Aviron Raises $4.5M for Gamified Home Rowing Machine

Rowing Machine Popularity and Aviron's Funding

A significant increase in investment within the connected fitness sector is coinciding with a surge in the popularity of rowing machines. Recent funding announcements demonstrate this trend. Ergatta secured $30 million in April, followed by CityRow’s $12 million round for both its studios and home equipment.

Today, Aviron is announcing a $4.5 million funding round of its own. This influx of capital reflects a positive trend within the industry.

Details of Aviron's Funding Round

This funding round includes participation from Samsung Next, Formic Ventures, GFC, and Y Combinator. It builds upon an earlier $750,000 in seed funding the company received.

The Toronto-based startup initially adapted its business model during the pandemic, shifting focus from gym equipment to connected home fitness solutions. As more individuals seek a comprehensive workout that is gentler on the joints than running, Aviron aims to stand out through innovative gamification.

Aviron's Gamification Strategy

“We are significantly enhancing the gamified aspects of our platform,” explains founder and CEO Andy Hoang to TechCrunch. “This represents a key distinction between our approach and that of companies like Peloton or Hydrow.”

While Peloton and Hydrow primarily emphasize instructor-led classes, Aviron concentrates on high-intensity races and immersive, animated games. Users can engage in scenarios like shooting virtual bugs or escaping zombies.

Competition and Differentiation

Peloton recently announced plans to introduce gaming features, with a Tron-inspired racing game slated for release in late 2021/early 2022. The company describes Lanebreak as a way to “complement instructor-led classes with a fresh new experience.”

However, Aviron asserts its approach goes further, aiming to create a more profound gaming experience.

“Aviron’s unique value lies in not simply adding graphics or achievements to a workout,” Hoang states. “We are fundamentally gaming the fitness experience itself. The core of engaging games isn’t superficial additions, but compelling characters, captivating narratives, and the thrill of discovery.”

Growth and Future Plans

The company is actively expanding its team. Aviron has grown from 10 to 25 full-time employees, with approximately half dedicated to game development.

“We are continuously seeking talented individuals,” Hoang adds. “Our focus is on content creation, and we are actively recruiting for marketing and branding roles.”

A complete rebrand is also currently underway.