When people hear that we launched ROWFORMER™ in Australia before bringing it to the U.S., they’re usually surprised. “Why not start at home?” they ask. It’s a fair question, and the answer says a lot about how we operate, what we value, and how we think about long-term growth.
The truth is, we didn’t choose Australia on a whim. It was a calculated, deeply intentional move. ROWFORMER™ wasn’t just another fitness concept. It was a completely new modality, something that combined the strength-building of resistance training with the high-intensity burn of cardio, all on a single, sleek machine. We knew we had something special. But we also knew we had to get the rollout right.
Why Australia?
Australia has always been ahead of the curve when it comes to boutique fitness. The communities there are tight-knit but open to innovation. Australians care about performance and results, but they also value balance and experience. That made it the perfect environment to test and refine a concept like ROWFORMER™.
We were looking for a market that would give us honest feedback, embrace the challenge, and help shape the brand in its earliest form. And that’s exactly what we found. From Sydney to Brisbane, the early adopters didn’t just show up, they became ambassadors. They told their friends. They posted their progress. They helped us refine everything from class programming to studio design.
Australia gave us room to experiment, to fine-tune, and to grow. It also gave us proof: proof that this concept had legs and lungs.
Scaling with Intention, Not Just Speed
There’s a temptation in the fitness world to move fast. Open locations. Grab headlines. Chase hype. But that’s never been our approach. We don’t scale to impress—we scale to last.
ROWFORMER™ could have gone global overnight if we wanted it to. But we made the choice to move deliberately. Every studio had to meet our standards. Every coach had to be trained at the highest level. Every class experience had to feel elevated, consistent, and authentic.
This meant saying “not yet” more than we said “yes.” It meant turning down opportunities that didn’t align with our vision. And it meant spending extra time building infrastructure onboarding, support systems, digital tools—before growing too fast.
We didn’t want to be the biggest right away. We wanted to be the best. And now, we’re ready to bring ROWFORMER™ home.
Why the U.S. Is Ready Now
The American fitness market is massive but also saturated. People have options everywhere: bootcamps, spin, pilates, strength training, HIIT, you name it. But with all those options, there’s still a gap. A lot of workouts are either too intense without enough form focus, or too slow without enough sweat.
ROWFORMER™ fills that gap. It blends intensity with integrity. It’s a full-body, low-impact workout that challenges both beginners and athletes. And more importantly, it builds real, functional strength while improving endurance. It’s smart, safe, and scalable.
The U.S. consumer is ready for something that doesn’t just promise transformation—it delivers it. They’re looking for results, but they’re also more educated now. They want programming that’s science-backed and sustainable. They care about recovery, about quality instruction, and about feeling good in their bodies, not just looking good.
After years of refining the concept abroad, we know we’re ready to meet that demand.
From First Studio to a Growing Movement
The first ROWFORMER™ location in the U.S. is more than just a studio; it’s a milestone. It’s the culmination of years of work, feedback, learning, and iteration. It represents our commitment to bringing something truly new to the fitness scene. Not gimmicky. Not trendy. Just effective.
And from here, we’re building smart. We’re partnering with people who align with our values, not just our business model. We’re training coaches with the same depth and care we did in Australia. We’re making sure every touchpoint from the first class to the final cool-down—feels personal, professional, and powerful.
This isn’t a rush. It’s a rollout. And our U.S. studios will reflect that every step of the way.
What I’ve Learned Along the Way
Launching ROWFORMER™ internationally before domestically taught me more than I could have imagined. It reinforced the importance of patience, of purpose, and of listening. It taught me that markets don’t define movements people do. And if you take care of people, they’ll take care of the brand.
It also reminded me that growth isn’t about speed, it’s about strength. The same way a ROWFORMER™ class builds you from the inside out, we’ve built this brand with depth. And now, we’re stronger than ever.
The Road Ahead
I’m incredibly proud of what we’ve built, but I’m even more excited about what’s coming. We’ve laid the groundwork. We’ve proven the concept. And now, we’re scaling with intention, bringing ROWFORMER™ to communities across the U.S. who are ready for something different, something better.
From that first pulse in Australia to the studios opening across America, this journey has never been about hype. It’s been about heart. And I can’t wait for you to experience it.