What Concept2 inc does

Concept2 is a privately held Vermont-based manufacturer of air-resistance fitness equipment, founded in 1976 by brothers Peter and Dick Dreissigacker, Bari Dreissigacker, and Judy Geer. The company's core product line consists of four flywheel-based ergometers — the RowErg (indoor rowing machine, the flagship product and de facto standard for indoor rowing), SkiErg (cross-country skiing trainer introduced in 2009), BikeErg (indoor cycling trainer), and StrengthErg (concentric-only strength training machine). All ergs share a common architectural foundation: a proprietary air-resistance flywheel that delivers force-adaptive variable load, paired with the PM5 Performance Monitor, an open-platform Bluetooth device that self-calibrates and integrates with more than 40 third-party apps including Zwift, Peloton, Strava, Garmin Connect, and Hydrow. Concept2 also produces custom carbon-fiber racing oars and sculls used in competitive rowing.

The company operates a substantial community ecosystem centered on the free Online Logbook (containing over 1 million recorded results in its Online Ranking), the ErgData mobile app, Real Time Loop virtual group workouts, Workout of the Day challenges, and distance award programs. Concept2 equipment is used by Olympic and elite rowers — 97.6% of Paris 2024 rowing medals were won using Concept2 equipment and 96.5% of all Paris rowers used its oars — as well as CrossFit champions, commercial gyms, rowing clubs, and home fitness consumers. The HYROX global fitness racing ecosystem, in which Concept2 is a strategic partner, has surpassed 5,000 affiliated gyms.

Concept2 sells primarily direct-to-consumer through concept2.com, shipping from Morrisville, Vermont and Salt Lake City, Utah. A small network of authorized resellers, international regional contacts in the UK, Germany, Australia, Benelux, Switzerland, and Austria, and a GSA contract (47QSMA23D08PS) for US government and military sales provide additional channels. Retail prices range from $850 (SkiErg) to $1,500 (StrengthErg with PM5), with volume discounts for commercial orders of 5+ units. Concept2 holds no external institutional funding; in January 2025, the company established a Perpetual Purpose Trust transferring perpetual ownership to an employee-directed structure while maintaining founder involvement through a Stewardship Committee.

Name

Concept2 inc

Legal name

Concept2, Inc.

Website

https://concept2.com

Company type

Private

Founded year

1976

Operating status

Operating

Headcount range

101–250 employees

Short description

Concept2 is a 50-year-old Vermont manufacturer of air-resistance flywheel fitness equipment (RowErg, SkiErg, BikeErg, StrengthErg) and custom carbon-fiber racing oars, serving Olympic rowers, CrossFit athletes, commercial gyms, HYROX racing venues, and home fitness users worldwide via direct-to-consumer sales.

Ownership category

akta.pro rank

Product category

Fitness Equipment

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Cardio Equipment Retail (Treadmills, Bikes, Rowers, Ellipticals) (CRAMADAA)

akta.pro secondary industries

Strength Training Equipment Retail (Racks, Benches, Barbells, Plates) (CRAMADAB), Home Gym Systems & Smart Fitness Equipment Retail (Connected Mirrors, Smart Bikes, All-in-One Gyms) (CRAMADAG)

Keywords

• Indoor rowing machines
• Fitness equipment manufacturing
• Air resistance ergometers
• Competitive rowing oars
• Strength training machines

Headquarters

HQ city

Morrisville

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Fitness Equipment Sales: Concept2 generates revenue primarily through the direct sale of fitness equipment including indoor rowing machines (RowErg), ski trainers (SkiErg), exercise bikes (BikeErg), and strength training machines (StrengthErg). Products are sold directly through concept2.com and through a small network of authorized resellers. Volume pricing is available for commercial orders of 5 or more units.
2. Racing Oars and Sculls: Custom-built rowing oars and sculls sold directly to competitive rowers, clubs, and organizations. Products include sweep oars, sculls, and Bantam sculls (pre-configured low-cost option). Free regatta service provided at attended events.
3. Accessories and Merchandise: Sale of accessories including performance monitor upgrades, floor mats, slides, scull cases, clothing, and limited-edition anniversary merchandise through concept2.com.
4. GSA/Government Sales: Concept2 holds a GSA contract (47QSMA23D08PS) enabling sales to US government and military customers. Ships to APO/FPO addresses for most products.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels9 records

Core offering

Concept2 designs, manufactures and sells air-resistance indoor fitness ergometers including the RowErg indoor rowing machine, SkiErg cross-country ski trainer, BikeErg indoor cycling trainer, and StrengthErg strength training machine, all built around the proprietary PM5 Performance Monitor. The company also produces custom carbon-fiber racing oars and sculls used by competitive rowers worldwide, complemented by the free ErgData app and Online Logbook community platform.

Product overview

Concept2 is a fitness equipment manufacturer founded in 1976, offering a portfolio of air-resistance training machines centered around the PM5 Performance Monitor. The core product line includes the RowErg (indoor rowing machine, the company's flagship and 'gold standard' for rowing), SkiErg (cross-country skiing trainer), BikeErg (indoor cycling trainer), and StrengthErg (concentric strength training machine). All ergs connect via Bluetooth to the free ErgData app, which syncs workouts to the free Online Logbook and integrates with over 40 third-party fitness apps. Concept2 also produces custom carbon-fiber racing oars and sculls used by elite rowers worldwide. The company sells direct-to-consumer with global distribution, maintains a Perpetual Purpose Trust ownership structure, and is headquartered in Morrisville, Vermont.

Differentiator

Problem solved

Functional benefit

Brands

• RowErg: Indoor rowing machine - the gold standard for rowing training, testing and racing
• SkiErg
• BikeErg
• StrengthErg
• ErgData
• Concept2 Oars

Products and services

• RowErg The Concept2 RowErg is an indoor rowing machine featuring an air-resistance flywheel and PM5 Performance Monitor. It delivers full-body, low-impact cardio workouts and is recognized as the gold standard for rowing training, testing, and racing. Available with standard or tall legs at $990 and $1,155 respectively, with volume discounts for commercial orders.
• SkiErg The Concept2 SkiErg is a cross-country skiing trainer that uses upper and lower body motion for total-body exercise. It is wall-mountable or available with an optional floor stand. Priced at $850, with a floor stand available for $220 standard or $250 wide width.
• BikeErg

Quantifiable outcome

• 97.6% of rowing medals at Paris 2024 Olympics were won using Concept2 equipment
• +4 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration29 records

Feature6 records

Partnerships

Five partnerships are on record, tiered core and minor.

• TruemedcoreGTM or Marketing Partner · 3 November 2025Concept2 partnered with Truemed to enable customers to use HSA and FSA pre-tax funds when purchasing Concept2 equipment. The partnership allows customers to obtain a Letter of Medical Necessity through Truemed's licensed provider network, making Concept2 equipment reimbursable through health savings accounts. All Concept2 machines (RowErg, SkiErg, BikeErg, StrengthErg) are eligible.
• HYROXcoreStrategic or Co-development PartnerConcept2 is identified as a strategic partner within the HYROX global fitness racing ecosystem, which has grown to over 5,000 affiliated gyms globally. HYROX is a standardized functional fitness race format (8km run + 8 workout stations). The partnership positions Concept2 equipment as standard race infrastructure in HYROX events.
• PumacoreGTM or Marketing PartnerPuma is identified as a strategic partner in the HYROX ecosystem alongside Concept2. As the official fitness footwear and apparel sponsor, Puma and Concept2 are co-presented within the HYROX event ecosystem.
• Red BullminorGTM or Marketing PartnerRed Bull is identified as a strategic partner in the HYROX ecosystem alongside Concept2, providing energy sponsorship to the global fitness racing series.
• CentaurminorGTM or Marketing PartnerCentaur is identified as a strategic partner in the HYROX ecosystem alongside Concept2.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• First Degree Fitness: First Degree Fitness manufactures fluid-resistance indoor rowing machines and elliptical trainers that compete with Concept2's RowErg and BikeErg, particularly in commercial gym and boutique studio channels.
• Assault Fitness: Assault Fitness manufactures the AssaultBike series of air-resistance indoor cycling bikes that compete directly with Concept2's BikeErg in CrossFit boxes, functional fitness facilities, and home gyms. Both brands anchor on fan/air flywheel resistance.
• WaterRower: WaterRower is a direct competitor to Concept2 in the premium indoor rowing machine market, using water-based resistance rather than air-based flywheel resistance. It competes for the same home fitness, commercial gym, and CrossFit segments that anchor Concept2's customer base.
• Aviron: Aviron is a connected rowing machine maker with gamified workouts, scenic rows, and live competition. It competes head-to-head with Concept2's RowErg in the connected home market and explicitly supports compatibility with Concept2 machines for its software.
• Hydrow: Hydrow sells a connected indoor rowing machine with proprietary electromagnetic resistance and a bundled library of scenic, instructor-led workout classes. It directly competes with Concept2's RowErg for the connected home fitness buyer by offering an integrated hardware-plus-content experience.

Broad incumbents

• Life Fitness: Life Fitness is a broad commercial fitness equipment incumbent serving health clubs, hotels, and corporate gyms. Its indoor cycles and strength equipment compete with Concept2's commercial BikeErg and StrengthErg offerings in B2B channels.
• Peloton: Peloton is a broad incumbent in connected fitness that now offers Peloton Row, a connected rowing class experience compatible with Concept2 RowErg hardware. While not a rowing specialist, Peloton's content ecosystem and brand compete for the same home fitness wallet.
• Technogym: Technogym is a global commercial and premium home fitness equipment incumbent offering cardio, strength, and connected fitness products. It competes with Concept2 in commercial gym procurements and increasingly in premium home equipment.

Emerging players

• Sunny Health & Fitness: Sunny Health & Fitness is a value-oriented fitness equipment brand selling budget indoor rowers, bikes, and ellipticals direct-to-consumer. It competes with Concept2 in the entry-level and mid-tier home fitness market where price sensitivity dominates.
• Rogue Fitness: Rogue Fitness is a leading strength and conditioning equipment manufacturer dominant in CrossFit and functional fitness. Its strength equipment overlaps with Concept2's StrengthErg in commercial gym and home strength segments, though it does not make rowing ergometers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/concept2
• YouTubeyoutube.com/concept2usa
• Facebookfacebook.com/Concept2.Rowing
• LinkedInlinkedin.com/company/concept2-inc-
• Instagraminstagram.com/concept2inc/?hl=en

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Concept2 inc