Concept2 Rowing Machines: Dick and Peter Dreissigacker

Key takeaways

Concept2 was founded by innovative brothers who applied their Olympic rowing experience to design and market effective rowing machines.
The success of Concept2 surged due to the influence of CrossFit, showcasing the importance of strategic partnerships in business growth.
Maintaining community engagement and focusing on customer feedback are crucial for brand loyalty and growth.
Concept2 prioritized quality, functionality, and adaptability, allowing them to thrive in a competitive fitness market.
The Dreissigacker brothers remain dedicated to their values of integrity and craftsmanship in business management and future company transitions.

Summary

The Origins of Concept2

Brothers Dick and Peter Dreissigacker, both Olympic-level rowers, initially founded Concept2 while experimenting with carbon fiber oars to gain a competitive edge. Their early products were directed towards competitive rowing but saw limited success. Based on their engineering backgrounds and experience, they pivoted to creating stationary rowing machines that replicated the experience of rowing on water. This transition marked a defining moment for their business.

Early Market Challenges and Innovations

In the 1980s, while their rowing machines were innovative, they struggled to penetrate the mainstream fitness market, as previous machines had a reputation for being dull and unengaging. They found success in niche markets like schools and rowing clubs, but the business was still slow-growing. They innovated their approach by incorporating user feedback and using bicycle parts for manufacturing, making their products more accessible.

The Impact of CrossFit

The business saw significant growth in the 2000s when Greg Glassman, founder of CrossFit, embraced Concept2 rowing machines for his gyms. This partnership opened the door to a wider audience and increased sales dramatically as CrossFit became a fitness phenomenon. The Dreissigacker brothers adapted their strategy to target this broader market, leading to continued growth and popularity of their products.

Evolving the Brand and Community Engagement

Throughout the years, Concept2 maintained a focus on community and customer relations. They created challenges and online competitions to foster engagement among users. As technology evolved, they made their machines compatible with various fitness apps, expanding their reach into different fitness sectors without compromising their core philosophy.

Sustaining Values and Future Plans

Despite their growth, Dick and Peter have expressed that their goal has never been to get rich but rather to maintain the integrity of their company and its values. They have explored options for future leadership transition, considering paths like employee ownership to ensure that their company ethos continues.

Show notes

Brothers Dick and Peter Dreissigacker used their experience as Olympic-level rowers to build a rowing machine that captured the sensation of being on the water. Initially made of bicycle parts in a Vermont barn, the machines had a limited market at first: mostly rowing clubs and schools that competed in the sport. But in the 2000’s, business began to take off when Greg Glassman, the founder of Crossfit, began putting the machines into his gyms. Today Concept2 sells rowing machines to thousands of gyms and teams around the world, plus rowers, stationary bikes and skiing machines for people who train at home.

This episode was produced by J.C. Howard, with music by Ramtin Arablouei
Edited by Neva Grant, with research help from Katherine Sypher.

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