British Rowing Inside Indoor
Where all indoor rowers belong
Because when you know, you row

The objective of the programme was to open the indoor rowing experience to everyone through equality of access, a shared experience, a genuine indoor rowing community.

Indoor rowing rarely finds itself in front of a non-traditional rowing audience. People aren’t sure what it is, or how to do it properly. Focussing on the fitness fanatic audience in the first instance, who are always looking for something different to improve their fitness regime. Our proposition plays to their curiosity and thirst for knowledge. Inside Indoor is a destination where they can discover, gain deep understanding and get ahead of their competition with inside knowledge.

British Rowing have taken the programme into the custodial environment, aiming to help prisoners get on the path to rehabilitation back into society, using the sport to change their mindset and motivate them to not reoffend.

Deliverables:
Strategy and messaging
Identity and brand guidelines
Motion graphics