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Image: Rowbots | Shelley Sandzer


Rowbots, a new rowing-driven fitness concept endorsed by joint partner and investor, Gareth Bale, is to launch its debut site this summer. The brand will open at 42 Eastcastle Street in Fitzrovia (London) as secured by Shelley Sandzer.

The Rowbots concept is inspired by the transhumanism philosophy and employs rowing and dynamic floor exercises to create a complete work-out, which maximizes on the potential of the mind and body. The 1,800 sq ft unit will provide space for 11 rowing machines and floor work with a capacity of 22 per class. As Chief Brand and Design Officer, independent designer Sarah Mannerings has designed an industrial style studio, complete with specially designed mood-lighting and urban-esque finishes.

Gareth Bale considers rowing as an integral part of his training routine, which spurred his passion for the new concept. He joins CEO Sam Green, and fellow investors Greg Zimmerman (sales and marketing specialist and triathlete) and Joshua Barnett (director at sport agency firm, Stellar Group).

Sam Green, Co-Founder & CEO of Rowbots added: “Our objective is to empower our customers to be strong both physically and mentally, utilising the incredible power of rowing which works 85% of the body. Right now, London has nothing like this concept. Amid the rise in boutique fitness studios, we noticed this gap in the UK market for a complete workout which both invigorates the body whilst impacting the mind. We have strong aspirations for the future of this concept and are very grateful for Shelley Sandzer’s support in kicking off this exciting journey with our debut London location.”

Commenting on the deal, Casey Philips, partner at Shelley Sandzer, said: “There appears to be no shortage of demand from existing or new D2 concepts seeking suitable space in Central London. Being creative and considering a change of use is not uncommon in order to satisfy demand.  The former car-park, with its open brickwork, painted no-smoking signs and redundant rusty pipework, is the perfect canvass for the “retrofitted”, industrial meets future world, brilliantly developed by Rowbots’ designer, Sarah. We are proud to work closely with another fantastic fitness brand on their UK launch and wish Rowbots the very best here in London.”

This follows the recent news that Shelley Sandzer secured the first UK studio for Body by Simone, the revolutionary exercise method created by renowned fitness guru, Simone De La Rue. The studio opened at 86-88 Delancey Street in February 2019 and was the only fitness concept to have launched outside of the US, following monumental success in its LA and New York studios.

Shelley Sandzer acted for Rowbots.


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