Fitness tech startup Hydrow taps artists for latest funding


Hydrow is one of the growing number of ‘Peloton of…’ fitness-tech startups. In its case, it’s the ‘Peloton of rowing’, selling a rowing machine supported by online workout classes and content.

Hydrow has just announced its latest funding – no specific amount, but overall in its lifetime it has now raised nearly $200m – including some investors from the music world.

Lizzo and Justin Timberlake have backed Hydrow alongside other sports and entertainment stars – one of whom, comedian and actor Kevin Hart, also has a ‘creative director’ role with the company.

Hydrow says that its sales grew by 500% last year amid the Covid-19 pandemic, and demand for workout equipment at home.

With music so key to Peloton – and that company generating a growing royalties stream for rightsholders from its usage of that – we’ll be keen to see what Hydrow has planned for music beyond raising money from artists.

Written by: Stuart Dredge