Ergatta

Their digital fitness content provides a gamified experience, rather than using instructors, and the company have done well to find an underserved customer segment: the competitive, introverted male who doesn't enjoy fitness classes. This separates them from their biggest rivals, Peloton, Mirror, and Hydrow. They have also created an active community that is engaged in their competitive fitness games.

Despite raising strong funding, it was not an easy process as this is the three founders' first venture. It is also not easy to build a brand with such a high-ticket item: Ergatta's rowing equipment costs over $2000. The home workout industry has grown dramatically during the pandemic, but it is likely to slow down in the long run, and Ergatta will need to work to manage this.