025.
As part of Hydrow’s evolution this year, founder Bruce Smith transitioned from CEO to chair of the Boston-based company’s board. At the same time, president and chief financial officer John Stellato stepped into the role of CEO. Smith, who has a rich rowing history as a former rowing champion and U.S. National Team coach, shared that he’s pleased with the move.
“I have to say, it is so much fun to have fresh eyes and fresh energy, ” Smith tells Athletech News of passing the baton to Stellato. “John had two years to learn about the company in the CFO role and president role, and I couldn’t be happier with how the transition has gone.”
The Hydrow Core Rower — and its accessible entry model – is one that the company hopes resonates with fitness consumers who are not only cost-conscious but, as Smith puts it, “rowing machine curious” – and those who may be reluctant to take on a longer-term commitment.
“The biggest thing for us is we know from our customers that we have the best rowing machine in the world,” Smith says. “And we hear that all the time from everybody.”
Though he’s clear that the rowing brand still strongly believes in the value of its subscription content, the Hydrow Core’s subscription-free model is one that he thinks may have been missing, and it gives consumers a chance to try the machine in their homes — and fall in love with it.
While it’s undeniable that many in-home connected fitness companies have faced challenges in the post-pandemic landscape, Hydrow—despite having undergone its own streamlining efforts in the past—remains bullish about the future.
“I think the thing that has really helped us become one of the top five connected fitness companies in the world is [being] laser-focused on always delivering the best possible experience,” Smith says. “And internally, you refer to that as the most beautiful human experience, but it’s really making sure that every part of the company, whether it’s software or content or library, is always the very, very best and most trustworthy experience that you can have. So when you buy something from Hydrow, you know that you’re getting the best-curated content, the best information about whole health and we applied the same principle when acquiring Speede.”
As for Hydrow’s transformation and what’s ahead, Smith says the company is “incredibly excited.”
“When I started Hydrow in 2018, it was with the vision to make it the whole health platform for your home and to be a comprehensive solution,” he says. “And with Speede, we’ve got the technology now to deliver not just the best cardio and aerobic fitness device, but also the best strength device, and with that combination, you have effectively everything you’ll ever need for your whole health journey.”
