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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
by beloch 6y ago
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?
- FullNameAndy 6y agoLet me start off by saying the C2 is an amazing rower, but we thought we could improve on its design for the regular user who cares most about a fun and engaging experience. For example, the belt is industrial nylon (not plastic), the same material as seat belts. The main benefit to this is it makes the rower quieter and feels smoother. The rail is aluminum and legs and frame are made from steel, which makes it stable and is why the Aviron rower weights twice as much as the C2. Finally, it is selling for $1999 with taxes, shipping, and the screen included.
- Ninjinka 6y agoAm I missing something? Your site says $2149, not $1999. And it has a $29/mo membership.
- FullNameAndy 6y agoAfter staying on the site for some time, a pop-up form asking for your email in return for an additional $150 off will appear. And yes, the membership is $29/mo or $25/mo if a year is paid up front.
- ganafagol 6y agoSorry for sounding negative but that's half a gym membership right there. Except for a gym membership I can go 24/7 down the block (5 min walk) get access to 8 C2 rowers, a bunch of barbells, dumbbells, treadmills and spinning bikes as needed, as well as a sauna and space to train in many different ways with friends. Covid will blow over, blowing 300 bucks on a subscription for such a narrow training gear will just not feel like the right tradeoff. (Former competitive rower here, so YMMV.) Alright, off to the gym. :)
- mrkwse 6y agoThat is an appropriate argument, but afaik it's along the lines of Peloton's subscription pricing. Peloton's shown there's a clearly established market that will pay that sort of price for a home fitness service.
- Grustaf 6y agoBut isn't Peloton fairly unique? Like Crossfit, it somehow has gained a huge following that is not directly related to the actual product, it's much more about marketing nous. That is much harder to reproduce than simply building a solid physical product.
- 6y ago