Ergatta Strikes Gaming, Content Deal With Int’l Rowing Federation
Ergatta’s partnership with World Rowing showcases the growing global influence of esports, along with the market potential of gamified fitness
The international governing body of rowing, World Rowing, has entered into a multiyear deal with Ergatta, makers of a game-based connected rowing machine and fitness gaming software. The agreement makes the connected fitness company World Rowing’s preferred partner for its gaming and Esports initiatives.
Through Ergatta’s partnership with Concept2, a leading manufacturer of rowing machines, the company will support installations and competitions in major events, including the Versa Challenge Finals, the Virtual Sports Forum co-hosted with the Japan Sports Council and the World Rowing Championships.
“We are thrilled to partner with World Rowing— it’s a beautiful combination of old and new,” said Ergatta founder and CEO Tom Aulet. “Gamified sports and fitness have massive potential to help people excel, compete, and develop lasting healthy habits. This partnership represents a major step forward in our mission to use games to help people stay physically active.”
Using Ergatta’s software, World Rowing will organize Esports competitions, intersecting gaming and indoor fitness while promoting the sport of rowing as a whole. The partnership also opens the door for both companies to participate in the inaugural Olympic Esports Games in 2027, as announced by the International Olympic Committee (IOC).
“Indoor/Connected Rowing has undergone a remarkable evolution from a training tool to a vibrant, global sport in its own right,” said World Rowing executive director Vincent Gaillard. “We’ve been interested in gaming and Esports for a long time, specifically for its potential to cater (to) younger and more mainstream audiences. We are delighted to partner with Ergatta, who stood out to us as one of the clear leaders in a growing field of gamifying rowing.”
Gamifying the fitness experience is an emerging trend; the World Rowing announcement arrives after Ergatta’s partnership with iFIT to power gaming experiences on treadmills, bikes and rowers. Additionally, at the beginning of 2025, home fitness equipment brand Merach debuted its immersive fitness game, FantomFite, a gamification of indoor at-home workouts like cycling.