Fabletics enters longterm partnership with rowing workout company Hydrow

By

Gabriella Lacombe

Published
Oct 30, 2020

Fabletics has entered into a long term partnership with Hydrow, the rowing machine and workout company offering both live and at-home, on-demand athlete-led workouts. 

The partnership between Hydrow and Fabletics, the activewear brand co-founded by Kate Hudson, will kick off on November 4 with the launch of a dedicated Hydrow experience on fabletics.com and in-store Hydrow pop-up shops in seven Fabletics retail locations, despite the ongoing Covid-19 pandemic. The pop-ups, which will introduce visitors to the Hydrow brand's HD screen-adorned rowing machines and immersive workouts, will appear in Fabletics stores in Bellevue, Washington; Austin, Texas; Jacksonville, Florida; Pleasanton, California; King of Prussia, Pennsylvania; Natick, Massachusetts; and East Rutherford, New Jersey. 

The deal will also see Fabletics become Hydrow's official apparel partner, designing and producing all Hydrow apparel and outfitting Hydrow trainers in all Hydrow workout content. 

In addition, the partnership will allow Fabletics members to purchase a Hydrow at 'members only pricing,' along with an exclusive accessories and gear package. 

“Hydrow is committed to breaking barriers in rowing and making the sport accessible to everyone," said Bruce Smith, CEO of Hydrow, whose rowing machine retails for $2,245. 

"Our partnership with Fabletics will help us continue to advance our mission. By collaborating with Fabletics’ loyal and expansive community, we will be able to bring the Hydrow experience to millions of people who are in search of a workout that not only pushes their body, but focuses their mind. We look forward to this meaningful partnership with Fabletics and to bringing them on board as our exclusive apparel partner.”

According to a press release, Hydrow plans to release new offerings to Fabletics VIP members throughout 2021. The two companies will also launch several social media giveaways, special online events, retail activations and more during the multi-year partnership. 

Currently, Fabletics has more than two million VIP Members and operates 51 retail stores.