ROWBOTS Parent Co Buys FLOW LDN

Row Group wants to build a next-gen hybrid wellness platform.

The latest: The parent company of HIIT rowing studio ROWBOTS acquired FLOW LDN, a fitness studio offering yoga, reformer Pilates, barre, and functional training.

FLOW’s Fitzrovia site will join two ROWBOTS locations in London.

Going big. Eyeing continued growth, Row Group envisions a “hybrid wellness universe” of brands spanning multiple modalities.

The near-term plan includes additional ROWBOTS and FLOW sites, including future locations featuring both concepts. A forthcoming dual studio membership will provide flexibility and convenience.

The company is also exploring other modalities to join its platform and better serve members.

Looking ahead: On trend, Row Group is diversifying its portfolio and bundling value to attract exercisers. Adding low-impact, functional training to its mindset-driven rowing workouts, the company hopes its expansion keeps exercisers in its ecosystem.