Gaming-Inspired Rower Company Aviron Expands Into Cycling Sector

Imagine the opposite of Peloton. That’s what Toronto’s Aviron is offering with its introduction of a stationary bike, building upon its reputation for a top-notch connected rower. The Fit Bike is priced at $2,400, but the company is offering an immediate $400 discount. This pricing strategy places the bike between Peloton’s base model Bike at $1,500 and the Bike+ priced at $2,500.

Similar to Peloton, Aviron focuses heavily on content to distinguish its offering. The monthly subscription fee of $29 is significantly lower than Peloton’s, by $15, offering a more affordable option. This affordability might stem from Aviron centering its content around interactive gaming rather than relying on studio-based instructors.

In promotional materials, Aviron claims it leverages “addictive gaming techniques to drive fitness habits.” This means that its 22-inch display comes alive with bespoke games that adapt to your workout intensity. Players can engage in a multiplayer setting, competing with others — a dynamic that brings an element of competition to motivate users.

Beyond gaming, Aviron also provides access to conventional classes and streaming services such as Netflix, Hulu, Disney+, Prime Video, Paramount+, Max, YouTube, and includes Spotify integration. For those preferring a more relaxed experience, it offers scenic video journeys. The equipment comes with Bluetooth capability and has integrated speakers. The bike employs an electromagnetic resistance mechanism for pedaling.

Originally starting as a YC-backed startup manufacturing gym equipment, Aviron shifted focus to the home fitness market amidst the pandemic. The company launched its rowing machine in 2022, priced similarly to the new bike. It also offers a more affordable model, the Go, which is designed for iPad use instead of having a built-in display, at a cost of $1,300. Around the same period, Peloton entered the rowing machine market with a model priced at $3,200.