Ergatta & Colin Kaepernick Join to Gamify Fitness
The athlete and activist will be the face of a new Ergatta campaign.
Ergatta, creator of the first rowing machine that uses competitive video game content, has announced a partnership with Colin Kaepernick. The athlete has been an Ergatta advisor and investor since 2020 but will now be the face of a new national campaign that will highlight game-based fitness. As a special treat celebrating the partnership, Ergatta members will be able to unlock an exclusive three-month Colin Kaepernick-inspired training program starting today.
While many pieces of fitness equipment look utilitarian, the Ergatta rowers are handmade with American cherry wood from Rhode Island. The rowers have 173.3” android-powered touchscreens and hit all the marks for connectivity, but the craftsmanship of the rower makes it exceptionally aesthetically pleasing for those who opt for at-home fitness.
“I was initially drawn to the Ergatta team as an investor, advisor and brand partner because they’re innovators,” Kaepernick said. “They were challenging the model of group fitness classes with games and competitions – something that really resonated with me. I received my Ergatta in early 2020 and then I was hooked. Placing the thrill of competition at the forefront of my workout kept me engaged and consistently coming back for more. I wouldn’t have gotten through the pandemic without it.”
The 30-second Ergatta spot featuring Colin Kaepernick was directed by Alex Takacs and produced by Can Do Films and will air nationally and on streaming TV. An outdoor extension spotlighting the campaign will be launched in New York, Los Angeles, and Denver.
“Colin is the dream partner and advisor for Ergatta,” remarked Ergatta CEO Tom Aulet. “He is a changemaker who has a way of seeing the future before everyone else does. Coupled with his elite athleticism and passion for fitness, we knew there was a natural alignment. We are thrilled to now have him bring our brand to life and introduce game-based fitness to millions of people across the country.”
Ergatta’s partnership with Colin Kaepernick, who has become a well-known activist, is creating meaningful change. The company has teamed up with Know Your Rights Camp, which is Kaepernick’s foundation. The Know Your Rights Camp advances communities of color with education and self-empowerment. Ergatta will assist the foundation in fulfilling one of its missions in supporting well-being and health by donating 100 connected rowers to community facilities.
Ergatta will also create and donate seven limited edition rowers that feature Colin Kaepernick’s likeness in 2022. The game-based fitness company will make a donation for every rower sold from December 1st to February 1st and will give additional funding for members who complete the exclusive Kaepernick program through February 1st.
The Brooklyn-based company is relatively new to the scene but quickly sold out of its rower upon launch. CEO and co-founder, Tom Aulet, had vast experience before launching the gaming fitness company. Before he transitioned to marketing and advertising, he was a teacher and a consultant but has shared that he always had an entrepreneurial spirit. He loved the workout that rowing provided without the injuries of other activities, like running, and decided to create a game-based fitness rower that made working out fun. Ergatta’s direct-to-consumer model and at-home fitness rower were ideal during the height of the pandemic when gyms were closed.
This year, Ergatta announced $30 million in a Series A funding round, helping the company to triple its number of employees and assist with ongoing research & development for its gaming content.
