Anthony Hamilton, the father of F1 racing driver Lewis Hamilton, is launching a fitness equipment brand that will target both the commercial and at-home markets.
FloatRower, marketed as the world's first rowing machine to simulate the experience of rowing on water, will offer a resistance training workout and is designed to emulate the feel and movement of a floating rowing boat.
The equipment also has a range of digital capabilities offering the user live feedback on their performance.
Set on a spring-loaded suspension monorail, the equipment features a dual resistance pull system with two separate handles, providing the sense of rowing using two independent oars. The resulting feeling of the user "floating and rolling" allows the user to also work on controlling their balance, adding an extra element to the workout.
The company has secured a partnership trial with David Lloyd Clubs through the end of 2021 and into 2022.
Speaking exclusively to Fit Tech, Anthony Hamilton, founder and CEO, said, the idea for the rower was born from his own experience of working out.
"I had desires to create a more realistic rowing machine given I was bored of the lack of engagement on the old-style ‘back and forth' motion of existing rowing machines," Hamilton said.
"I wanted a rowing workout experience where I could feel as though my efforts were better rewarded. This is where the idea for the FloatRower came from.
"I decided that if it is called a rowing machine then it should act and feel like rowing, so the float, roll and dual resistance concept was born."
He added that plans include a rollout in both the UK and the US.
"We're working with a number of health clubs and gyms in the UK and US with the plan to roll out in 2022.
"This is the start of a new generation of realistic, digitally powered rowing machine products."
Rowing coach Benn Klewpatinond, co-founder and head of product development, said: “We couldn’t be more excited about working with David Lloyd Clubs to trial FloatRower in a gym setting.
"We know how well it’s been received by rowing professionals, adaptive rowers and complete beginners, and finding out what club members think will be a vital part of our development plans.
"We believe it’s also a great way to support their members’ physical and mental health, whilst bringing an authentic rowing experience to everyone – which is one of the reasons FloatRower was created.
"It’s fun, challenging and addictive – just like the real thing!”
Commenting on the partnership, Tory Eyre, David Lloyd Clubs’ gym product implementation manager, said: "At David Lloyd Clubs we are constantly innovating to ensure that our members have access to the very best premium fitness products in the market.
"The FloatRower uses the latest technology to transform the in-gym rowing experience.
"The stylish kit will appeal to competitive rowers who want to recreate the challenges of river training indoors, as well regular gym-goers who simply want an enjoyable workout.
"The trial is still in the early stages, but so far it's been very well received by our members. If feedback continues to be so positive, we hope to be able to roll it out to selected clubs across the UK and the rest of Europe next year.”
