Rowbots - City


Rowbots - City

London, UK

The Rowbots Story

Rowbots was founded in 2019 by Greg Zimmerman and Sam Green, with investment from footballer Gareth Bale. They launched with a vision to lead with, and help people develop, both physical and mental strength and conditioning.

Their first Fitzrovia location was a big hit, offering rowing and strength training classes in a community-focused environment, and the brand now has added a City location.

How Did Rowbots City Score Overall?

The full client experience at Rowbots City was impressive, achieving The Fit Guide 4-Star Award.

The class was also very good, winning our Class Experience 4-star Class Experience Award.

The Highlights

Our visit was a strong all-round experience, but the music, positive energy and community vibe from the class were particular stand out positives.

What Our Evaluator Had To Say

“The coach was friendly and chatty, and made an effort to connect with newcomers.”

“The concept was a solid mix of cardio and strength. By the end, I felt like I'd had a great workout."

“They had a wide range of food options - my post-workout overnight oats were delicious!”

What To Expect From A Rowbots Session

A typical Rowbots class is a 50-minute session divided evenly between rowing and strength training. Set in a dimly UV-lit room, Rowbots use water rowers for their cardio, which get the heart rate up and work 85% of your muscles. Kettlebell, dumbbell, bodyweight and free weight training makes up the strength training component.

They call their space “The Machine Room”, and offer a range of class types that are either more focused towards cardio, or more strength-based. Their signature Switch On class offers an even mix of both.

The Reception Service

The club and concept were explained in great detail during our pre-visit phone call by an enthusiastic staff member.

All the reception staff we encountered at the branch were friendly and displayed positive body language throughout, which gave left us with the feeling of good vibes and wanting to return. More effort to personalize the service would have improved the experience.

The Class Experience

Rowbots City received The Fit Guide 4-star Class Experience Award, making it one of London’s stand-out offerings.

Our coach was friendly and fun, and looked like she put in a big effort to give a good class to everyone. She arrived early to the class and spoke to newcomers before it started. She also made an effort to learn our names and use them during the class, which was a nice touch.

At some parts of the class, the timings were a little confusing and hard to follow, with the coach using her stopwatch for the intervals.

A big positive was the strong community vibe, which was clear to see and feel, both during and after the class.

The Equipment And Studio

The equipment and studio did the job, and the dimly-lit room, lighting effects and soundsystem gave it a distinctive feel. The UV writing on the mirror was a little hard to read and there were few strong branding elements in the training space.

The Facilities And Public Areas

Workout and shower towels were provided free of charge. Lockers were provided with number locks. Free water refill stations were available.

The public areas were overall impressive and nicely designed. The changing areas were well stocked and it was nice to see enough showers and toilets, although the space was a little tight when changing after the class.

Digital And Technology

The booking process was smooth and simple and the website offered a strong sense of the brand, what they stand for and what to expect from a session.


Rowbots City offers an introductory deal for first-time clients. Newcomers can enjoy three sessions for a special price of £39.

If you’re looking for a longer-term commitment, memberships are available from £120 for six classes per month up to £225 for unlimited classes.

Drop-in sessions are available at £24 per class, with smaller commitment packages also available, starting at a three-pack for £69.

Top Scoring Categories

Class Experience
Equipment & Studio
Public Areas
Digital & Technology

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