Aviron: Gamified Rowing Machines for Home Fitness

The home fitness industry experienced significant growth as a result of the circumstances in 2020. Public gyms were identified as potential areas of concern during the global COVID-19 pandemic, leading to a rapid increase in interest for at-home exercise solutions. Home workouts transitioned from being a convenience to a necessity.

Aviron, a startup supported by Y Combinator, recognized this as a prime opportunity to adjust its business strategy. Previously based in Toronto, the company had focused on providing interactive rowing machines to businesses—specifically for use in locations with high foot traffic, such as hotels and residential complexes. Currently, Aviron operates with a team of 10 employees and has secured approximately $750,000 in funding.

The company then began to compete for customers alongside established technology companies in the fitness space, such as Peloton.

Currently, Aviron’s sales volume remains considerably lower than that of the cycling company. To date, Aviron has primarily depended on customer referrals, having sold around 1,000 rowing machines since its launch into the consumer market in July. The machines are offered at a retail price of $2,299, although lower prices can be found through online retailers.

Aviron collaborates with an original design manufacturer to produce its equipment. The machines feature desirable qualities like a quiet nylon belt and electronically adjusted resistance up to 100 pounds, but Aviron’s key advantage lies in its software—particularly the integrated gaming experience accessible through the built-in display. A monthly subscription to the service costs between $20 and $30 and can be cancelled at any time.

“Rowing works a large percentage of the body’s muscles—85%, to be exact,” explains Andy Hoang, founder and CEO, in an interview with TechCrunch. “It’s a low-impact exercise with numerous benefits, but it can be quite monotonous and challenging. Combining it with high-intensity training creates a demanding workout that many people would avoid. The best way to make it enjoyable and motivating is to incorporate video games.”

The system offers six distinct workout types, including the ability to compete in real-time with other rowers. While a few introductory workouts are available to help beginners avoid injury, the system generally differs from Peloton by not offering instructor-led classes.

“Our workouts are concise,” Hoang states. “They typically last 10-15 minutes. Completing one or two of these sessions will leave you feeling exhausted due to the intensity. Peloton workouts are usually 40-60 minutes long, with a lower intensity and less resistance. Furthermore, Peloton provides classes led by an instructor, whereas our system features gameplay elements like being pursued by zombies.”