2014
56
$253,843
$49,500
$460,074
No
CITYROW is redefining the boutique fitness landscape with its innovative approach to indoor rowing. By combining high-intensity rowing intervals with strength and mobility training, CITYROW offers a full-body workout that is both effective and low-impact. This unique blend caters to a diverse clientele, from seasoned athletes to fitness newcomers, making it a standout choice in the $80 billion fitness industry.
Proven Business Model: CITYROW's concept has been tested and refined in New York's competitive market, ensuring a robust and scalable business model.
High Demand: The growing trend towards low-impact, high-intensity workouts positions CITYROW to capitalize on a significant market opportunity.
Recurring Revenue: With a membership-based model, franchisees can benefit from consistent and predictable revenue streams.
Supportive Network: As part of the Franworth portfolio, CITYROW franchisees receive comprehensive support, including training, marketing, and operational assistance.
Established Year: 2014
Franchising Since: 2018
Headquarters: New York, NY
Ownership: Founded by Helaine Knapp; acquired by WaterRower in 2024
Industry Category: Health & Wellness – Fitness Studios
Franchise Units: As of 2025, 56 locations across the U.S., including 9 franchised units and 58 units awarded to franchisees in various stages of development
CITYROW was founded in 2014 by Helaine Knapp, a former enterprise SaaS executive who transitioned into the fitness industry after experiencing personal back issues that limited her workout options. Seeking a low-impact yet effective fitness solution, she discovered rowing and envisioned a boutique fitness model centered around this modality. Collaborating with co-founders Annie Mulgrew and Ashley Keith, Knapp developed a unique concept that combined rowing intervals with strength training, offering a comprehensive full-body workout.
Starting with a single location in Union Square, Manhattan, CITYROW quickly gained popularity due to its innovative approach to fitness. The brand's emphasis on low-impact, high-intensity workouts resonated with a broad demographic, leading to rapid expansion. By 2018, CITYROW began franchising, allowing the brand to extend its reach across the United States. The franchise model enabled entrepreneurs to invest in a proven business concept with robust support systems .
In February 2024, CITYROW was acquired by WaterRower, a leading manufacturer of water-based rowing machines. This acquisition allowed CITYROW to integrate WaterRower's equipment into its studios, enhancing the workout experience for members. The merger also facilitated the development of CITYROW GO, an at-home rowing solution that combines the brand's signature workouts with connected fitness technology, catering to the growing demand for flexible workout options.
CITYROW has established itself as a prominent player in the boutique fitness industry. With a presence in multiple states and a growing number of franchise locations, the brand continues to expand its footprint. The integration of WaterRower's equipment and the launch of CITYROW GO have positioned the brand to capitalize on both in-studio and at-home fitness trends, appealing to a diverse clientele seeking effective and engaging workout solutions
CITYROW offers a comprehensive support and training program designed to equip franchisees with the knowledge and tools necessary for success in the boutique fitness industry. Their support encompasses pre-launch assistance, operational guidance, marketing strategies, and ongoing resources to ensure sustained growth and profitability.
CITYROW provides an intensive 56-hour initial training program, which includes:
35 hours of classroom instruction: Covering business operations, customer service, and brand standards.
14–21 hours of on-the-job training: Hands-on experience in a corporate studio setting, focusing on equipment usage, class formats, and member engagement.
This training is conducted at CITYROW's headquarters in New York, ensuring franchisees receive direct insights from the brand's leadership and operational teams.
Before opening, franchisees benefit from:
Site Selection Assistance: Guidance in choosing optimal locations based on demographic analysis and market research.
Lease Negotiation Support: Expert advice to secure favorable lease terms.
Studio Design and Build-Out: Assistance in creating a branded, functional studio layout that aligns with CITYROW's standards.
Recruitment Support: Help in hiring qualified staff, including instructors and operational personnel.
Once operational, franchisees receive:
Proprietary Software: Tools for scheduling, member management, and performance tracking.
Franchisee Intranet Platform: Access to a centralized hub for resources, updates, and communication.
Field Operations Support: Regular visits and consultations from the support team to ensure adherence to brand standards and operational efficiency.
CITYROW assists franchisees in building brand awareness and attracting members through:
Ad Templates: Pre-designed materials for local promotions.
Social Media Guidance: Strategies for engaging with the community online.
SEO and Website Development: Support in optimizing online presence and maintaining a user-friendly website.
Email Marketing Campaigns: Tools and templates for effective communication with members.
CITYROW is committed to the long-term success of its franchisees by offering:
Monthly Newsletters: Updates on industry trends, best practices, and brand initiatives.
Annual Meetings & Conventions: Opportunities for networking, training, and sharing experiences with fellow franchisees.
Toll-Free Support Line: Access to assistance for operational challenges and inquiries.
Security & Safety Procedures: Guidelines to ensure a safe environment for both staff and members.
CITYROW has a clear vision of the type of entrepreneur who is best suited to own and operate its franchise. The ideal franchisee combines business acumen with a passion for fitness and community engagement.
Passion for Fitness and Wellness
A strong interest in health, fitness, and well-being.
Enthusiasm for motivating others and helping members achieve their fitness goals.
Entrepreneurial Spirit
Self-motivated and driven to grow a business.
Willingness to take initiative, manage daily operations, and lead a team.
Leadership and Management Skills
Experience in managing staff or leading teams is highly valuable.
Ability to recruit, train, and retain instructors and administrative staff.
Business or Customer Service Background (Optional but Advantageous)
Experience in sales, marketing, or general business management enhances franchise success.
Knowledge of budgeting, operational efficiency, and local market development is helpful.
Franchisees should have the financial resources to cover total investment requirements ($253,843–$460,074), including:
Franchise fee
Studio build-out and infrastructure
Initial working capital and marketing budget
Minimum liquid capital of $100,000 and a net worth of $500,000 is typically recommended.
Strong interpersonal and communication skills for building member relationships.
Commitment to maintaining high-quality service and operational standards.
Flexible and adaptable mindset to implement brand standards and integrate feedback.
Ideally, franchisees should have a strong connection to their local community.
Willingness to actively participate in community events and local marketing initiatives.
Preference for locations with high foot traffic, affluent demographics, or areas with fitness-conscious populations.
No prior fitness industry experience is required, as CITYROW provides extensive training and support.
The franchisee should be willing to dedicate the time and effort necessary, particularly during the first 12–18 months, to ensure a strong foundation for the studio.
| Category | Details / Range |
|---|---|
| Total Investment Required | $253,843 – $460,074 |
| Franchise Fee | $49,500 |
| Minimum Liquid Capital | $100,000 |
| Net Worth Requirement | $500,000 |
| Royalty Fee | 7% of gross revenue |
| Marketing Fee | Not specified (varies by location / corporate guidelines) |
| Working Capital | $5,000 – $15,000 |
| Studio Infrastructure Cost | Part of total investment; includes equipment (rowers, weights), flooring, and interiors |
| Break-Even Time | 12 – 18 months (depends on location and management efficiency) |
| Revenue Streams | Membership subscriptions, class packages, retail (apparel & accessories), on-demand online classes |
| Expected ROI | Typically 20–30% within the first 3–5 years, depending on location and market penetration |
| Franchise Units (Current) | 56 total U.S. locations: 9 open franchised units, 2 corporate-owned, 58 awarded/pre-opening |
| Franchise Growth Potential | Multiple units per state; opportunities in major urban markets |
