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91��ɫ appoints Promote PR for indoor rowing campaign

With a goal to double participation in indoor rowing in the next five years, 91��ɫ has appointed Promote PR to help raise the profile of 91��ɫ’s new indoor rowing strategy, ‘Go Row Indoor’.

Commenting on the announcement Helen Rowbotham, Director of Innovation at 91��ɫ, said: “Promote were a great sounding board for us as we developed our indoor rowing strategy this year – always willing to listen and provide guidance and recommendations.

“Their vast knowledge and connections in the fitness sector, coupled with their experience of driving grassroots sports participation with effective communication campaigns made them the ideal agency for 91��ɫ.”

The launch of the National Governing Body’s ‘Go Row Indoor’ initiative includes new indoor rowing class models for gym and studio, the appointment of Master Trainers, instructor training programmes, the development of online leagues, charity campaigns, software partnerships, national and regional events, along with the trade and consumer awareness campaign.

Sue Anstiss, Promote’s MD, said: “Indoor rowing is often cited as the perfect exercise – providing a low-impact, total body, highly effective and efficient workout. I have every confidence that with a strong communications campaign indoor rowing has the potential to be the next ‘spinning’ for the fitness sector.

“Indoor rowing is already making a mark on the UK leisure sector. It’s a key element in many CrossFit workouts, and an integral part of Orange Theory Fitness sessions and Shockwave classes. The explosion of dedicated boutique indoor rowing studios in the US is sure to follow in the UK soon too.

“We’re understandably thrilled to be appointed by 91��ɫ and look forward to helping the team at such an exciting time for the sport.”

Check out our dedicated section of the website for more information about Go Row Indoor.