As fitness studios look for fresh formats, Jezzr offers a gamified rowing experience designed to maximize engagement
Jezzr, a digital fitness brand created in partnership with Concept2 and expert trainers, is tapping into the growing demand for group fitness with a new approach: an automated, immersive, team-based indoor rowing experience designed for fitness studios and boutique gyms to boost member engagement and retention.
The platform is the result of five years of in-studio development at Amsterdam’s RowStudio, according to Jezzr, where insights from over 50,000 workouts informed its design and functionality, including music-synced lighting and competitive challenges.
For fitness operators, Jezzr offers a workout builder that allows trainers to create sessions remotely, complete with customized music and lighting cues. Workouts can be reviewed in an online viewer before launching in-studio with a single click.
On the user side, class participants follow a progress indicator that guides them through the session, with interactive features that vary by class—from subgroup competitions to individual challenges. Each rowing machine features a personal tablet displaying real-time stats such as current wattage, rank and overall standing.
After class, a digital leaderboard in the studio lobby highlights group performance, spotlighting the top three participants by peak wattage and distance covered. To further drive engagement, each participant receives a follow-up email with personalized workout feedback and a link to their dashboard, where they can track progress over time.
“Indoor rowing is one of the most complete full-body workouts out there,” Jezzr founder and former champion indoor rower Benno den Teuling said. “But for too long, it lacked energy and excitement. Jezzr changes that. Every session becomes an experience—fun, competitive and team-driven.”
As part of its operator-friendly approach, Jezzr can be customized to match a studio’s branding and identity. Jezzr’s platform is now live in Amsterdam, Berlin and Cologne, while a launch is planned soon for Jeddah, Saudi Arabia—the country’s second-largest city. The indoor rowing concept plans to expand across Europe and the Middle East throughout the year.
“At Jezzr, we’re not just building software—we’re creating a movement,” den Teuling said. “We want people to feel stronger, more confident and proud of what they can do. And we want studios to thrive by delivering unforgettable workouts that people actually look forward to.”
While Jezzr is currently centered on indoor rowing, the platform plans to expand into indoor cycling soon, according to its website.
