British Rowing partners with Gareth Bale-owned ROWBOTS

26 Jun 2020

By: Sport Industry Group

British Rowing has announced a partnership with indoor rowing studio and on-demand class platform, ROWBOTS - co-founded by Real Madrid star Gareth Bale -  to deliver a new indoor rowing training product, ROWBOTS @ HOME, in a bid to ‘transform’ the way people use indoor rowing machines. 

The NGB says the partnership is in response to a notable rise in the demand for indoor rowing and quick workouts that can be done at home during coronavirus lockdown. 

Pioneered by Gareth Bale and Team GB powerlifter Hendrick Famutimi, ROWBOTS offers a number of different workouts using rowing machines.

Created and developed by professional athletes and mental health professionals, workouts are tailored to build mental strength and resilience, alongside high-intensity rowing and floor interval training. British Rowing says its partnership with ROWBOTS @ HOME will offer the public wider workshops and challenges to do at home.

“Now more than ever people need to switch on, both physically and mentally,” said Bale. “By partnering with British Rowing, we can give more people access to our physically enhancing and mentally empowering workouts, either from inside The Machine Room, or from the comfort of their own home.”

Kenny Baillie, Director of Partnerships & Communications at British Rowing added: “Over the last few months, we’ve seen an exponential growth in indoor rowing and demand for quick, effective home workouts. 

“ROWBOTS has been recognised as one of the most innovative organisations in the fitness industry so we are delighted to work with them to continue to build our indoor rowing offering and grow our membership.”

British Rowing has also appointed Rocket Sports as a key sponsorship agency to capitalise on the build up to the Olympic and Paralympic Games Tokyo 2020, which are set to take place in the summer of 2021. 

Rocket Sports says that its role will be to enhance the British Rowing sponsorship team, and will put brand partners at the core of its strategy. It will also look to create a sponsorship model that integrates a small number of brands into sport across the UK, including all major events, the high performance GB Rowing team, and a series of grassroots initiatives and marketing campaigns that continues to build on the sports profile and impact.