Rowbots is centred around a rowing-led ‘transhumanism’ fitness concept combining rowing and dynamic floor exercises.
Jane Imrie

Fitness concept backed by Gareth Bale set to launch this summer

A new rowing-led fitness concept endorsed by footballer Gareth Bale will launch its first site in London this summer.

Thanks to support from property firm Shelley Sandzer, new concept Rowbots is preparing to open its debut site in later this year, with the Real Madrid player as a joint partner and investor.

Situated at 42 Eastcastle Street in Fitzrovia, the 1,800 sq ft former car park has been transformed into an “industrial meets future world” studio, which will provide space for 11 rowing machines and floor space for workouts.

Rowbots is centred around a rowing-led ‘transhumanism’ fitness concept combining rowing and dynamic floor exercises, with co-founder Gareth Bale using rowing as an integral part of his workout routine.

Sam Green, co-founder & CEO of Rowbots added: “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.”

This latest project follows Shelley Sandzer securing the first UK studio for fitness guru Simone De La Rue’s concept Body by Simone. Casey Philips, partner at Shelley Sandzer, added: “There appears to be no shortage of demand from existing or new D2 concepts seeking suitable space in Central London.

“We are proud to work closely with another fantastic fitness brand on their UK launch and wish Rowbots the very best here in London.”

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