Rower Market Size | Global Report [2033]

Rower Market Overview

Global Rower Market size is anticipated to be worth USD 275.15 million in 2024 and is expected to reach USD 415.95 million by 2033 at a CAGR of 4.7%.

The global rower market has evolved significantly over the past decade, driven by increased fitness awareness and advancements in exercise technology. As of 2024, over 38 million fitness equipment units were sold globally, with rowing machines contributing approximately 12.6% of home cardio equipment sales. Rower machines are primarily used for cardiovascular conditioning, low-impact training, and strength workouts. A standard rower provides full-body engagement, activating over 80% of the body’s musculature including the legs, back, and core.

In 2023, air and magnetic rowers accounted for a combined 67% of total rower unit sales, highlighting a shift toward durability and performance-based home fitness equipment. Water rowers also gained traction among premium buyers, with an estimated 320,000 units sold worldwide due to their realistic rowing simulation. The U.S. market leads in home fitness equipment consumption with over 4.5 million units purchased in 2023, of which nearly 700,000 were rowing machines.

Gym and commercial installations of rowers also grew, with over 110,000 units installed in global health clubs and training centers in 2023. As the trend toward personal wellness, smart tracking, and immersive fitness continues, the rower market is witnessing substantial product diversification and competitive innovation.

Key Findings

Top Driver reason: Rising demand for multifunctional, full-body cardio equipment for home workouts.

Top Country/Region: United States leads with over 700,000 rower units sold in 2023.

Top Segment: Air rowers dominate due to their dynamic resistance and durability, accounting for 38% of global sales.

Rower Market Trends

The rower market is witnessing significant transformation led by digital integration, demand for personalized training, and fitness gamification. One prominent trend is the integration of smart features, such as LCD displays, heart rate monitors, Bluetooth connectivity, and app integration. In 2023, over 41% of new rower models launched globally featured connectivity with fitness apps, including real-time performance tracking and online rowing classes.

Immersive rowing experiences have driven up the demand for water and air rowers that mimic the resistance and fluidity of real-life rowing. Water rowers, known for their soothing sound and ergonomic design, saw a 16% rise in consumer purchases between 2022 and 2023. More than 60,000 smart water rowers were sold in the U.S. in 2023 alone.

The popularity of boutique fitness classes and subscription-based fitness services also influenced rower design. Brands are integrating touchscreens and virtual coaching sessions into their machines. For instance, premium models from top brands offered preloaded training modules, resulting in a 25% increase in consumer interest in digital training platforms linked to rowers.

Home-use rowers continue to dominate sales, comprising 76% of total rower machine demand in 2023. Factors such as compact foldable frames, silent operation (especially in magnetic rowers), and affordability (models under $500) drove adoption in urban households.

In the commercial segment, rowers are increasingly utilized in functional training studios and corporate wellness programs. Health clubs installed over 65,000 rowers globally in 2023, compared to 49,000 in 2021, marking a growth driven by versatile training demands.

Rower Market Dynamics

DRIVER

Rising adoption of at-home full-body fitness solutions.

The increasing preference for home fitness solutions has become a significant growth driver in the rower market. In 2023, nearly 76% of all rower machine sales were directed toward home use. One reason is the post-pandemic consumer shift toward at-home workout solutions that offer convenience and time-efficiency. Rowers cater to a wide range of fitness levels and provide both strength and cardio benefits.

RESTRAINT

High product cost and limited awareness in emerging economies.

While adoption in North America and Europe is strong, penetration in emerging regions such as Africa and parts of Southeast Asia remains low due to cost barriers and limited awareness. Entry-level rowers range between $250–$500, which remains expensive for many consumers in low- and middle-income economies.

OPPORTUNITY

Integration of smart technologies and personalized workout ecosystems.

There is significant opportunity for market expansion through smart technologies. By 2024, more than 62% of premium fitness equipment buyers preferred models offering app connectivity, cloud workout history, and real-time coaching. The integration of AI-driven training modules, voice-guided workout programs, and advanced biometric sensors opens new frontiers for personalized fitness experiences. Models offering adaptive resistance and machine learning-based workout tracking are becoming increasingly popular.

CHALLENGE

Maintenance and mechanical durability issues.

A significant challenge in the rower market is product maintenance and mechanical reliability, especially in hydraulic and water rowers. In 2023, customer reviews indicated that nearly 21% of hydraulic rowers required maintenance or replacement of resistance cylinders within the first year of use. Water rowers, while premium in design, often need periodic water cleaning, leak checks, and tank refills. These upkeep needs can deter consumers seeking low-maintenance equipment.

Rower Market Segmentation

The rower market is segmented based on type and application, providing a deeper understanding of consumer preferences and equipment performance. By type, rowers include air, magnetic, hydraulic, and water resistance machines. By application, the market is divided between home use and commercial use. Each type and application exhibits distinct market behaviors, with product choices driven by pricing, user experience, durability, and fitness goals. In 2023, air and magnetic rowers accounted for nearly 67% of total units sold, while home-use rowers dominated the market with over 76% share.

By Type

Air Rower: Air rowers remain the most popular type in the rower market due to their dynamic resistance, which increases with rowing intensity. In 2023, over 980,000 air rowers were sold globally, comprising 38% of the total market. They are widely used in gyms and by professional athletes for high-intensity interval training (HIIT). Their flywheel mechanism provides near-infinite resistance levels based on stroke speed. These rowers are also favored for CrossFit training. Commercial installations saw 61,000 new air rower units in 2023. However, they are relatively noisy compared to magnetic and hydraulic types.
Magnetic Rower: Magnetic rowers are known for their silent operation and precise resistance adjustment. They accounted for 29% of total global rower sales in 2023, with 740,000 units shipped. Unlike air rowers, magnetic rowers use a braking system with magnets that control resistance. These are especially popular in apartments and shared living spaces. Many home users prefer magnetic rowers due to the reduced noise output, averaging less than 60 decibels. Magnetic rowers also have longer lifespans in domestic environments, with an average lifespan of 7 years.
Hydraulic Rower: Hydraulic rowers are the most affordable type and use hydraulic pistons to provide resistance. In 2023, 410,000 units were sold, with over 80% directed toward first-time fitness buyers and low-budget segments. These rowers are compact and highly portable, making them ideal for small spaces. However, they require more frequent maintenance, and resistance levels may degrade over time. The average weight capacity of hydraulic rowers is 220 lbs, limiting their use for heavier individuals or commercial applications.
Water Rower: Water rowers simulate real rowing experience using a flywheel suspended in a water tank. In 2023, over 320,000 water rowers were sold globally. The U.S. alone accounted for 68,000 units. Their natural feel, aesthetic wood frames, and resistance proportional to rowing speed make them highly desirable among premium buyers. Water rowers are often priced above $900, making them a niche luxury product. They are commonly used in wellness centers and boutique fitness studios.

By Application

Home Use: Home use is the largest application segment, constituting 76% of total market demand in 2023. Approximately 1.96 million rowers were sold for residential purposes globally. Growth in this segment is supported by increasing awareness of cardiovascular fitness, time-saving exercise routines, and home gym installations. In the U.S., nearly 64% of fitness equipment buyers in 2023 chose rowers for home workouts. Key features preferred include foldability, smart displays, app integration, and noise control. Most home buyers opt for magnetic or compact air rowers within the $300–$600 range.
Commercial: Commercial usage, including gyms, wellness studios, rehabilitation centers, and corporate fitness rooms, made up 24% of the market. Around 620,000 units were deployed globally in 2023 for commercial purposes. Air rowers dominate this segment due to their performance adaptability and robustness. The average commercial facility installs 5–8 rowers, depending on gym size. Commercial buyers prioritize machine durability, digital workout tracking, and ease of maintenance. Premium models used in elite training facilities offer user data logging and touchscreen interfaces.

Rower Market Regional Outlook

The rower market displays varying growth patterns across regions, influenced by consumer income, fitness culture, urbanization, and gym infrastructure. North America dominates global sales, followed by Europe and Asia-Pacific. In contrast, the Middle East & Africa market remains underpenetrated but shows emerging interest, particularly in wellness tourism and elite fitness centers.

North America

North America led the global rower market in 2023, with over 1.2 million rowers sold across the United States and Canada. The U.S. alone accounted for 700,000 units, supported by high gym penetration (with over 41,000 fitness centers) and increasing home fitness adoption. More than 63% of total rowers in North America were purchased for personal use. The region favors air and magnetic rowers, particularly in states like California, New York, and Florida. Premium smart rowers with app-based classes also saw growing adoption, with 36% of buyers choosing connected models in 2023.

Europe

Europe remains a strong market with approximately 870,000 rowers sold in 2023, representing about 26% of global demand. The UK, Germany, and France lead in rower consumption, collectively accounting for 69% of the region's sales. Germany alone sold over 210,000 rowers in 2023. Fitness-conscious consumers in Europe show interest in eco-friendly rowers, with sustainable models capturing 14% of premium sales. Water rowers are particularly popular in Nordic countries due to their aesthetic appeal and quiet operation. Europe also exhibits strong demand in the commercial segment, especially in physiotherapy clinics and rehabilitation centers.

Asia-Pacific

Asia-Pacific is an emerging market for rowers, recording over 560,000 units sold in 2023. China, Japan, and Australia are key contributors. China led the region with more than 280,000 units sold, driven by increasing urban fitness awareness and a rise in boutique gyms. Japan favors compact hydraulic and magnetic models for small living spaces. Australia, with its large base of recreational athletes, showed strong demand for air rowers. App-based interactive rowing programs are gaining popularity among younger demographics, with 44% of rower buyers in Japan aged between 20–34.

Middle East & Africa

The Middle East & Africa (MEA) market remains nascent, with around 110,000 units sold in 2023. The UAE and South Africa are primary markets within the region. In the UAE, high-end commercial gyms and wellness resorts invested in over 14,000 premium water and air rowers. South Africa’s urban fitness centers added approximately 8,000 new rowers. MEA consumers favor durable, low-maintenance models due to climate conditions. Home use is still limited, making up less than 25% of MEA sales, mainly due to affordability and brand access issues.

List of Top Rower Market Companies

Concept2
WaterRower Machine
FIRST DEGREE FITNESS
LifeCORE Fitness
HealthCare International
Bodycraft
KETTLER
Stamina Products
Sunny Health & Fitness
ProForm
LifeSpan
Velocity Exercise
DKN Technology
SOLE Treadmills
Johnson Health Tech
Soozier
NordicTrack

Top 2 Companies by Market Share

Concept2: Concept2 holds the largest global share in the rower market, accounting for approximately 24% of total units sold in 2023. The Concept2 Model D remains the most popular air rower worldwide, with over 320,000 units sold in a single year. It is widely used in commercial gyms, CrossFit studios, and by professional athletes. Concept2 rowers are present in over 70% of competitive rowing training centers globally.

WaterRower Machine: WaterRower ranks second with an estimated 13% share of global rower machine sales. In 2023, over 160,000 units were sold across 42 countries. The company is known for its handcrafted wooden rowers and emphasis on sustainability. WaterRower is especially popular in the premium home fitness market, with over 60% of its customers opting for connected rowers featuring built-in monitors and app compatibility.

Investment Analysis and Opportunities

The rower market presents multiple investment opportunities across product development, smart technology integration, manufacturing expansion, and distribution. Global fitness equipment investment grew by 9% in 2023, with the rower segment attracting considerable capital owing to surging demand for low-impact, full-body cardio machines.

A major area of investment is in smart rower technology. In 2023, over $190 million was allocated globally to fitness technology startups that included smart rowing platforms. Investors are showing interest in fitness equipment brands that offer Bluetooth-enabled rowers, interactive coaching, and gamified training programs. For example, a premium rower brand launched an AI-powered rowing assistant in early 2024, attracting over 40,000 pre-orders in three months.

Another investment hotspot is sustainable manufacturing. Manufacturers like WaterRower and LifeCORE have drawn investor attention by using sustainable hardwood and recycled plastics in construction. With over 52% of millennial consumers expressing a preference for eco-conscious fitness products, there's growing capital support for ""green fitness"" companies.

Geographic expansion is also a strong opportunity. Markets in Southeast Asia, Latin America, and the Middle East are becoming more receptive to fitness culture. Distributors investing in localized marketing, regional language content, and warehousing infrastructure can capitalize on the demand. In 2023, a regional distributor in Southeast Asia expanded rower availability to 7 new cities, increasing quarterly sales by 31%.

New Product Development

Innovation in the rower market has accelerated between 2023 and 2024, with manufacturers focusing on smart integration, ergonomic improvements, hybrid resistance systems, and sustainability. Product development is driven by demand for compact, connected, and immersive training solutions that cater to both casual users and professional athletes.

A major focus has been the integration of smart displays with app compatibility. In 2023, over 42% of new rower models launched globally included built-in LCD or LED screens with real-time feedback on metrics like stroke rate, time, distance, watts, and calories burned. Many of these displays offer Bluetooth or ANT+ compatibility, allowing seamless syncing with fitness apps. NordicTrack and ProForm introduced new smart rowers featuring HD touchscreens and access to live classes, contributing to 85,000 units sold under connected subscriptions.

Ergonomic design updates also defined 2023’s product launches. Brands invested in seat cushioning, handle grip designs, and adjustable footrests. One manufacturer introduced a gel-infused ergonomic seat that led to a 17% improvement in user comfort ratings. Models with adjustable rail angles, which accommodate varying user heights and workout intensities, were among the top-rated products in Q4 2023.

Hybrid resistance models, combining magnetic and air systems, gained traction for offering customized performance. More than 48,000 units of hybrid rowers were sold globally, appealing to both beginner and advanced users. These models allowed for quiet operation (below 60 dB) alongside dynamic resistance that mimicked real rowing. The dual-resistance mechanism allowed smoother transitions during HIIT sessions.

Five Recent Developments

Concept2: launched an upgraded Model E+ with app integration and Wi-Fi-enabled data sync in Q3 2023. Over 60,000 units were sold globally by Q1 2024.
WaterRower: introduced a limited-edition eco-series made from recycled hardwood in September 2023, achieving 8,500 units sold within the first three months.
ProForm: released the Carbon R10 model featuring a 10-inch HD touchscreen and auto-adjust resistance. Over 24,000 units were shipped by Q4 2023.
Sunny Health & Fitness: launched a foldable magnetic rower for $299 retail in January 2024, selling 11,000 units in the first quarter.
NordicTrack: integrated live rowing classes into their RW900 series, increasing subscriber retention by 18% between Q3 2023 and Q1 2024.

Report Coverage of Rower Market

This report delivers a comprehensive analysis of the global rower market, covering developments from 2020 through 2024 with projections extending into 2025. The scope encompasses market dynamics, segmentation, competitive landscape, product innovation, and regional performance. With over 2.6 million rowers sold in 2023, the market continues to expand in both home and commercial segments, shaped by wellness trends, smart technology integration, and eco-conscious product design.

The segmentation section of the report breaks down the market by type—including air, magnetic, hydraulic, and water rowers—and by application, dividing usage between home and commercial consumers. Each segment is analyzed with specific numerical data, identifying leading preferences and performance trends. For instance, air rowers accounted for 38% of global sales, and 76% of total units were sold for home use.

Regional analysis covers North America, Europe, Asia-Pacific, and Middle East & Africa, highlighting unit sales, top countries, and regional adoption trends. North America led the global market with over 1.2 million rowers sold, while Asia-Pacific displayed significant growth potential, particularly in China and Japan.

The report also evaluates key players in the industry. Concept2 and WaterRower are detailed as market leaders, with a combined share exceeding 37%. Fifteen other companies are profiled, including emerging brands with unique product offerings and sustainable practices.