Hydrow unveils Wave Rower in Pantone's Color of the Year 2023

Becca Mortimer

BOSTON, DECEMBER 1, 2022 – Hydrow, the leading at-home connected rowing brand that brings the on-water experience of rowing straight to your home, today announced a partnership with Pantone to bring self-expression to at-home fitness with the launch of the Hydrow Wave Rower in the Pantone Color of the Year 2023, PANTONE 18-1750 Viva Magenta.

Initially introduced in November 2022, the Hydrow Wave Rower in colors Sunset, Sunrise, River, and Forest are a major deviation from the traditional black-and-steel appearance traditionally associated with fitness equipment. Inspired by the organic colors captured in every Hydrow workout, the Hydrow Wave Rower colorways offer users a vibrant new look to match their home decor, adding an extra layer of personalization to their workouts. With the Hydrow Wave Rower, users can opt for a rowing machine with an exterior that matches the energy and empowerment they feel when completing a workout, with a full-body high that stays with them long after it ends. 

In the all-new bold and dazzling hue, the Hydrow Wave Rower in Viva Magenta may be the first fitness machine that gives users an endorphin rush before they even strap in. Viva Magenta conjures the memory of a striking sunset over Miami Beach – a nod to the natural beauty we’re surrounded by every day. Powerful and empowering, Viva Magenta is a pulsating color whose exuberance promotes optimism and joy.

In the spirit of Viva Magenta, the Hydrow Wave Rower was announced at Pantone and ARTECHOUSE’s Pantone Color of the Year 2023 reveal event today. From December 3, ARTECHOUSE will open the Pantone Color of the Year 2023 experience to the public for the first time, allowing guests to explore “the Magentaverse” first-hand. As part of Art Basel Miami Beach, the exhibition will feature color explorations in design, space, and technology inspired by NASA and Pantone partners Hydrow, Motorola, Lenovo, Spoonflower, and more.

“We are thrilled to announce our collaboration with Pantone to incorporate color into an industry where it has been conspicuously absent. We wanted to help bring our users even more joy each time they work out, and adding color has proven to be a really effective vehicle for that,” says Bruce Smith, founder and CEO of Hydrow. “Viva Magenta embodies so many of the powerful feelings and emotions that our members experience when they finish a Hydrow workout.  We’re excited to give users the opportunity to add flair and excitement to their fitness routines with a rower that stands out from the pack.”

Indoor rowing is the only exercise that engages over 86% of the body’s major muscle groups – twice that of cycling or running – making it one of the most efficient workouts that can be completed at home. The Hydrow Wave Rower is 30% lighter and more compact, available at an accessible price point, and delivers the same full-body workout as the brand's flagship Hydrow Rower model.

Hydrow’s partnership with Pantone is the latest of several recent exciting initiatives for the brand. In October, Hydrow launched its newest campaign, “Hydrow High | Balloon Man.” Created in partnership with Mojo Supermarket, the new campaign is a fun, metaphorical expansion of the brand’s “Hydrow High” platform that provides a snapshot into both the physical and mental health benefits that the Hydrow experience delivers. Coming this winter, Hydrow will debut Hydrow Circuit Training— a highly efficient workout on and off the Hydrow machine, with aerobic, strength, and power training exercises.  Priced at $1,995, the Hydrow Wave Rower in Viva Magenta is available to preorder exclusively at Hydrow.com starting today. For more information and updates on Hydrow, visit http://hydrow.com.